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Spanish TV in a bind
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Spanish TV in a bind - 19-February-2010, 18:28

Spanish TV in a bind

Spanish TV is losing ground as a commercial way to transmit advertising messages, but is simultaneously getting more expensive.
The recent suppression of commercial advertisements on national public broadcaster Televisin Espaola-TVE is one of the causes of this. Another is the generalization of DTT and the new ways of consuming audiovisual contents such as the internet. According to the newspaper "Pblico" quoting advertising experts the suppression of advertising on TVE has caused the prices of TV advertising to rise 17% this year.
Viewers may be starting to tire of the number of times an ad repeats itself on the screen. From 2.6 million advertisements on Spanish TV in 2003, the number rose to 7 million last year. The solution is to plan an advertising campaign in several media at the same time say the experts.
However the experts carry on thinking television will always be the commercial leader for advertisers in the years to come although they will go for other media more and more. In the conventional television model, advertisers covered 80% of the population in the same place whereas now with the arrival of DTT, audiences are fast fragmenting.
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