40
OUR BUSINESS
and 20th anniversaries respectively of the deaths of the
legendary actresses Marilyn Monroe and Audrey Hepburn.
Thanks to this full content offering Divinity has proved
highly popular with advertisers and on account of its profile,
image and brand quality it was the channel chosen to put
in motion two new branded content initiatives together
with commercial brands: “Tricotosas”, a microspot on
the art of weaving and making clothes and accessories,
and “Mis primeras veces”, a learning space for first-time
parents. Divinity was also the official television channel
of the Mercedes Benz Fashion Week in Madrid for the
second year running.
The cutting-edge quality of the Mediaset España women’s
channel has also led to the signing of agreements with
important music labels which have seen in the Divinity
brand a means of reaching a highly valued consumer niche.
As a result of these agreements the channel has shown a
daily microspot on music and fashion (“Divinity Jukebox”),
released two records in 2012 (“Divinity Jukebox” and
“Divas Divinas”), included songs by artists such as Lana del
Rey and Maroon 5 in the promotion for its most forward-
looking series and has appeared as the official television
channel of top musical events such as the concerts given
in Spain this year by Jennifer López, Rihanna, Lana del Rey
andThe Killers or the 40 Princiales 2012 Award Ceremony.
But without any doubt one of the areas in which Divinity
has been most prominent this year has been that of
image development, something indispensable for defining
its personality and becoming a recognisable and noted
brand among the myriad of themed channels. Grouping
content in conceptual containers such as the film seasons
referred to above or “Series que enamoran” and “We
love realities”; launching channel slogans such as “Divinity
is a must” and “Divinos somos todos”; paying attention to
social networks and taking maximum care of the design
and aesthetics of its curtains and promotions, these are
some of the strategies which have contributed to the
name of Divinity being closely linked to concepts such as
style, modernity and good taste in current television.
Energy, an offering for young urban men
Energy celebrated its first birthday in January with the
broadcasting of a new edition of the sporting event which
gave rise to its being born in 2012: the ceremony awarding
the FIFA Ballón d’Or, a date which confirms the decidedly
sporting DNA of the Mediaset España men’s channel
which has had an average audience share throughout this
year of 1·8% among men aged 25 to 44, overcoming its
main competitor in this segment Nitro (1·4%) both in
overall annual terms and in each month of the year.
The progress made by Energy since its birth and its even
greater growth in the most attractive audience segment
for advertisers confirm the success of its positioning
within the channel strategy according to gender and age
developed by Mediaset España:
The central axis of the programming of Energy has
turned to a large extent around sport with the gradual
introduction of exclusive and syndicated content from the
main sporting events of Mediaset España for free to view
television such as the European Football Championship
2012, with the exclusive showing of the programme
Daily total. Men 25-44
1.8
1.4
December 12
November 12
October 12
September 12
August 12
July 12
June 12
May 12
April 12
March 12
February 12
January 12
1.7
1.5 1.4
1.4 1.3
1.5 1.4 1.3
1.4 1.5 1.3 1.4
2.1
2.0 2.1
2.0 2.0
2.0
1.6
1.9
1.8
1.6
1.3
1.4
1...,30,31,32,33,34,35,36,37,38,39 41,42,43,44,45,46,47,48,49,50,...172