If one thing has become clear in recent years, it is that the throne of television as the mass media par excellence is in jeopardy. Audiences are migrating to video-on-demand solutions and advertisers are reducing the weight of television in their strategy.The latest data handled by the directors of televisions in Spain are not positive at all. The advertising investment in television is going to fall and the networks themselves expect it to do so above what analysts expect. In fact, the data could roll back the figures for television advertising spending to data from a few years ago, in the midst of the crisis.The most optimistic version of what is going to happen at the end of the year in the television industry points out that the advertising revenues of Spanish channels will fall between 2 and 3%. It is what the sector expects and it is also what one of the latest Zenith quarterly reports pointed out. However, some television network managers see things much more complicated. As sources from the sector pointed out to El Español, the medium that has revealed these expectations, the fall could be more abrupt and could exceed 3% of lost income from one year to the next. In the first half of the year, television would have already lost – according to the statistics already available – 5.6% of its advertising revenue. The sources of the newspaper have pointed out, however, that in summer and autumn better income data have been obtained, which will compensate for this debacle.

However, with the general Hungary Phone Number List percentages that are already being managed, TV revenues in 2019 would remain at 2.1 billion euros, the lowest figure since 2015.The problem of televisions Televisions are paying the toll for hearing loss. Streaming services are eating their niche and stealing their audiences. They are not stealing advertising directly (many of those platforms do not include ads) but they are stealing from viewers. And with the viewers the advertisers go, after all they want to have a mass of receivers for their content.Added to the tension by the migration of audiences is a complex socio-political context, which has created general instability in the advertising markets. Televisions not only have to face their own problems but also those of the market in general.

Not wanting to see where the future is goingAnd, possibly, to all this it can be added that Spanish televisions have been slow to react to the arrival of the VoD and to the changes in viewers’ habits, despite the fact that the US market had already sent a powerful message to surfers with the boom of the ‘cable cutters’. European televisions operated, or so it seemed from the outside, as if the trend was not going to go with them and as if their audiences were shielded.A couple of years ago, when Netflix was already in the Spanish market and was getting a run-up, televisions had websites to watch television online and on demand, but the experience was far from positive . They had too many ads and too many pauses to serve them. In addition, the ads jumped regardless of what was happening on the screen, which made them even more annoying.

They could cut the dialogue of two characters. And, as our viewing test at the time showed, advertiser brands were looping. The apps were not available for all devices either.Two years later, and with televisions more aware of what is coming their way, the situation has not improved much. On Fire TV, Amazon’s stick, not all TV apps can be installed (although in fairness it should be said that neither those of all VoD platforms, HBO has a nefarious app strategy), for example.Televisions are trying, yes, to position themselves in an alternative way or to become players with potential in the streaming market. Media set has released a service to watch league matches and Mediated tries to sell itself by using firsts in series.

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