Its overwhelming success in terms of audience figures makes Atresmedia the platform of choice among advertisers for showcasing their products and services. In fact, thanks to this success, Atresmedia’s programmes have been triumphing as special advertising outlets, making them highly attractive to the market and offering advertisers the possibility of linking their brands to premium content. All of this, combined with the Group’s multimedia prowess —which includes the appeal of its six television channels and atresplayer—, its radio outreach, its websites and its social media platforms, make Atresmedia Publicidad an unrivalled proposition compared to its competitors.
In 2023, Atresmedia Publicidad’s strategy was successful in unlocking the value of the media it markets and continued to target innovation, automation and digitalisation. These values are embodied in Atresmedia Publicidad’s traditional three main pursuits: innovation, profitability and efficiency.
Atresmedia Publicidad launched its new Commercial Policy in 2023, switching the sales unit from GRP to CPM and introducing differentiated selling in El Hormiguero 3.0
During 2023, Atresmedia remained firmly committed to innovation as a key pursuit in offering advertisers the very best commercial service. Highlights in 2023 included the launch of the new Atresmedia Commercial Policy, the creation of three new hybrid clusters, and the launch of the audience targeting tool for television, known as The Cube.
New Commercial Policy. One of Atresmedia Group’s main strategic commitments in 2023 was to have Atresmedia Publicidad draw up a new Commercial Policy. Most notably, the new policy switches the unit of advertising sales from GRP (gross rating point) to CPM (cost per mille), making it easier for agencies and advertisers to compare the cost and profitability of their investments across different media. With this new sales model, the Group is now speaking the same language as other forms of media in the audiovisual market and is looking to showcase the excellent return on investment offered by television in general, and by Atresmedia in particular. Another big change ushered in by new Commercial Policy was the launch of differentiated sales in El Hormiguero 3.0., which so far has allowed upwards of 80 advertisers from different 19 sectors to be featured during the programme’s ad breaks, making it the most premium space in the wider Spanish advertising .
