Spain faces double dip advertising plunge - Entertainment News, International News, Media - Variety: "Spain looks set for the TV ad man's worst nightmare -- a double-dip downturn -- as a first-half advertising revenue rally runs out of steam.
Estimates of how bad or long Spain's second dip will be vary. Common consensus, however, suggests it will reach rock bottom this month.
Analysts forecast that TV channels will see a year-on-year 7% TV ad revs plunge in October, after a 1%-4% drop in September.
Zenith Media predicts a 10% fall in total advertising in Spain this month, after a 7%-8% drop in September.
TV ad spending faces far tougher comparisons with the same period last year when a faltering recovery began to kick in.
In the first quarter of 2010, a governmental cash-for-clunkers scheme boosted car sales 39.5% year-on-year, allowing Telecinco to push through 30% year-on-year price hikes on ads for cars and other goods in the second quarter."
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