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CORPORATE RESPONSIBILITY REPORT 2011
Publiespaña has created a system
of “intelligent advertising blocks”
by adopting a mixed management
model combining the advantages
of the single set of blocks with the
benefits of module marketing
Publiespaña has simplified its planning and management
system and has adapted its offering to the current market
situation, having developed a unique offering through a
mixed marketing system that combines the best features
of a single set of blocks with a module system, thereby
creating the concept of “pauta inteligente” or intelligent
adver tising blocks.
This was achieved by designing two major modules, one
led by Telecinco and the other by Cuatro, which overlap
the selling of adver tising slots with those of the group’s
theme channels with which there is more affinity in terms
of qualitative targets.
The company has launched a new channel called
“NosoloFDF”, comprising Factoría de Ficción, Divinity
and LaSiete, targeting young audience profiles that are
closely related and consistent; these blocks are broadcast
as a single set and have been integrated into Telecinco
commercial module.
In 2011, Publiespaña presented the market with an
innovative commercial offering for Boing, along with its
usual system of advance selling and a three-month slot
allocation guarantee, in which it has emphasised the launch
of a new sponsored format in the form of a small flying
robot that explains to children the secrets of a healthy
diet and habits at breakfast and at afternoon snack time,
bringing in the slots “have your breakfast and afternoon
snack with Boing”, in which different digital adver tising
formulae feature real prescribers in a virtual set.
Publiespaña has reduced the length
of its prime time advertising blocks
to enhance campaign effectiveness
In January the company decided to reduce the length of
its prime time adver tising blocks to a maximum of six
minutes for conventional adver tising, so as to maintain its
market commitment based on historical demands from
adver tisers.
This measure, which has been progressively adopted by
all the group’s channels and is gradually being applied by
other channels, explains the fact that 90% of Mediaset
España’s blocks between 20:30 and 00:30 were shor ter
than six minutes in length by the year end, thereby
benefiting both viewers and adver tisers; with this initiative,
adver tisers receive added value in terms of campaign
effectiveness during prime time.
A recent study prepared by the research institute CIMEC
has confirmed that recall and recommendation of brands
adver tised in blocks of less than six minutes improve by