Page 53 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

53
CORPORATE RESPONSIBILITY REPORT 2012
OUR ADVERTISING
Publiespaña, commercial concessionary of Mediaset
España, has once again led the television advertising
market in 2012 with a 45·3% share of investment
(according to data published by InfoAdex).The company
has once again displayed its management skills in the most
adverse economic conditions since the birth of inde-
pendent television in Spain, applying its wide experience
to the marketing of one of the best offerings of free to
view national channels both general and themed.
This set of channels has brought to its commercial
policies a richness of profile unique in the sector on
which it has forged a modular strategy with which, while
respecting the conduct guidelines issued by the National
Competition Commission, it has offered its customers
the coverage and efficiency of Telecinco, the qualitative
profile of Cuatro and the segmentation capacity of the
themed channels.
All of which with the ongoing commitment to commercial
self-regulationgiven in2011and throughwhichPubliespaña
has placed itself as the only concessionary with a self-
regulation strategy consisting of showing more than 90%
of its commercial breaks in prime time with a maximum
duration of 6 minutes of conventional advertising. With
this decision, unchanged since then, the group has
demonstrated its responsibility and its commitment to
improving the efficiency of the television medium, thus
achieving a double objective which benefits both the
viewer and the advertiser, the latter receiving added value
from this initiative in terms of the effectiveness of their
campaigns in the maximum consumption time slot.
The second wave of the study “La Eficacia publicitaria en
Prime Time” prepared by the research institute CIMEC
emphasises the importance of this undertaking on the
part of the company. According to this study the length
of the block is the advertising variable which contributes
most to recall, as more than 60% of recognition is
explained by its duration. Advertising recall for blocks
of up to 6 minutes is more than 60% better than the
average and is almost triple that of long blocks, which in
turn affects brand recommendation which is 44% better
than the average and doubles that of longer blocks.
Advertising self-regulation was accompanied in 2012 by
the launching of an original and pioneering way in Spain of
leading into advertising: a curtain referring to the content
being shown and the channel and informing the viewer of
the length of the commercial break.
Publiespaña has developed a wide commercial offering
in 2012 with highly varied characteristics and levels of
service providing communication possibilities to all types
of customers. The company thus achieves one of its
main objectives: providing a flexible system of purchase
adapted to the real needs of customers.
In addition to the Monocadena option, with which the
advertiser can choose the individual channel on which
it wishes to air its advertising, there is the simultaneous
option which consists of groups of channels with similar
profiles, which not only facilitates purchase but also
simplifies planning and management. Moreover thanks
to the flexibility of the mixed system there is access to
more of the target audience and greater advertising
efficiency. To develop it Publiespaña has designed two
large modules which group together channels with similar
profiles: “Module Telecinco” and “Group Cuatro”. It also
still offers the innovative package for Boing where there
is a system of advance sale and guaranteed allocation in
3 months.
Publiespaña once again leads the
spanish television advertising market