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CORPORATE RESPONSIBILITY REPORT 2011
The study concluded that placement as an advertising
form is generally considered to be positive for a brand,
enjoys high credibility and exclusivity, does not elicit
rejection, distinguishes a brand from other advertising,
attracts attention and recall in viewers and is a different,
non-invasive type of advertising that is even able to blend
with the fiction.
According to survey respondents, the average
recall for placed brands was nearly 50%, with an
effectiveness rate of close to 40%. The report also
found that the presence of brands in programmes
not only did not elicit viewer rejection (as stated
by nearly 80% of respondents) but that viewers
recognised major benefits such as the reduction in
commercial breaks (less interruption of television
content) and the degree of realism and credibility
afforded to programmes and series by brand
presence. The study showed that brand integration
into programmes brought them closer to viewers
(60% of respondents), favoured brand identification
(62%) and awakened viewer interest (63%).
In association with its customers, Publiespaña also
implemented special actions during 2011,closely integrated
with Mediaset España’s content, such as channel self-
promotion for Cuatro andTelecinco starring some of their
most charismatic presenters, to the rhythm of the most
emblematic Coca-Cola songs, on its 125th anniversary, the
“Isla Pladur” as a haven of tranquillity on the “Sálvame” set
and a special edition of “Pasapalabra” in which Ford and
Telecinco joined forces to find the person with the best
football knowledge in Spain, coinciding with the launch of
new Ford car models.
Publiespaña has promoted viewer
awareness of the importance of
brands through the institutional
campaign “We support brands”,
starring presenters from Telecinco
and Cuatro
As in 2009, with its pioneering launch of the first brand
campaign launched in Spain by a television company,which
was applauded by the adver tising industry and businesses,
in 2011 Publiespaña built a new bridge between the
company and its customers in the form of an institutional
campaign designed to boost consumer confidence in
brands; this time the message was broadcast on a larger
number of channels.
With the slogan “We suppor t variety and freedom”,
during the Christmas shopping season (a crucial period
for consumption), Mediaset España’s channels broadcast
a number of commercials and individual slots starring
some of the best known faces of Telecinco and Cuatro,
such as Pedro Piqueras, Jorge Javier Vázquez, Mercedes
Milá, Hilario Pino, Mario Picazo, Emma García, Ana Rosa
Quintana, David Cantero, Jesús Calleja, Mar ta Fernández
and Manu Carreño.
A service-oriented company in
direct contact with its customers
The giant step taken by Publiespaña in 2011 was possible
thanks to its long experience in an industry to which
the company has contributed innovation combined with
commitment to market agents in terms of guarantees,
creativity, flexibility, service and transparency, informing its
customers and the media agencies on a timely basis of
new developments in 2011 through its quar terly digital
magazine Top Spot, which was sent out to nearly 4,000
contacts and was subsequently available in the company’s
websit
t the end of 2011, Publiespaña
announced the new features of its 2012 commercial policy
in a heavily attended event starring over 30 presenters
and actors from Mediaset España, during a gala night in
which the company presented its strong content offering
to over 350 customers from more than 200 companies,
so as to ensure continued proximity to adver tisers and
media agencies.