Page 33 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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CORPORATE RESPONSIBILITY REPORT 2012
Mediaset Sport is born, a new brand bringing together the great
sporting events broadcast exclusively by mediaset españa
In 2012 as part of the institutional campaign in support of
the Spanish national football team and Spanish motorcycle
riders “Desafío España” the sports teams of Telecinco and
Cuatro came together for the first time since the merger
giving birth to Mediaset Sport, a new brand created to
bring together the effort and enthusiasm of the Mediaset
España team in the coverage of the big sporting events
shown exclusively this year on Telecinco, Cuatro and
Energy and which have constituted one of the main parts
of the group’s programming schedule: the European
Football Championship, MotoGP, the UEFA Europa League,
football matches in the Kings Cup, the Roland Garros
tennis tournament and the semifinals and final of the FIFA
Club World Cup, among other competitions in which
Mediaset España has not only displayed its ability to cover
large events such as these, it has also once again been
with our sportsmen and women in their historic victories
winning the acclaim of the large numbers of fans who
support them.
Mediaset Sport offers the largest coverage of moto
gp in history
In 2012 Mediaset Sport took on the challenge of becoming
the first private operator to offer exclusive coverage of
the Motorcycling World Championship with a twofold
objective: provide the widest coverage ever on television
of the three stages of this great event -MotoGP, Moto2 and
Moto3- and make the Spanish riders as human as possible
bringing them closer to viewers in a series of reports in
which Mediaset Sport has shown the public their less well
known sides and by way of self-promotion campaigns in
which the main Spanish riders in the main category Dani
Pedrosa and Jorge Lorenzo invited viewers to follow the
competition.
To achieve the first of these objectives Mediaset Sport used
a large team from the world of motorcycling to cover the
event made up of 200 people co-ordinated by J.J. Santos
with Keko Ochoa in the commentary box with expert
comment from Dennis Noyes and Mela Chércoles. Also
contributing to the coverage was the 12+1 times world
motocycling champion Ángel Nieto and reporters Marco
Rocha and Lara Álvarez at track level - paddock and pit-lane
respectively - to get the first reactions of competitors. An
effort in technical and human terms which resulted in the
greatest number of hours of live coverage of a sporting
event of all the commercial channels this season, with more
than 300 real hours of broadcasting of practice, qualifying
and the races themselves, 50 hours of syndication and
more than 300 hours of repeats of the races, additional
content, reports and interviews - both live and on demand
- by way of Mitele.es/motogp.
For each Grand Prix Energy was usually given the task of
sounding the starting gun with live coverage of the free
training sessions on Friday and Saturday, handing over to
Telecinco on Saturdays for the classifying stage. On the
Sunday of the race Telecinco would give six hours of live
broadcasting - including pre- and post-race - to the three
world championship races. Also throughout 2012 and to
bring the event into all Spanish homes the sports sections
of Informativos Telecinco and Noticias Cuatro gave full
reports on each Grand Prix with live connections from
Wednesday of the race week until Monday, reporting on
the best moments of the races in the three categories.
As a result of all of this air-time the 18 races of MotoGP
reached an audience share of 24·9% and 2,318,000 viewers,
with an excellent target audience rate of 28·3% and 34·2%
for men aged from 25 to 44. The most watched Grand
Prix was in France with an audience share of 29·7% and
3,454,000 viewers.