Zenith Vigía panelists expect advertising investment to increase by 1.8% in 2019, just over one point below the forecast made by the same panel last November.In 2019 there are no major sporting events, which are concentrated in even-numbered years. Instead there will be several electoral calls, which in Spain do not benefit advertising investment.The greatest growth will occur in Digital Media while it is expected that Generalist Television will decline slightly and that Print Media will continue to fall at a rate similar to that of recent years.In recent years the consumption of Linear Television has been reduced, which reached its maximum in 2012. But it is still the medium that concentrates the highest percentage of investment because it provides the highest concentrations of simultaneous audience and the best construction of notoriety for the brands. The drop in consumption would force the large audiovisual groups to increase their prices, something difficult to achieve in the current situation.There is a part of the investment in communication that does not reach the media; another part, increasingly important, is very difficult to locate and measure by market data sources.In recent years, advertising has grown less than GDP, thus losing weight in the economy.Again, as has been the case for several years, Mobile is the medium for which the highest growth is expected: 11.1%. Double-digit growth is also expected for investment in Social Networks (10.1%) and very close for other digital specialties: Online Video could grow by 9.9% and the Internet as a whole by 8.8%.These are not independent growths. In many cases, Online Video advertising is on a Social Network and is viewed through a Mobile.Growth above the market average is also expected for Television Payment Channels (+ 5.4%); for Digital Outdoor Advertising (+ 5.4%); for Cinema (+ 2.9%) and for Radio (+ 2.1%).Outdoor Advertising as a whole will grow, but less than the market average (+ 1.6%).On the other hand, investment reductions are expected for General Television (-0.4%) and for Print Media: Newspapers (-6.1%); Magazines (-6.5% and Supplements (-8.3%).Panelists’ perceptions of the economic situation and the advertising market have deteriorated in recent months. The IPSE (Index of Perception of the Economic Situation) falls slightly more than 12 points and now stands at -22.6, the worst figure since July 2013, still in the midst of the crisis.

The IPMP (Advertising Market Perception Index) is even more negative, it falls almost five Greece WhatsApp Number List points and stands at -30.2, closer to “bad” than “fair.” It is also the worst data since July 2013.The Automotive sector may continue to be the one that pulls the advertising investment, as it has happened in recent years. But recent changes in the legislation caused an exceptional surge in sales in August and significant falls in the following four months. The Vigía panelists show their doubts about how the sector will evolve this year: while for 56% the advertising investment of the sector will grow, for 15% that investment will decrease.Forecasts by mediaThere are no major changes compared to the forecasts for 2019 that we obtained last November.

The most important is the change of sign in the forecast for General Television: the forecast falls 1.5 points and becomes negative -0.4%.As there are no large increases in the forecasts that can compensate for the drop in the medium that is still the leader in investments, the forecast for the group of media falls 1.1 points.The largest rise in the forecast corresponds to Cinema, for which a growth of 2.9% is now expected, eight tenths above the previous forecast. The Cinema, after its digitization process and with a maintenance of the attendance to cinemas around one hundred million tickets sold, continues to be a small advertising medium but with great results in generating memories.Investment forecasts by means can be seen in the following table. They are compared with the forecasts for 2019 made in November. The third column represents the direction of the variation.

A + sign indicates that the forecast is now better; a sign – that the forecast is now worse; greater number of signs should be interpreted as greater amplitude of the variation: Zenith Vigil panelists expect advertising investment to increase by 1.8% in 2019, just over one point below the forecast made by the same panel last November.In 2019 there are no major sporting events, which are concentrated in even-numbered years. Instead there will be several electoral calls, which in Spain do not benefit advertising investment.The greatest growth will occur in Digital Media while it is expected that Generalist Television will decline slightly and that Print Media will continue to fall at a rate similar to that of recent years.In recent years the consumption of Linear Television has been reduced, which reached its maximum in 2012. But it is still the medium that concent

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