In 2010, advertising expenditure by telecommunications operators dropped 13.57% compared to the previous year, down to €854.10 million.
This decrease was mainly due to the reduction of 24.8% in advertising by mobile telephony operators. The advertising expenditure by mobile telephony operators represented 54.8% of the total expenditure in the sector. Movistar was the operator that contributed the most to the total advertising expenditure, with 22.5% of the total. It was followed by Vodafone with 21.1% and Orange with 11.1%.
With regards to fixed telephony operators, Telefónica Spain was the one that spent the most in advertising with 15.2% of the total, followed by Ono with 5%.
Advertising expenditure broken down by operator: Telefónica Spain, mobile telephony operators and other operators.
Data provided by operators in response to an information requirement by the CMT. This requirement was made to all the relevant operators who had informed about their start of activities. These are non audited data.