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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA TELEVISIÓN
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66
Quality, diversity, prestige and
leadership
Since
Antena 3
was created 25 years ago, television in Spain has evolved
very quickly. New channels have been launched, the internet has extend-
ed the television experience to a multitude of screens and the content has
been evolving to satisfy both the traditional audience and the new "con-
nected" public. These changes have not stopped television from continu-
ing to be one of the central features of society, rather the opposite. One
could say that "25 years is nothing", but in audiovisual communication
terms it has been almost everything, although we know that, fortunately,
there is still much to come.
Antena 3
began its test broadcasts on 25 December 1989 and during 2015
has held various commemorative events with institutions, employees, ad-
vertisers and viewers.
Antena 3
, our country's largest private television
network, has become
Atresmedia Televisión
. With four leading channels
in their segments, it has become a well-known television group, with an
innovative and high quality business and editorial model, respecting both
viewers and advertisers.
A success model that has provided all the
Atresmedia Televisión
chan-
nels with a strong personality, channels that continue winning audiences
month after month thanks to their differentiated programming, with an
extremely high success rate, and where not only drama has broken re-
cords since records have tumbled for news programmes, current affairs
shows and game shows. A television network that also stands as the fa-
vourite of society and the most appealing from an advertising point of
view.
In 2014, the Group was absolute leader in both the full day and during
prime time in terms of the total number of viewers and in the commercial
target until the disappearance, in May, of three leading brands.
xplora
(1.6%),
laSexta3
(1.7%) and
Nitro
(1.7%) said goodbye as leaders in their
genre and target audience following a successful career that saw them
become unique channels. Despite this, and the resulting disadvantage
in terms of the fewer number of channels compared to its competitor
Mediaset España,
Atresmedia
has reacted and adapted by creating new
formulas for success.
Antena 3
has grown for the third consecutive year, at the height of the
crisis, achieving its best result in five years with an audience share of
13.6%. In 2014 it was the leading channel in the commercial target, both
over the entire day (13.8%) and in prime time (14.1%).
laSexta
, meanwhile, is the fastest growing network (+1.2). Out of all the
television networks it is the one that recorded that best annual figures in
its history (7.2%) and once again beat Cuatro, this time by no less than
0.5 points.