NEWS
Analogue switchover promoting external publicity
The analogue switchover will be gainful for the external publicity sector in Spain, according to the Managing Director of CBS Outdoor Internacional, Antonio Alonso.
As the DTT offers a wide range of channels, the audience gets fragmented – as a consequence, television broadcasting becomes more expensive for advertisers and they look for alternative media.
The cost of the external publicity, however, has remained constant. So, as advertisers want a mass coverage, they can achieve by two or three panel circuits, instead of the same number of television channels.
Alonso pointed out that CBS is going to continue investing in Spain, although not this year, unless real good chances emerge. Nevertheless, he explained that new resources might be developed in 2011 and 2012.
On the other hand, Alonso stated that Spain is around 4 or 5 per cent of CBS Outdoor Internacional"s business portfolio and that the advantage of the Spanish market lies in its strategic relevance.
