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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA PUBLICIDAD
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102
New studies to increase multimedia effectiveness
In order to continue researching and increasing our understanding of ad-
vertising effectiveness,
Atresmedia Publicidad
and Kantar World Panel
joined forces to obtain better information about television consumption.
Thanks to this data, brands belonging to four large sectors of the econo-
my were able to plan their strategy based on the behaviour of the poten-
tial buyers of their products.
Atresmedia Publicidad
and the consultancy firm Kantar Worldpanel also
conducted a crossmedia survey to measure the impact on real purchases
of the multimedia campaigns on television and the internet for the brand
"Dinosaurus de Nutrexpa". The campaign managed to have an impact on
almost the entire population, achieving 92% coverage on television and
5.3% on the internet, which demonstrated the complementary nature of
the two media in achieving advertisers’ objectives. The television cam-
paign managed to increase the capture of new buyers by 35% and rein-
forced the purchase of Dinosaurus among older people. The Internet was
the media that most related to the core target; the spending of people
between 35 to 49 years was increased and the coverage of young people
was reinforced. The online media also achieved 50% of its impact among
those with little exposure to television.
Television, the most effective media
To demonstrate that advertising on television is the most profitable when
it comes to generating brand recall,
Atresmedia Publicidad
conducted
a study with
Tres14 Research
. In conclusion, 60% was identified as the
minimum television share to maximise the effectiveness of the investment
made. This research also made it possible to measure the influence of
each media in multimedia advertising, the short and long-term perfor-
mance of the different media channels and the maximum level of recog-
nition that each can achieve. Lastly, the study was able to identify the key
elements in optimising advertising investment and achieving the maxi-
mum brand recall.
The main result that emerges from this study is that television stands out
as the most effective and profitable media when generating brand recog-
nition. As we increase investment levels, each media achieves a maximum
recognition limit, from which point on more investment no longer gener-
ates greater recall. In these circumstances, advertising on television is the
one that offers the highest values and that takes longer to become satu-
rated and reach its maximum limit. To maximise the levels of recognition,
the television investment share should be above 60%. Additionally, 81% of
multimedia recognition generated is due to television.
At the end of the year,
Atresmedia Publicidad
and the consultancy firm
IRI conducted a study for the beer industry in order to measure the ef-
fectiveness and profitability of different media in generating a return on
investment. This research allowed for the measurement of the influence
of each media channel in the sale of beer and revealed that the ROI was
highest in television at 0.82. In contrast, the online media only reached
0.42.