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The role of television is essential to help brands grow sustainably, even in a difficult
economic environment. There has also been a study of the actual purchasing behaviour of
10 large consumer brands who increased their advertising investment during 2014. Their
performance was compared with that of two comparable control groups from the same
market, one formed by advertisers who had reduced their investment and another with
those who had not carried out any advertising campaigns on television during 2014. The
10 brands were representative across all the mass consumption categories, but specifically
in food, beverages, personal care and cleaning. Those committed to increasing their
television advertising managed to increase their market share by 1.6%. It was demonstrated
that advertising contributed an average of 6.4% of sales for the "top 10 television brands"
and also that the greater the investment in television, the better the performance obtained.
The average ROI in television obtained by these 10 brands is €2.1 (€1.1 profit for every euro
invested in advertising).
Profitability: the driving force of the company
Profitability continued to be one of the driving forces of the
Atresmedia
group in 2015.
The synergies between the different media it markets continued to be responsible for the
positive evolution of the company.
More than half of the advertising investment on the
Atresmedia
television channels is
accounted for by tri-support advertisers, or in other words, customers who are present
on all the
Atresmedia
supports. This segment of “multimedia” advertisers also constitutes
50% of advertising revenue in the internet channel, as well as 48% of turnover in radio.
51.4%
trimedi
50.2%
trimedi
47.5%
trimedi
TV
Online
Radio
In 2015, advertising investment “returned” to television for the third consecutive year, its
share compared to the other conventional media outlets remaining almost unchanged.
The evolution compared to the level seen last year was 6.4%. This trend is the result of an
improvement in the macroeconomic variables, but it is undeniably strengthened thanks to
the efforts to contain prices that
Atresmedia
began a couple of years ago, a strategy that
seems to have finally been followed by the other major market players.
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
ATRESMEDIA PUBLICIDAD
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