The strategy reinforces short blocks advertising recall in Mediaset channels Spain

The strategy reinforces short blocks advertising recall in Mediaset channels Spain Sus canales han ofrecido en 2016 el 100% de sus spots en el horario estelar en bloques de menos de 6 minutos. La producci n propia, esencia de la oferta de Mediaset Espa a y especialmente de Telecinco, se confirma como el g nero con mayor ndice de recuerdo, con La Voz' y GH' duplicando el promedio de recuerdo.

Seis a os despu s del lanzamiento de su nueva estrategia publicitaria basada en la reducci n de la duraci n de sus bloques publicitarios en prime time a cambio de otorgar a sus anunciantes los mayores ndices de recuerdo posibles, de mejorar la integraci n de la publicidad en los programas y moderar la saturaci n publicitaria a sus espectadores, Mediaset Espa a se ha mantenido tambi n en 2016 en una envidiable posici n en cuanto a recuerdo publicitario, con sus programas de producci n propia y especialmente The voice and Big brother como el g nero y los espacios que alcanzan los mejores resultados en este an lisis.

The company has issued 100% of its spots last year in primetime all channels in blocks with a duration of less than 6 minutes, with the sole exception of those issued in the rest of football games, limited period always fixed duration. This percentage doubles the 45% achieved by its main competitor, Atresmedia, as follows from the results of the annual cumulative tracking of advertising notoriety in prime time CIMEC.

Spots in short blocks

La nueva oleada de este estudio refrenda que la duraci n del bloque se comporta como la variable m s determinante en la construcci n del recuerdo del spot, superando incluso a la duraci n del propio spot o al posicionamiento de ste en el bloque. De este modo, los anuncios emitidos en bloques cortos, de menos de seis minutos, se recuerdan un 55% m s que los ofrecidos en los bloques largos, situ ndose en una posici n de especial relevancia en un escenario como el actual, con elevados niveles de fragmentaci n y saturaci n. Este porcentaje de recuerdo es el resultado de una evoluci n al alza desde el 47% registrado en la oleada de 2015 del informe CIMEC.

In this regard, Mediaset Spain achieved its strategy to provide most of the advertising recall generated in prime time on television, reaching 56%.

Levels memory

Tres de los canales de Mediaset Espa a, Telecinco, Cuatro y Factor a de Ficci n, se sit an a la cabeza en niveles de recuerdo publicitario con un 14%, 28% y 49%, respectivamente, por encima de la media. El canal tem tico de ficci n de la compa a es, adem s, el nico que ofrece tres bloques breves por hora en prime time pr cticamente a diario. Por el contrario, los dos canales principales de Atresmedia, Antena 3 y La Sexta, se sit an por debajo de este promedio.

Regarding the recall rate by gender and programs, own production, a genre that is part of the DNA of Mediaset Spain and especially programming Telecinco, it is confirmed as the space greater visibility generates the advertiser, exactly 41% above average. In this sense, the two large entertainment spaces Telecinco, The voice and Big brother They occupy the top two positions in the ranking of programs with the highest memory, with levels double the average, followed by Fourth Millennium, GH: Debate, The Blockbuster and Cine 5 Stars.

On the other hand, despite the difficulties involved including short blocks during film emissions -whose legal constraints allow only one block per 45 minutes duration-, Mediaset Spain has maintained its commitment by doubling the memory levels of the main competition film containers.

According to the report, the production itself also acts as the best container to accommodate special initiatives, 20% more than conventional spots are remembered, besides isolating the effect of preferential positioning. The variety of formats that integrates, creativity, prescription presenters special initiatives conducive to Mediaset Spain almost double that of its main competitor in memory.

the Superspot

The Superspot, the exclusive product of Mediaset Spain released in late September, has achieved high ratings and advertising recall. Constituted by an exclusive block with a single spot aired in simulcast in all chains of the company (except Boing) and in prime time, this new product has managed to lead the ranking of the most watched spots of the season and reaching rates notoriety which is nearly triple those of a conventional spot.

LINK:	http://www.panoramaaudiovisual.com/en/2017/01/10/la-estrategia-de-bloq...
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