Page 34 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

34
OUR BUSINESS
“No twowithout three”:spain wins the 2012 European
Football Championship with record audiences
Winning football’s European Championship in 2008 was
a great feat. Winning the World Cup in 2010, a dream.
Winning again at the European Championship in 2012, a
huge challenge. To achieve it the Spanish football squad
set off for Poland and the Ukraine in the month of June
together with a team of more than 150 people from
Mediaset Sport to tell the story.
With the responsibility of being the first private operator
in the history of Spain to offer all of the matches of this
competition free to view and in high definition the team
headed by J.J. Santos, director of sports of Mediaset España,
and made up among others of Paco González, Manu
Carreño, Manolo Lama, Sara Carbonero, Juanma Castaño,
Ramón Fuentes, David Ibáñez, Julio Maldonado “Maldini”,
José Antonio Martín “Petón” and Fernando Morientes as
commentators, experts and reporters - plus a large group
of technicians and reporters from Madrid - displayed the
highest professionalism to bring viewers more than 120
hours of programming dedicated to this sporting event.
These included 31 matches live on Telecinco, Cuatro and
Mitle.es, highlights, special programmes and syndicated
broadcasting of matches on Energy.Thanks to the company’s
multi-channel approach there were more than 90 hours’
live coverage of matches including pre- and post-match,
more than 30 hours of live connection to Informativos
Telecinco, Deportes Cuatro and programmes of the
Mediaset Sport channels, as well as more than 40 hours
syndicated broadcasting of all of the matches on Energy
and Mitele.es.
Under the slogan “No two without three”, in clear
reference to Spain’s desire to win a third consecutive title,
the captain of the national team Iker Casillas and the scorer
of the goal which won theWorld Cup Andrés Iniesta were
the faces of the promotion campaign created specifically
by Mediaset España for this great event which was shown
multi-channel for the first time.
All of these efforts (Special Award at FesTVal in Vitoria)
were rewarded not only with the triumphant return of
Vicente del Bosque’s team: the exclusive free to view
broadcasting of the matches of the European Football
Championship on Mediaset Sport broke all records for
viewing figures in the history of Spanish television: the six
games played by the Spanish national team had an average
audience share of 73·2% and 13,249,000 viewers; the final
between Spain and Italy (83·4% and 15,481,000) was the
most watched game; the penalty shoot-out in the semi-
final against Portugal (83·3% and 18,141,000) was the
most watched broadcast and in that same match came the
golden moment of the European Championship, at 23:26,
with an audience share of 87·3% and 19,085,000 viewers.