The Media in Spain: Forecasts for 2010

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Usually, this blog presents data and trends about several media markets. We are focused in Spain, but we also analize other European and American markets. Today we will do something different: we will be bold enough to forecast what will happen during the next 365 days. Here is our forecast.

– After two years of strong decrease, advertising will be flat. That will means that the crisis of the media industry will end, but the recovery will be slow. The non-leading companies will keep fighting for survival.

– TVE 1 will be the leader of the Spanish television market. The public broadcaster will take advantage of its new business model: the audience will like a channel without advertising.

– Both SER and Onda Cero will be the winners in the radio industry. Onda Cero will add new listeners -mainly from Cope- and the distance with the dominant SER network will decrease.

– Circulation of newspapers will go down between 1 percent and 3 percent. Editors’ new marketing strategies will not be efficient enough to avoid the competition of online services.

– The internet stars will be the most popular social networks and, of course, Google. But TV channels will be also very active: their webs will provide new services which will be integrated with other platforms (mainly broadcasting and mobile phones).

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