The Spanish Digital Media Industry’s Transition

Laburpena

This chapter shows the results of a survey that was carried out among the managers of a 106 SMEs and other large well-known Media companies based in Spain, whose turnover exceeded the six million € a year quote, taking into account the Data and the Trends of the economical development that the Spanish Media Industry is ongoing. The survey was conducted on a random sample, using Simple Random Probability, with a Maximum Margin of Error on the Total Sample of 9.0%, and a 95% Confidence Interval. The two major challenges we face underlie on the managers’ answers to questions related to the digital transition and on knowing how to adapt to the changes brought by Big Data. The results throw a very pessimistic prospect for the Printed Press and Traditional Advertising Payments, with a greater optimism when it comes to Private TV and Radio, where all the hopes are set on the Digital and Mobile Media as well as on Corporate Communication