agrowthcatalyst forbrands.Oneof theconclusions reachedby the
study indicates that abrand recovers 1.2net eurosper euro invested
in advertising.
__
In order to promote transparency in the advertisingmarket,
Atres-
mediaPublicidad
hascreatednewchannelsof communicationwith
advertisers and viewers, and has created the
la publi quemegusta
sitewhereviewersaregiven theopportunity tochoose their favour-
ite advert.
__
In terms of innovation, the preparation of personalised advertising
products has been strengthened so that they complywith the spe-
cific needs of advertisers and efforts continued on developing the
MEFE TVmodel that explains and predicts the notoriety of televi-
sion campaigns basedonhow they areplanned.
Promotionof self-regulation in the sector
The
Atresmedia
group isavoluntary signatoryof the sectoral self-regula-
tioncodes that set commercial communication requirements that exceed
current legislation.
CódigodeAutorregulaciónde radio (Self-RegulationCode for Radio) (January 2013)
PAOS: CódigodeAutorregulaciónde laPublicidaddeAlimentosDirigidaaMenores, prevención
de laObesidady laSalud (SpanishSelf-RegulationCode for FoodAdvertisingaimedat
Children, thePreventionofObesityandHealth) (adhesionby televisionoperators in2010)
CódigodeConducta sobreComunicacionesComerciales de lasActividades del Juego (Code
of Conduct onCommercial Communications onGamingActivities) (2012)
CódigoAutorregulaciónde laPublicidad Infantil de Juguetes (Self-RegulationCode for Toy
Advertising aimed at Children) (amended in 2010)
CódigodeAutorregulaciónPublicitariadeCerveceros deEspaña (Self-RegulationCode for
SpanishBrewer Advertising) (2009)
CódigodeAutorregulacióndel Vino (Self-RegulationCode forWine) (2009)
CódigoAutorregulaciónSMS (Self-RegulationCode for SMS) (2009)
FEBE: CódigodeAutorregulaciónde laFederaciónEspañoladeBebidas Espirituosas (Self-
RegulationCodeof theSpanishFederationof SpiritousBeverages) (2006)
Oneof themain achievements in terms of self-regulation in 2013was the
signing of the Acuerdo de Corregulación de la Comunicación Comercial
en Radio (Agreement on the Co-Regulation of Commercial Communic-
aion on the Radio), a similar code to that which already exists for adver-
tising content on television.
Furthermore, the PAOS Code was revised: its scope of application was
extended to include advertising on the Internet aimed at children under
15 and it was strengthenedby the adhesion of the associations that rep-
resent companies in theSpanishhotel and catering sectors.
Although the requirement to apply for prior administrative authorisa-
tion before advertising prescription-freemedicines has beenwithdrawn,
Atresmedia
decided to request prior copy advice or a consultation ser-
vice fromAutocontrol regardingall prescription-freemedicinecreativities
in order to continue guaranteeing viewer safety. The samewas done for
all gaming campaigns before theywere aired.
153 legal consultations and677 copy advice requests toAutocontrol
(38%more than in2012)
LidiaSanz
DeputyDirector of the
AsociaciónEspañola
deAnunciantes
(SpanishAdvertisers’
Association).
“Besides legal
and regulatory
requirements, the
Atresmediagroup
has established
other additional
advertising
management
mechanisms due
to its commitment
toCorporate
Responsibility”.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
117
