TV channels in Spain have to reduce the emission of publicity
For Digital Future | July 10, 2008
At the Spanish government was running out of time the ultimatum issued 2 months ago by Viviane Reding, the Commissioner of the European Infromación of the European Union. In May called for a reduction in advertising in all the Spanish TV stations, public and private, to 12 minutes per hour, as required by law. According to Reding, Spain makes too narrow an interpretation of the concept of advertising and as a result, advertising space as telepromotions or advertorial are not taken into account to calculate the 12 minutes. According to the Commissioner, this leads to the violation on a regular basis and the severe limits. In addition, the EU executive body sent a reasoned opinion, the second step of a disciplinary inquiry, so if the conditions imposed, the Commission refers Spain to Court of Justice. The warnings from the Commission date back to July 2007.
It is hoped that this year investment in television advertising reach 3,600 million euros, the highest figure recorded so far but only a growth of 3.8 per cent compared to the forecast of the inflation expectations of 5.2 percent.
We need also to comment on the growing fear of the TV channels to online advertising and its share loss on this. A good example is found in Japan where the marketing that were recruited in the traditional media, more expensive, is being rapidly displaced by the online marketing. One type of communication ideal for tight budgets and ultimately very effective in a country as digitized.
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