Atresmedia modifies its advertising sales: from GRP to CPM

Starting April 1, the group Atresmedia will begin to bill its advertising sales at cost per thousand contacts (CPM) instead of at cost per GRP, which represents a significant change in the commercial paradigm of the Spanish media group.

Atresmedia begins this transformation of its commercial policy by focusing on the hybridization of content. The model CPM, although it is not common in Spain, it is what American television stations adopt, as well as, more recently, certain media groups in Latin America.

In the words of José Miguel García-Gasco, general director of Atresmedia advertising: “Technology has to help us attract the attention of our viewers. Therefore, hybridization is a fundamental factor. “Data, segmentation, incremental coverage, together with our usual attributes, make us the most complete premium audiovisual offer on the market.” In statements to The Advertiser, the marketing director of Atresmedia Javier Andres Ortega interprets this movement as a “currency exchange", since "actually the grp cost and the cpm are the same concept with different views, because the grp speaks in terms of percentage of the target audience and the cpm takes as a reference the contacts generated by the campaign."

According to Atresmedia, with billing CPM instead of GRP, as usual, we search for “facilitate the work of agencies and advertisers when comparing the cost and profitability of their investments in different media and supports in the audiovisual market in which we operate", which will make it possible to reveal "the value and profitability of the television medium in terms of coverage, context , brandsafety, notoriety or the ability to build a brand, compared to other offers on the market.”

In parallel, Atresmedia has confirmed that it will begin the differentiated sale of The Anthill, which will provide new features such as “total video sales, multi-screen and multi-platform, subsector exclusivity, blocks of maximum 120” and real-time audience measurement.”

“If we presented today The Anthill As a new product, it would be the most powerful video community that exists in Spain. Every month it is capable of generating 400 million contacts to the television market. The Anthill It's a Superbowl from Monday to Thursday. Every day between 5 and 6 million people pass by live, only on television,” says Miguel García-Gasco, general director of Atresmedia Publicidad.

The announcement was made within the framework of the event Upfront 2023, in which Atresmedia has presented both its most recent programming bets how are you new trade policy.

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