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Spain's most expensive TV spot is bought

Published on .

MADRID - RTVE, Spain's public TV channel, has confirmed that the most expensive TV spot of the year - the last before Spaniards eat their 12 grapes at midnight on December 31 - will for the second year running be taken by kitchen ceramics company Porcelanosa, preceded by mobile telecoms service MoviStar. The first spot of 1997 will be for Seat, replacing Fiat last year.

The rate card cost for the Porcelanosa spot is $200,000. The upmarket family-owned company based in the Castellon province of Valencia will use in its New Year advertising via Asesores de Comunicacion, Valencia, the celebrity Isabel Preysler, former wife of middle-aged heart-throb singer Julio Igelsias and current wife of Spain's ex-finance minister Miguel Boyer. One of Preysler and Iglesias's children is also likely to appear in the commercial.

The Spanish tradition at New Year is to attempt to eat one white grape on each of the 12 chimes of Madrid's Puerta del Sol clock as broadcast on all TV channels at midnight on the last night of the year. These are then washed down with champagne.

Copyright November 1996, Crain Communications Inc.

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