According to the study, the market dropped 0.5% last month, although this was one percentage point better than last July. If this trend continues, advertising revenues for 2010 could end up around the same as last year's.
Forecasts are especially good for television, which could grow up to 1.5% by the end of the year says the report. This would mean Spain's commercial TV channels not only would have absorbed the remaining money for national public broadcaster Televisión Española no longer carrying advertisements from January, but they may also have bitten off a big portion of advertising from other media. Broadcasters have put up their advertising prices.
The other rising market is video on the internet. Here the study forecasts the market will pull in some €13.8 million by the end of present year. But the problem here remains as always: there is a big gap between the possibilities of distributing internet video by the media groups and the needs of advertisers. This is a big difference between the offer and the demand which is causing a price rise in this sector too.