Page 56 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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3. MAINTAINING ADVERTISING LEADERSHIP
The Mediaset Group has maintained its leadership position
in the advertising market thanks to the commercial
strategy implemented by Publiespaña. The commercial
policy developed in 2013 has enabled us to maintain a
distance of almost one point with respect to our nearest
competitor. The objective in 2014 is to continue leading
the TV advertising market.
For 2014, the challenge is to continue with the careful
selection of audio-visual products demanded by viewers
which, together with excellent cost management, should
enable us to maximise revenues in a highly competitive
environment.
In this respect, Mediaset España has already shown how
this can be achieved since in recent years, in its dealings in
the advertising market the Company has managed to: (i)
increase audience share (ii) maintain advertising market
share (iii) save operating costs, and (iv) increase the net
financial position.
TV market share
42.6%
7.1%
43.7%
Others
6.6%
FY10pf*
24.7%
44.5%
969.4
26.3%
43.5%
824.1
28.1%
45.4%
829.9
29.0%
43.7%
748.6
-28.0
93.5
73.7 26.5
Audience share Market share Costs Net financial position
FY11 FY12 FY13
* Proforma financial statements under IFRS for Grupo Telecinco and Grupo Sogecuatro.
Source: Kantar media (audience 24h total individuals) and Infoadex.