Summary
Spain like all European countries looks to the US when it comes to advertising. If ad sales are soft in America they are softer in Europe. When ad sales are robust in the US then six months later same is true for the rest of the world, including Asia.
Television and Advertising were invented in the US and will always be an American concept.
Analysis
If you are a buyer strike now wile rates are low, don't wait till the US TV market rebounds-because so will the ad rates. If you are a seller get very very promotional. ADVERTISERS ARE LOOKIN FOR A "DEAL" GIVE THEM ONE. I could go on and on but the solution is simple. Play up your strenghts (Television has no competition) Play against older less effective media , like newspapers and magazines. Now is the time to go after older ad accounts especially those that have never tried Television. If their normal media is letting them down seize the moment. Show them the benefits of TV. Play up your USP's (Unique Selling Points) Remember TV is "alive". IT moves unlike newsprint. It has pictures, unlike radio. It has sound, unlike billboards. TV is no. 1 and should be sold that way. I don't care if its Spain or Syracuse TV works!
