Advertising campaigns in support of the2013CorporateResponsibility initiatives
Spots
Total time
Coverage% GRP’s
OTS
Antena3
Promos
laSexta
Promos
TDT
Promos Seconds Minutess
Hours
PonleFreno
609
537
4,090 114,269
1,904
31.7
97.0 4,118.8 42.5
HazteEco
Neox
0
0
858
16,202
270
5.4
47.6 324.0 6.8
El Estirón
532
0
1,958 55,836
931
15.5
87.7 1,654.7
18.9
FoodBanks
13
109
149
6,775
113
1.9
58.1
184.6
3.2
Aldeas
Infantiles
126
0
0 25,091
418
7
70.9
781.3
11.0
Voluntary
Week Infant
Feeding
148
0
0
3,108
52
1
58.7 290.5
4.9
RedCross
Preventing
Evictions
401
0
0 56,593
943
16
80.3 2,796.4 34.8
*Estimateddatabasedonnumber of spots andGRPs.
PonleFreno2013Challenges
Level of compliance
Comments
Commissioning a televisionprogramme
with information, reports andopinions
about road safety issues.
100%
PonleFrenohas launched the ‘PonleFreno
report’ section.
Launching an awareness campaign to
protect cyclists
100%
A studyonovertaking cyclistswas
launched inSeptember. 3.0 conferences
about this grouphave alsobeenheld in
2013.
Creating a study centredevoted entirely to
road safety.
100%
InMay, thePonleFreno-AXA study centre
was created.
El Estirón2013Challenges
Level of compliance
Comments
Strengthening the ‘ColesActivos’ initiative
andpublicly recognising theoutstanding
centres in the fight against childhood
obesity.
100%
The first ‘El Estirón, ColesActivos’ awards
tookplace inMay.
Running aphysical activityproject inorder
to study the relationshipbetween regular
physical exercise and childhoodobesity.
100%
El Estirón, togetherwithGoFit, developed
a 12-weekprojectwith the involvement of
more than twenty schools.
FundaciónAtresmedia2013Challenges
Level of compliance
Comments
Improving efficiency inproject
management through implementing a
tool for project planning, monitoring and
evaluation.
100%
First year of the useof indicators.
Desirabilityof some adjustments.
Increasinganddiversifying theFoundation's
funding sources, intensifying fund-raising
actions.
100%
More than€500,000has been raised.
Supporting theHospital Assistance
Programme in the centreswhere it is
running, throughpersonalised visits that
allow for anunderstandingof each centre's
needs and that improve thequality and
suitabilityof theprogramme.
100%
There havebeen four visits, allowing
theprogramme tobe extended tonew
hospitals, thereby increasing the number of
childrenhelped.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
Society
141
