WORLD PRESS TRENDS - World Association of Newspapers

SPAIN
SPAIN
Commentary - Asociacion de Editores de Diarios Españoles (AEDE)
The Spanish economy suffered a deceleration during the year
2002. Nevertheless, its growth rate of 2% is above the average
growth of the EU.
GNP = 2 % Inflation rate = 4 %
particularly bad year because they attract the type of advertising
which is more directly affected by an economic downturn than
the regional and local dailies. The good news is that the
decreases were not as high as those experienced in 2001, and
the last quarter of 2002 showed a definite improvement.
In 2002 total advertising revenue increased by around 0.2% to
Euro 11,700 million. However, conventional media experienced
a decline in revenues of 1.2%, which resulted in a drop in its
market share to 46.15% (Euro 5,400 million). Within this sector,
newspapers’ market share decreased by around 4% to Euro 1,531
million; most titles suffered, but the national newspapers had a
Newspapers and the internet
Some newspapers have changed their business model towards
‘pay per view’.
Ownership (mergers, alliances)
The two digital TV operators are trying to merge.
POPULATION
Adult population by age and sex
All individuals Male Female Households
000 % 000 % 000 % 000
Children 6,298 16 3,243 16 3,055 15 13,462
16-24 4,932 12 2,527 13 2,405 12
25-34 6,671 17 3,389 17 3,282 16
35-44 6,236 15 3,123 16 3,113 15
45-54 5,081 13 2,522 13 2,559 12
55-64 4,056 10 1969 10 2087 10
65+ 6,974 17 2,939 15 4,035 20
Total 40,248 100 19,712 100 20,536 100
Source: EGM
All adults Males Females Households
000 % 000 % 000 % 000 %
A+B 2,175 6 1,142 7 1,033 6 777 6
C1 5,058 15 2,509 15 2,549 14 1,861 14
C2 14,738 42 7,310 43 7,428 42 5,613 42
D 9,302 27 4,353 26 4,949 28 3,660 27
E 3,543 10 1,609 10 1,934 11 1,553 12
Total 34,816 100 16,923 100 17,893 100 13,464 100
Source: AIMC - EGM
A+B = upper class
C1 = upper middle class
C2 = middle class
D = lower middle class
E = lower class
Housewives (co-habiting persons)
Housewives
000 %
under 25 358 3
25-34 1,921 14
35-44 2,872 21
45-54 2,567 19
55-64 2,115 16
65+ 3,633 27
Total 13,466 100
Source: AIMC - EGM
Age structure of daily readership
% of % reach within
Age readership age group
14-19 6.2 29.1
20-24 9.5 40.8
25-34 22.2 43.4
35-44 20.8 43.4
45-54 16.8 43.0
55-64 11.0 35.5
65+ 13.5 25.4
Newspaper reach (%)
Daily Weekly Monthly
All adults 37.4 67.6 73.1
Men 47.8 - -
Women 27.7 - -
HHS 27.9 - -
Source: AEDE
HHS: Main Household Shopper
Households
Households
Household size 000 %
1 person 1,841 14
2 people 3,261 24
3 people 3,525 26
4 people 3,140 23
5 or more people 1,698 13
13,465
without children 9,979 74
with children 3,487 26
with children aged 0-3 844 6
with children aged 4-9 1,772 13
with children aged 10-13 1,764 13
Total 13,465 100
Source: AIMC - EGM
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003