ACRR_2014

ATRESMEDIA

ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014

ATRESMEDIA PUBLICIDAD

More efficient, interactive and

innovative

25 years after the creation of

Antena 3

and

Onda Cero

, innovation, effi-

ciency and profitability continue to be the pillars on which

Atresmedia

is founded so that it offers the best service to its customers.

Innovation because advertising progresses quickly, as do new consum-

er habits, and because a hyper-connected society needs communication

through the new media, whose scope and possibilities are still to be fully

discovered. For this, and because innovating also means researching, in

2014

Atresmedia

created

AtresmediaLab

in order to fully take advantage

of the new multi-screen advertising opportunities and increase its effec-

tiveness.

Atresmedia Publicidad

has also managed to incorporate creativity into

planning. It has good reasons to jointly market its television channels,

radio stations, internet portals and new media whose complementarity

increases their effectiveness, provided that there is reliable awareness of

the effect of each media, the short and long-term performance of the

different media channels and the maximum level of recognition that each

can achieve. Only then is it possible to ensure the greatest profitability.

Investment in advertising has returned to television, which increased its

share compared to the other conventional media (+1.7 points vs. 2013)

and grew by 11% compared to the levels seen in the previous year. This

trend is the result of the improvement in the macroeconomy, but funda-

mentally also because of the effort to contain prices, a decision that has

allowed

Atresmedia

to strongly improve its efficiency.

2014 has been characterised by the growing improvement in advertising

investment in television, which in the January-September period showed

an increase of 2.3 market share points compared to the other convention-

al media. However, it has also been a year marked by the closure of three

channels,

Nitro

xplora

and

laSexta3

. To address this situation,

Atresme-

dia

has strengthened the offer of

Neox

and

Nova

, and of course of the

main channels, to make them even more attractive and cater for the audi-

ence coming from the closed channels. The company's advertising offer

continues to be, despite everything, a leader in coverage and affinity.

As for radio, although this is a media channel characterised by stability

in terms of investment, it has experienced significant growth and, in the

case of the stations marketed by

Atresmedia

, these have grown above

the average market rate thanks to an appealing and competitive offer.

Additionally,

Onda Cero

Europa FM

and

Melodía FM

have again achieved

great audience results, which consolidates

Atresmedia Radio

as the sec-

ond largest radio group with more than five million listeners.

In the online area it is worth noting the deceleration in the growth of the

Internet media channel, which is growing more slowly than television. The

creation of

AUNIA

has been especially important for the industry. This

guarantees customers the presence of their brand in professional, high

quality content and in a safe environment.

Aside from the quantitative indicators,

Atresmedia

also has received rec-

ognition from the market. According to a recent study completed by Per-

sonality Media,

Antena 3

and

laSexta

are the most liked television chan-

nels in Spain; in fact, seven programmes from

Atresmedia Televisión

are

among the top ten for quality.

In 2014,

Atresmedia

created

AtresmediaLab

in order to fully

take advantage of

the new multi-

screen advertising

opportunities

and increase

efficiency.