6
Giuseppe Tringali
Chief Executive Officer
In the past year of 2012 we have again suffered from adverse
economic conditions which have affected our activities, as they
have those of the other sectors of the industry. Faced with this
it has been our aim to make use of our marketing experience,
and thus make the most of our powerful resources, in order to
confirm once more our leadership of the Spanish advertising
market.
As regards free to view television, the main activity of the
group, we have sustained our commitment to commercial self-
regulation undertaken in 2011, with around 95% of commercial
breaks in prime time having a duration of less than 6 minutes
of conventional advertising. The results of the second wave of
the study “La Eficacia publicitaria en Prime Time”, prepared by
the CIMEC research institute, have again confirmed the impor-
tance of this commitment by concluding that the length of the
break is the advertising management variable which contributes
most to recall, as 60% of familiarity is explained by its dura-
tion. For this reason we can affirm without any doubt that the
advertising campaigns broadcast by our channels have given
our advertisers the best rates of recall, the main objective of
any advertisement.
And in addition to maintaining our commitments in 2012 we
have also kept open our advertising options in accordance with
the needs of advertisers. Publiespaña continues to offer a mixed
system of flexible purchase with a wide commercial offering
which includes Monocadena, in which the advertiser chooses
individually the channel on which he wishes to advertise, and
the option of simultaneously purchasing channels with similar
profiles, channels which are in turn grouped according to affinity
of target audience in qualitative terms in two large modules
created by the company: “Módulo Telecinco” and “Grupo
Cuatro”, thus simplifying and facilitating effective advertising
management.
The widening of the range of advertising possibilities for
advertisers in relation to the content of Mediaset España
has been another of our great investments. In addition to
sponsorship, in-programme advertising or virtual product
placement 2012 has been the year in which the company has
successfully developed a number of highly integrated special
advertisements by way of branded content.
We have carried out two specific corporate measures in 2012:
a new campaign to support brands called “We support brands”
and an institutional campaign designed to support Spanish
brands which triumph abroad under the slogan “Spain: work,
innovate, compete”.
As regards the other media handled by the group, currently
concentrated in Publimedia Gestión, the company continues
to seek new horizons in online television, outside advertising
and pay per view television among others. In relation to the
latter in 2012 it marketed the channels produced by Prisa TV
in the Canal+ platform in addition to the channels of Chello
Multicanal, to which has recently been added the management
of Cosmopolitan TV.
In this regard innovation applied in all fields has been of partic-
ular importance: in outdoor digital advertising the innova-
tion of enhanced reality or sensory experience in the Iwall in
Shop circuit of screens; and especially in online advertising, the
first interactive spot applied by way of the innovative VPAID
Timeline format, which allows the internaut / viewer to have
interactive advertising experiences in real time with the live
broadcasting of content, or the new “Adlive” format in which
the technology makes it possible to recognise the commercial
breaks marked up in the television broadcast and change the
commercial break on free to view television to specific blocks
of advertising for online television.
I never like to conclude without saying that it is the people
who make up our group who are the main creators of our
success. I also want to inject a little optimism and wish for
the difficult times we are going through, especially in terms of
unemployment, to begin to improve before the end of this new
year. For our part we know that only work, dedication, hope
and enthusiasm will allow us to reach the ambitious goals we
set for ourselves.
LETTER FROMTHE
CHIEF EXECUTIVE OFFICER
LETTER FROMTHE CHAIRMAN AND CHIEF EXECUTIVE OFFICERS
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