Page 54 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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This capability has resulted in an improvement in the
Group’s profitability at operating level in terms of both
EBITDA and EBIT:
2. MAINTAINING AUDIENCE LEADERSHIP
The Mediaset Group’s overriding objective is to be the
audience leader in the audio-visual market.
In this respect, Mediaset España has ended 2013 as
the leading TV group with an audience share of 29% in
total day/total individuals. Concerning audience share
in the commercial targets, in 2013 Mediaset España
reached a share of 31%, a record for the Group. The
two broadcasts with the highest viewer figures in 2013
belong to Telecinco, specifically the end of the Spain-Italy
soccer match during the Confederations Cup, with 13.6
million viewers.
Telecinco, the Group’s main channel, achieved an average
audience share of 13.5% in total day/total individuals
during 2013, while the average in the target audience was
12.7%. Telecinco was also the audience leader for most
days during 2013, holding its leadership position for 200
of the 365 days in the year.
The Group’s goal in 2014 is to improve those margins in
order to maximize return for shareholders. In addition, the
above results were achieved improving the Company’s
financial position: 2013 was the year with the greatest
cash generating capacity in the last four years, with a
net increase of €19.8 million in the Company’s financial
position:
Margen EBITDA FY* Margen EBIT FY*
64.9
7.3%
70.2
48.8
87.2
8.5%
5.5%
10.5%
FY12 FY13 FY12 FY13
* EBITDA adj./ingresos totales * EBIT/ingresos totales
26.5
FY11 FY13 FY12
-28.0
93.5
73.7
FY10
+ 121.5m€
€ Million