Beyond using the group’s media channels to broadcast the campaign,
communicationwas enhancedby incorporatingbookendsbefore thead-
verts inwhichviewerswere informed that theads theywereabout to see
were responsible for allowing them to enjoy the programme being aired
at the time. This is a new commitment by the company topromoting the
valueof the commercial communicationandadvertisingactivity industry
as adriving force in the economy.
__
Spot deOro
: Through this initiative,
AtresmediaPublicidad
wished
tohighlight thevalueof themosteffectiveadvertson itschannelsby
recognising themerit associatedwith their ability toconnect viewer
and brand via an experience shared by millions of people. Every
week, the group announces and broadcasts themost-watched ad-
vert on its channels freeof charge, togetherwith abanner showing
the number of viewers it received. From all the adverts broadcast
on the channels of
Atresmedia
(
Antena 3
,
laSexta
,
Nova
,
Neox
,
Ni-
tro
,
xplora
and
laSexta3
), the most-watched advert of the week
becomes the “Spot deOro”.
__
Productodel año
:
Antena3
and
laSexta
congratulated thewinners
of the “El Producto del Año 2013” competitionwith a piece on TV.
Formore than four years,
AtresmediaPublicidad
has been a spon-
sor and partner of these awards. “El Producto del Año” is the only
competition in which consumers directly vote to choose themost
innovative consumer products of the year. The goal is to foster in-
novation in the commodities sector andbring the newest products
closer to consumers.
In the digital arena, the company launched its
Calidad 10
commitment
at the start of the year toguarantee thebest broadcast quality to adver-
tisers for their advertising on the group’s websites. This has become a
distinguishing feature when comparedwith other media, where content
or technology content is poorer.
According to the mediaScope study performed by Grupo Consultores,
this type of initiative, as well as the methodology used to implement
them, has meant
Atresmedia Publicidad
was chosen by the market as
the leading sales force in the categories of “commercial service quali-
ty”, “compliancewith agreements”, “advertising effectiveness” and “pro-
grammequality”.
In the same study, the
AtresmediaPublicidad
websitewas recognisedas
themost highly valued among those surveyed, aswell as its newsletters.
According to
themediaScope
study
Atresmedia
Publicidadwas
chosenby the
market as the
leading sales
force in the
categories of
“commercial
servicequality”,
“compliancewith
agreements”,
“advertising
effectiveness”
and “programme
quality”.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
101
