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LETTER FROMTHE CHAIRMAN AND CHIEF EXECUTIVE OFFICERS
Giuseppe Tringali
Chief Executive Officer
We star ted 2011 with the responsibility that comes from
being the leading audiovisual communications group in
Spain and one of the most impor tant in Europe. This
leadership has enabled us to have more channels, better
technical resources and in par ticular, the best team to face
the new challenges that arose during the year.
2011 had its share of events.With respect to conventional
adver tising, we took the first step towards the continued
improvement of its efficiency for customers, adver tisers and
media agencies through Publiespaña by following a policy
of adver tising slot length that leverages as far as possible
the oppor tunities offered and which current legislation
permits.We have delivered on this commitment: since 1
April there has been less than 6 minutes of conventional
adver tising on more than 90% of prime time slots on all
our channels. This effor t on our par t sets out apart from
the competition and recent studies have borne out its
effectiveness as it considerably increases the adver tising
recall of adver tisements broadcast in those slots.
In 2011weworked on adapting our special initiative offering
to the new General Law on Audiovisual Communication.
In this respect, last April we were involved in a pioneering
vir tual
product placement
experience in the longest running
Spanish fiction series in Spain,
“Hospital Central”
.
Our channel offering has increased since 1 April following
the launch of Divinity. This channel is aimed at the more
commercially oriented female viewer and has in its brief
existence achieved excellent results, ending 2011 with a
2.1% share in its Core Target group: 16 to 44 year old
women.This has enabled us to strengthen our multichannel
and multitarget strategy.
Regarding the marketing of our television offering, we
have always sought solutions that improve the service
provided to our adver tisers and simplified planning
and management systems. In this regard, last August we
launched NOSOLOFDF (NSF), an adver tising channel
made up of Factoría de Ficción, LaSiete and Divinity. The
Mediaset Spain Group’s marketing has therefore adopted
a mixed sale system which combines the advantages of a
single adver tising mode approach and a module offering.
As a result of all the above, Publiespaña retained its
adver tising investment leadership in 2011, achieving a
43.6% market share, according to the latest Infoadex study,
and was positioned 13 points ahead of the second private
operator.
And in Publimedia Gestión, the inclusion of the more than
20 channels of Canal + together with the existing channels
of Chello Multichannel into the commercial management
por tfolio enabled us to position ourselves as one of
the leading Pay-Television operators in Spain. Together
with the other two lines of business of the subsidiary
of Publiespaña, Internet y Exterior digital, revenue grew
markedly compared with 2010 by almost 40%.
Lastly and through the commitment which units us to our
clients, towards the end of the year and in collaboration with
PROMARCA, we started up an institutional campaign to
support manufacturer brands, with different people from
our channel arguing in favour of leading brand values and
which may be summarised as: quality, innovation, trust and in
particular, variety and freedom of choice.Together we have
to work in an environment which continues to be marked
by uncertainty because it is together that we can achieve the
best results in 2012.
LETTER FROMTHE
CHIEF EXECUTIVE OFFICER