During February 2021, advertising investment reached 331.7 million euros, decreasing -20.0% compared to the equivalent period of the previous year when the registered volume was 414.5 million euros.As a reminder to point out that the data in this press release includes those media and supports not directly controlled by InfoAdex based on declarative data from the advertising market. For this reason, the data presented here may not coincide with those obtained from the tools that InfoAdex makes available to users of their information. The media most affected by this measure are Radio, Exterior and Digital, the latter due to the inclusion of data from Search and Social Networks.During this fiscal year, InfoAdex will include data from 2019 in the comparative tables in order to show a more realistic scenario in terms of evolutions. In such a way that the data can be compared with those of a period exempt from the effects of the pandemic and the measures adopted, which have significantly affected the advertising sector.
2020 was a bittersweet year for television. Television, which had experienced a clear decline in terms of audiences in recent years, suddenly found itself closing all-time highs. The confinement processes caused more and more viewers to take refuge in television broadcasts. The need to have French Email List information all the time and to cover hours of entertainment initially drove television.In Spain, for example, data of historical maximum audiences were closed. It looked like a mirage in the middle of the previous fall. The audience boom, even so, did not become a ‘forever’ change in content consumption patterns, since in the end those who loyalized their audiences were the streaming platforms .In parallel, and it is what makes even those first moments not so positive for television, advertising did not go en masse to television. Rather the complete opposite. Advertisers were already before the crisis wondering what their role should be with respect to television and whether it was still worth betting on their advertising breaks.During the coronavirus crisis, television was one of the great victims of the stoppage in advertising investment. The large audience peaks have not been monetized as expected: it was possible to spend a long time in front of the screen without the chain that was being seen not sending “announcements and we return.”
In general, during the year, advertisers who resumed advertising or never cut it off bet more on digital channels.And, as with all channels and with all advertising scenarios, now the big question is in the recovery: is normality going to return at some point and is television going to recover the margin of the cake that corresponds to it in the distribution? of advertising investment?The answer to that question is rather complicated, despite the fact that the late Tokyo Olympics are scheduled to take place this year. The Olympics are usually a powerful engine in advertising spending, causing brands to spend a lot of money on promotions and campaigns. However, this year’s edition is adventurous as it will be rare and advertisers may not like that very much.