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OUR BUSINESS
an average of over 30%.This reaches 55% with respect to
adver tising broadcast in blocks longer than six minutes.
Publiespaña has reinvented its
portfolio of Special Initiatives,
bringing in virtual product place-
ment for the first time in the
Spanish market
Publiespaña has bolstered it conventional advertising
strategy through the development and launch of new
formats tailored to the requirements brought in by the
Law on Audiovisual Communication.The new time frame
established by this law for all commercial developments
except traditional commercials generated a genuine
challenge for Publiespaña in 2011 and forcing it to reinvent
the product portfolio with creative and flexible solutions
tailored to each advertiser. Through sponsorships,
internal moments and, in particular, product placement,
as the maximum expression of content and advertising
integration, the company’s launched a new business line
in the form of virtual product placement, for the first time
in Spain, consisting of the digital insertion of a brand in
domestic and foreign fiction series.
The pioneering experience in “Hospital Central”, Spain’s
most long-running television series, in 2011 led to other
virtual placements in productions such as “La que se
avecina”, “Aída” and even the foreign series “Criminal
Minds”.
The range of product placement alternatives in the
commercial policy applied by Mediaset España’s channels
has also grown considerably in recent months in various
entertainment and coaching programmes on both
Telecinco and Cuatro.
In 2011 Publiespaña conducted a study in association with
Aegis Media on the effectiveness of product placement in
order to test the results of campaigns carried out using
this new product type, determine the opinions of viewers
and be in a position to offer customers a tried and tested
offering that would lend credibility and reliability to this
new business approach; the results of the study were
excellent as regards audience perception of the presence
of product placement in fiction series.
Source: KANTAR MEDIA (PT: 20:30- 24:30)
% PT blocks less than 6 minutes 2011
Conventional advertising (except overlays)
GROUPS
%
MEDIASET ESPAÑA
93%
ANTENA 3 Group
40%
LA SEXTA Group
79%