While advertising spend in conventional media is down 6.5% in the first six months of 2008, with cinemas and daily newspapers registering the biggest drop, advertising spend in Internet and theme channels has weathered the crisis with increases of 28.3% and 12.1%, respectively.
Without a shadow of doubt, the current crisis has hit the advertising industry hard, since in the first six months of the year advertising spend is down 6.5% on the same period last year, falling from 3,898.5 million euros to 3,644.7 million, according to the results of a study conducted by InfoAdex.
TV ad spend, the most important channel as regards overall expenditure, is down 4.1%, the regional TV channels (-8.9%) being hit harder than national ones (-3.5%). Although this is nothing compared with the drop in daily newspaper (-16.2%), Sunday newspaper (-14.2%) or cinema ad spend (-43%).
Whether this is due to the growing popularity of the Internet in Spain, with more than 11 million users and a market penetration of 56%, or to the greater ROIs generated by online advertising, the truth is that online ad spend is going from strength to strength, even in times of crisis. The 110.6 million euros spent on online advertising during the first six months of the year represent a growth of 28.3% with respect to last year’s figures.
