The Zenith Vigía panel shows a slight increase in investment in digital signage during 2012

The Zenith Vigía panel - made up of marketing managers, commercial and research of the main Spanish media companies- estimates that this year the investment in dynamic outdoor advertising (digital signage) will reach the 11,9 million euros, a figure that represents a growth of slightly more than 13% on the figure estimated as closing of 2011.

The results of the bimonthly panel Zenith Vigia, composed of managers from the commercial departments, marketing and research of almost all Spanish media and media groups, show that digital outdoor advertising is not taking off as expected. The forecast for the closure of 2012 is that it will capture 11,9 million euros, a very similar figure, something less than 1% above, compared to what was obtained two months ago but which represents a growth of slightly more than 13% with respect to the figure estimated as closing of 2011.

According to those responsible for the panel (the media agency Zenith Media), advertising investment in media will fall this year by 14,6% and again a 9,1% in the year 2013, which means a drop to values ​​that have not been experienced since 1998. And the advertising investment forecasts for this year have deteriorated considerably since two months ago, when the bad data of the first three quarters consolidated and the necessary reaction was not noticed in the last part of the year. Nevertheless, The end of the year seems to show a certain relief in the downward trend that media investment has been registering throughout the year.

The advertising market is reducing in size while it is digitizing. The investment captured by new digital media, o digital versions of traditional media is only a part of what comes out of analog media. According to Zenith Vigía's forecasts for November, all media, except the digital ones (Internet and Mobile) will experience setbacks. Television, Cinema and print media fall more strongly than the market average, while Radio and Outdoor advertising decline, but less than the market average. Television continues to be by far the medium that captures the largest part of the investment but loses market share for the second consecutive year.

Estimates for 2013

The panel now has the first forecasts for the year 2013. The market could fall 9,1%, a figure that is almost halfway between the forecasts obtained in October based on the opinions of the advertisers who are members of the Zenthinela panel. (-10,2%) and those provided by Arce Media in its last i2p of the month of October (-8,3%). Media forecasts follow a very similar trend, although on a somewhat smaller scale, to those reflected for this ending year: digital media would grow, although only mobile phones (+10,3) would have double digit growth; Internet will grow 3,5%. They would fall less than 5% Exterior (-3,6%), Radio (-3,5%), Television (-4,5%) and Cinema (-4,8%) and would fall more than 5% the diaries (-7,9%), the Magazines (-6,1%), Supplements (-6,3%) and the Media for Immigrants (-7,0%).

The Zenith Vigía panelists estimate that the crisis in the advertising market will subside at the beginning of April 2014, so there would still be eighteen months of difficulties.