Atres Advertising to sell Veo7 space -
Written by Iñaki Ferreras
Sunday, 17 January 2010
Spanish broadcaster Antena 3’s advertising subsidiary Atres Advertising (A3 Advertising) has reached an agreement with Unidad Editorial's Veo7 digital-terrestrial channel to sell its advertising space from Feb 1.
By means of this deal, Veo7 will take advantage of Atres Advertising's large size. On its side Antena 3 will incorporate into its portfolio an attractive viewer profile for advertisers while developing its content offering, so consolidating its position in the advertising market.
The fact is that the Spanish audiovisual market is going through a strong transformation, polarizing the sector. As a consequence two big groups of content and advertising management will be born. This duopoly obliges smaller broadcasters to join forces with strong national channels in order to better optimize their share.
After the end of advertising on public broadcaster TVE and the imminent mergers between the four big national private broadcasters (Telecinco-Cuatro and Antena3-laSexta, which are still to be signed), the two new large groups will account for 87.2% of the advertising market.
Currently, Veo7's average share is 1% with the channel only transmitting on DTT. But Veo7 was also the DTT channel that grew most in Q4 last year.
On its side A3 Advertising presently manages the advertisements on Antena 3 and its two DTT channels Neox8 and Nove9, as well as its radio stations Onda Cero and Europa FM, advertisements for the cinemas through the Movierecord company, and all the company’s websites. It also manages the advertisements of the DTT thematic channel Disney Channel.