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ATRESMEDIA
|
ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA
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39
Strategy and business model
Atresmedia
is one of the largest communications groups in Spain, a lead-
er in the television and radio markets, with a growing presence in the
digital market (internet) and in businesses that do not depend on the
advertising market. All of these media channels are marketed through its
sales organisation
Atresmedia Publicidad
.
Atresmedia Televisión
is the main division, the driving force of the group:
it generates 88% of the Group's income.
It has 4 channels that are leaders among their target audiences:
Ante-
na 3
,
laSexta
,
Neox
and
Nova
. With an offer based on variety,
Atresmedia
Televisión
is now an established brand that enjoys a good brand image,
with differentiated, high quality, varied and diverse programming which
respects the viewers and tries to offer them the best product, in both
news and entertainment.
The television business is subject to cyclical income, strongly linked to the
performance of the advertising market. Since 2007, the market for televi-
sion advertising has shrunk by around 50%.
The income of the Television Division has therefore fallen over the years
of recession. After the merger with
laSexta
in October 2012, great efforts
have been made to optimise the Company's structure, trying to obtain
strong synergies in order to increase income and, as a result, this grew
above the market rate in 2014.
With the daily effort to optimise income, the right commercial strategy
and attractive programming, in 2014
Atresmedia
gained a market share
of television advertising close to 42%, which turned it into the leading
television company in Spain.
The objective of
Atresmedia
has been to offer the best content to its
viewers. Focused on a family audience, the company schedules a very
varied range of television genres, from national drama as the star content,
to very specific programming such as series, soap operas and documen-
taries, and even sports events such as Formula 1. In 2014, the Group's
audience was 27.7%.