Page 100 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
100
Unanimous praise for the shor t
prime-time slots with “hiQuality”
airing and the launch of the #3spots
pioneering initiative
Publiespaña has also strengthened its commercial
self-regulation commitment initiated in 2011 through
the much appreciated strategy of broadcasting
conventional advertising blocks lasting less than
six minutes during prime time on all Mediaset
España channels. In 2013, this policy has led to over
95% of commercial breaks being broadcast using
this approach. An indication of the success of this
strategy is the fact that the third wave of the study
“advertising efficiency in prime time” by the CICEM
Research Institute has concluded that advertising
recall in blocks of up to six minutes is 42% better
than recall in longer blocks. This, in turn, impacts
brand recommendation, which improves by 39%
compared with longer blocks.
This strategy has enabled Telecinco to lead the
prime-time advertising rating with an average of
3.9%. In addition, Telecinco has offered four of the
six products that have provided the advertisers
with the best advertising ratings.
55 most viewed spots
in 2013 were broadcast
on Telecinco
30 most viewed spots
on DTT broadcast on FDF
(“La que se avecina”) 74%
of
200 most
viewed spots
in 2013 were
broadcast on
1 1
2 2
3 3
4 4
5 5
27 jun. 17 feb.
26 jun. 10 jan.
30 jun. 10 jan.
27 jun. 10 jan.
27 jun. 17 feb.
32,0 3,4
28,0 3,1
24,8 3,1
24,4 3,1
24,4 3,0
Telecinco has offered 4 of the 6 products that
have provided best advertising ratings 2013
1 2 3 4 5 6
27 jun. 13
Semifinal
España-
Italia
26 mar. 13
Clasif.
Mundial
España-
Francia
12 nov. 13
Avatar
(1ª parte)
12 may 13
F1 GP
España
28 oct 13
El tiempo
entre
costuras
10 nov. 13
MotoGP
Valencia
Rat:
32%
Rat:
28%
Rat:
16.5%
Rat:
16.1%
Rat:
15.3%
Rat:
14.4%