November 7, 2016

Spain

General Information (Last Update end 2024, source Dataxis)

Market in Volume

• Population 48.6 mln
• Number of TV households 19.7 mln
• TV sets installed base 34.6 mln
• Smart TV installed base 29.5 mln
• Smart TV installed base 150% of HH
• Addressable households (HbbTV devices) 18.6 mln
• Addressable households (HbbTV devices) 94% of HH

Market in Value – Total TV revenues (FTA + Pay TV)

• Total TV network revenues 3,778.6 in mln EUR

Market Structure – Top Broadcasters by Market Share (% of total TV network revenue)

• TVE 29.2%
• Forta Televisions 26.3%
• Mediaset Espana 20.1%
• Atresmedia TV 17.3%
• Other broadcasters 7.0%

Addressable TV Market Status (source: Dataxis, April 2023):

HbbTV addressability also has bright days ahead in key markets of Western Europe like Spain. AtresMedia Publicidad was the first ad sales house to launch HbbTV addressable campaigns back in 2019, and was followed by PubliEspana at the end of 2020. Local publishers have decided to capitalize on this opportunity rather early on, and rightly so: Spain is the 5th biggest TV advertising market in Europe, and already more than 70% of its total TV households were using connected HbbTV devices at end 2022 (source: Dataxis, ”Addressable TV in Europe: where do we stand one decade after AdSmart?”, April 2023).

Addressable TV – Active Solutions

Top Broadcasters – References