Surprisingly strong airtime demand in November 2016
November airtime demand started very impressively in Greece. The first week, 1 to 7 Nov, we estimate that Total TV spending is 25%+ vs. 2015, with CPR following close. For the whole month spending will be close to +20%, with CPR not far behind. This last is happening also because MEGA is losing its grip on the market and almost half of the volume that used to be on MEGA, now “pushes shoulders” to secure a spot on best zones of the rest channels.
Mid season sales may be an additional reason, but also as we move to the end of the year, many advertisers decide to strengthen a bit their brands, as they did at the end of 2015, at the expense of the bottom line.
With October closing at +5%, the last Q of the year will end-up min +10% with CPR following close