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ATRESMEDIA
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EXECUTIVE SUMMARY
— CORPORATE RESPONSIBILITY 2014
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With the daily effort to optimise income, the right commercial strategy and attractive program-
ming, 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 documentaries,
and even sports events such as Formula 1. In 2014, the Group’s audience was 27.7%.
Atresmedia Radio
generates 9.5% of the Group’s income. With three different stations,
Onda Cero
,
Europa FM
and the new music station
Melodía FM
, it maintains its strategy to inform and entertain
all types of audiences with the same philosophy of balance and diversity. It is the second largest
radio group in Spain and is a leading organisation within a market that is becoming increasingly
demanding and competitive.
It is a plural, diverse, close, open and participatory radio organisation, whose success can be seen
from its five million listeners and also from it having the highest profitability per listener in our
country.
Onda Cero
, the second largest general radio station in Spain, with an audience of over two
and a half million listeners each day (EGM, 3rd wave 2014), has retained its aim to report on the
basis of seriousness and diversity but without forgetting that radio is also entertainment.
Europa FM
, meanwhile, is the group’s star music radio station. In just five years it has grown from
a small radio station to occupy the third position in the ranking of music channels in Spain, with
over two million listeners. It is a benchmark among the younger audience who follow, for example,
the morning show
Levántate y Cárdenas
, one of the most listened to. Completing the Group’s
radio offer is
Melodía FM
, which is also a music station but for a more mature audience. With its
new programming, launched in 2014, it has been growing month after month without interruption.
A few years ago
Atresmedia Digital
was created in order to define strategies and exploit online
content. The department has the dual function of promotion and marketing for the traditional me-
dia channels and attracting new users, in both online and offline environments.
Taking advantage of the new technologies, and aware that viewers are already living in a mul-
ti-screen environment,
Atresmedia
offers its viewers all the content broadcast on television
through all the media channels. The rapid development of the social networks also allows viewers
to interact with and comment on their favourite programmes.
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