The Spanish Radio Market

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The radio business in Spain has been very dynamic. Early deregulation and great creativity are behind the success stories of Spanish radio.  Most part of big networks and local stations have been quite profitable. Traditionally, radio advertising acounted for 11% of total above the line advertising.

But nowdays radio companies in Spain are feeling the pinch. Of course, one of the reasons is the crisis, but there are also some other problems: lack of reliability of audiences measurement systems; launching of new networks and fragmentation of audiences; new competition from Internet, pay TV and videogames…

Radio advertising income was 641 million € in 2008, 9% of total above the market advertising and 5,3% lower than the previous year. (The decrease in the US market was 7,4%). Managers of Spanish radio companies should look for new strategies to face the increasing competition. Consolidation, new distribution windows (like Internet), pay services and more innovation in programming are some options to pay attention to.

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