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Commitment to transparent
marketing
Within the framework of the agreement
reached with Kantar World Panel to
learn more about the behaviour of
consumers in relation to television, three
different studies have been carried out
on television planning that allows for the
search for product purchaser targets.
These studies have shown the great
benefits obtained with these types of
initiatives.
The
Marcas TOP
(TOP Brands) study
was also carried out with Kantar World
Panel. This analysed the financial impact
of television campaigns in terms of the
increase in sales in the mass consumption
sector. The results show that brands
placing greater trust in television obtain
better sales results.
In collaboration with Tres14 Research, in
2015
Atresmedia Publicidad
worked on
two new projects:
•
The Second Study on multimedia
Advertising Efficiency, which measures
the effectiveness and profitability of
the different media when generating
advertising recognition.
•
The development of online software
which helps simulate the optimal
media combination given the
advertising investment.
Atresmedia
participated in the
development of the effective frequency
on television econometric model
(MEFE TV), which helps explain
brand recognition and can even make
predictions about the performance
of the campaigns depending on the
characteristics and distribution of
contact. During 2015, 32 advertisers were
subject to this analysis.
Cross-media studies were undertaken
which established the perfect media
complementarity between the web and
mobility environments and traditional
television, given the new forms of
audiovisual consumption.
In 2015, Atresmedia broadcast
more than 17,000 seconds of
free television spots, valued
at €3,478,380, and more than
21,000 seconds of free radio
advertisements valued at more
than €2,543,913
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
ATRESMEDIA PUBLICIDAD
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