ness in termsof sales.
Atresmedia
thusbecame thefirst Spanishcommu-
nication group to analyse advertising effectiveness using a source that
combines consumption and audience as awhole. Thegeneral framework
of this agreement centres around threebasic cornerstones:
__
To enable the planning of campaigns associatedwith certain cate-
gories basedon thepurchasinghabits of the viewers.
__
Studyof effectiveROI on sales for a seriesof real campaigns, there-
by enabling them tobeoffered to certain advertisers.
__
Firstglobal studyof televisionadvertisingeffectivenesson sales: by
studying42 real campaigns and integrating theKantarmedia audi-
ence panel with that of KantarWorldpanel, it was possible to ana-
lyse their effectiveness in termsof actual sales. The resultsobtained
from the study were clearly satisfactory, thereby demonstrating
that television is themost effectivemedium for advertisers.
AdvertisingonTV is a clear tool to attract
consumers anddefendbrands against
genericbrands.
10% cp / 6% IPpurchases (€)
7% cp / 5% IPmarket share
3%CpMD share
3% IPMD share
Furthermore, 2out of 3brands
increase sales in the short term,
generating…
18%penetration
7% average expense
ROI: 2,20€
(profitability 120%)
Historically,
AtresmediaPublicidad
has alwayswished to try and statisti-
callymodel theperformanceof notorietyas it isoneof thevariableswith
thegreatest influenceon thepurchaseprocess.
MEFE TV (Modelo Econométrico Frecuencia Efectiva) was createdwith
that in mind. MEFE TV is an econometric model to explain and predict
notoriety on television that provides knowledge on what is brought to
notorietyby such variables as creativity, positioning and special formats,
amongother factors. In addition, it generates predictions for future cam-
paigns.
MEFETV isanexclusive tool ownedby
AtresmediaPublicidad
andhasal-
readybeendeveloped for a total of 19 advertisers, including suchbrands
as BBVA, SEAT, Banesto and Central Lechera Asturiana. Moreover, dur-
ing the latest edition of theAEDEMO effectiveness seminar,
Atresmedia
Publicidad
was recognisedwith the award toMost Innovative Presenta-
tion for thismodel.
Over the course of the year, a number of ad-hoc notoriety studies were
also carried out. These included the study carried out to assess the no-
torietyobtainedbybrands through their sponsorshipof
Fórmula 1
or the
study carried out for
Nubeox
tomeasure the effectiveness and comple-
mentarity of “dual screen” actions (those that appear simultaneously on
television and on
AtresmediaConecta
). Studieswere also carried out to
assess the effectiveness ofmultimedia campaigns.
MEFETV
(Modelo
Econométrico
Frecuencia
Efectiva) is
anexclusive
tool ownedby
Atresmedia
Publicidad and
has already
beendeveloped
for a total of 19
advertisers.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
107
