Page 8 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

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INTRODUCTION
Giuseppe Tringali
Chief Executive Officer
Although certain macroeconomic parameters in the Spanish
economy have improved in recent months there are still indicators
which are stalling Spain’s recovery, such as the high level of
unemployment and the lack of credit for families and companies.
Following ten successive quarters of decline in the television
advertising market, there has been a clear change in trend in the
last quarter of 2013, with growth in excess of 5%. We are clearly
starting a change in cycle and rising confidence is of key importance,
but this change has still not reached the real economy. In line with
this analysis, our forecast for 2014 is for a better year than in 2013,
which was a period of transition and slow recovery. In any event,
once again Mediaset España has maintained its leadership in the
TV advertising market, achieving 43.7% of spending share (source:
InfoAdex).
2013 was also a key year for our company because the foundations
have been laid for the future of Publiespaña.We have redirected all
the business lines of Publimedia Gestión to Publiespaña, with the
exception of Pay TV in compliance with the requirements of the
CNMC. MultiscreenTV content consumption is a growing trend and
Mediaset España is the media group preferred by users demanding
audio-visual content on the Internet and who participate in that
content actively through their comments on social networks.
Second screens have become staunch allies of the television and
therefore we are strongly backing the integration of television and
Internet advertising.
In this respect we have taken a farther step and have set up a new
company, IntegraciónTransmedia (IT), to respond to the new market
demands and develop 360º degree advertising campaigns.
In each project, the new company implements the resources
required to plan the best possible communications campaign
beyond the media available to Mediaset España, fully complying with
applicable regulations.
With respect to free-to-air TV, we were leaders again in both
total individuals (29%) and in the target most sought after by our
customers, the commercial target (31%), according to data from
Kantar Media. These excellent results are explained by our way of
understanding advertising. The prime-time advertising commitment
we initiated in April 2011 involves over 90% of Prime Time blocks
in our channels having a maximum duration of six minutes of
conventional advertising.Through this decision, unchanged since then,
the Group has demonstrated its responsibility and its commitment to
improving the efficiency of the television medium, achieving a double
objective which benefits both viewers and advertisers.The third wave
of the study “La Eficacia publicitaria en Prime Time” (Advertising
Efficiency in Prime Time) prepared by the research institute CIMEC
emphasises the importance of this undertaking by the Company.
According to this study, 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. We should note that this study was awarded a prize
for the best presentation at the 29th AEDEMO Television Seminar.
As part of the same strategy, the Company has taken a step forward
by successfully offering the market a specific advertising product for
the Cuatro series “Homeland”, consisting of the broadcasting of
“hiQuality” blocks with a maximum of three spots.
Within the innovation area, together with the successful branded
content solutions, we have recently added a pioneering commercial
synergy initiative between TV and the social networks called
“Advergame Experience”. This is a completely new advertising
format in Spain which enables our customers to integrate their
virtual product placement using social networks.
In addition, Publiespaña, in its commitment to opening new lines
of business, has entered the Latin American online advertising
market through its holding in the digital concessionaire Netsonic
for adverting on the web sites of Mediaset España and other Latin
American media.
The new multimedia dimension of Mediaset España has also led
to the remodelling of the Publiespaña website, a showcase for the
broad commercial offering made up by its channels, programmes,
presenters, formats, websites and advertising product portfolio.This
showcase is being renewed and updated continuously and allows
the advertisers themselves to provide us with their suggestions or
send us their comments.
Among its corporate actions, Mediaset España has joined the
“Publicidad Sí!” (Yes to Advertising) initiative which brings together
the main players in the advertising industry with the aim of
“fomenting the social and economic relevance of advertising in
society and defending advertising as a fundamental pillar of the
economic, social and cultural development of our country”.
As always, I would like to end by expressing my gratitude for the
excellent work performed by all the people that form part of
our group. I am convinced that we can all learn from this difficult
period in order to face the coming years with even higher levels of
professionalism.
LETTER FROM
CHIEF EXECUTIVE OFFICER