Annual And Corporate Responsibility Report 2017

7.4. To our advertisers Atresmedia’s business model relies on revenue received from advertisers. To ensure that brands enjoy a successful commercial campaign on Atresmedia, the Group remains true to its guiding principles by offering innovative solutions while looking into how to maximise the impact and profitability of their appearances on air. It also insists on a set of shared social responsibility principles that both the Group and the brands must respect when showing adverts across the various channels and stations. In 2017, Atresmedia reported an advertising cost-to-income ratio of 1.56 across its various distribution channels. The advertising cost-to-income ratio means the ratio between share of investment (market share) and share of audience. 7.4.1. Responsible advertising Atresmedia Publicidad aims to offer advertising that is suitable for all ages, focusing in particular on younger audiences, and that is also transparent, profitable and effective. This objective is embodied in the Company’s Corporate Responsibility Policy and Code of Conduct. Managing quality To ensure that all commercial content aired by advertisers meets the quality and responsibility standards set by Atresmedia, the Group continues to improve its quality assurance process so as to achieve zero likelihood of error. Atresmedia Publicidad requests copy advice for the spots and, if the copy shows any sign of infringing Atresmedia’s responsible advertising principles, the advertiser concerned is made aware so it can then make the relevant changes and obtain a new copy that satisfies Atresmedia’s broadcasting requirements. In 2017, the Advertising and Continuity departments continued to refine the implementation of a final filter to ensure compliance with rules and standards. The system draws attention to the conditions raised by the copy advice and does not allow a campaign to be broadcast if negative copy advice is given. Copy advice was revised on a total of 1,257 occasions in 2017, while the number of legal consultations came to 132. Legal consultations occur when Atresmedia needs to discuss questions or doubts with the Legal Affairs department of Autocontrol in relation to the regulation or self-regulation of a piece of advertising content, or how it should be interpreted. 7. OUR CONTRIBUTION  | 159 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017