The Media in Spain: Forecasts for 2010


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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