Television maintains its dominance over other types of media. This was the main message conveyed by  Silvio González Moreno, CEO of Atresmedia Corporación, during his talk at the 'Esade Breakfasts', organized by Esade Alumni, in collaboration with CriteriaCaixa. According to Moreno, “Television is still the medium with the highest investment share and highest rate of return”, because, as he explained, “80% of audiovisual consumption is television-based, with an average of 228 minutes per day, a quota similar to that of ten years ago".

Backed by such data, the CEO of Atresmedia indicated that television remains a fundamental element in brand campaign planning. “If they do not include television, brands can lose up to 65% of their notoriety,” adding that "Television not only builds brand, it also leads to sales (...) Thanks to digitalization and big data, we can now segment better and get advertiser messages through more directly and effectively," he explained. Regarding strategy, Silvio González pointed to three fundamental lines within the group: “Diversifying sources of income, building a diversified and global business, and exploiting the main assets as a competitive advantage”. Among such assets, he highlighted the company's contents and two projects: an existing one, Atresplayer Premium, which has more than 100,000 subscribers; and a new one, the founding of Atresmedia Estudios, together with Telefónica, for the creation of fictional content.

Reflection and emotion

One of the pillars of Atresmedia Corporación is social responsibility. In this sense, its CEO insisted that "we are a media of communication and, due to the effect we have on public opinion, we have the responsibility of creating a better society (...) We believe in the power of reflection and emotion," he remarked, in referring to the group's motto, "and, therefore, rely on information, which we provide from different viewpoints through two channels with different editorial lines (...) We think that all opinions must be expressed, because our goal is to address free, enlightened and critical citizens. We are a communications group that is clear about what it wants to be”.

The CEO of Atresmedia Corporación was accompanied during the 'Esade Breakfasts' by Mario Lara , Director of Esade Madrid, and Juan María Hernández Puértolas , Communications Director of CriteriaCaixa.