A new way to conceive audiovisual advertising

Since 2023, Atresmedia has led the transformation of the audiovisual market by adopting a CPM-based sales model. This strategic shift marked the beginning of a new way of conceiving audiovisual advertising. The transition was supported by concrete initiatives – including high-value proposals such as the innovative ad breaks on El Hormiguero, which offered up to 120 seconds of subsector exclusivity, available on both linear and BVOD, and featuring a disruptive digital appearance. Also noteworthy is TopNews, television’s most premium format, offering seamless integration between advertising and content at the most-watched moment of the day.

In 2025, we launched Total V1deo, a concept that unifies linear, CTV, and digital into a single framework. It addresses new consumption habits and advertiser needs with a cohesive, measurable, and effective offering. The entire Atresmedia advertising ecosystem now operates under the Total V1deo logic – products designed from the outset to meet specific communication goals and generate maximum premium attention in safe, high-quality environments.

The strategy reinforces this positioning with new solutions such as the exclusive incremental ad break, which extends the reach of the exclusive ad break by targeting viewers not reached via a connection preroll on CTV over the following 48 hours. Mentions in sports and weather forecasts increase their visibility through Reach Media Mention, which brings them to social media with a second, native, creative. Additionally, the Frequency Optimiser replaces creatives once a user has reached their impact threshold, improving the effectiveness of multichannel campaign planning.

OTTIR is a free and open tool developed in partnership with Tres14research and based on official data from Kantar Media. Its goal is to fill a critical information gap by estimating the incremental reach that OTT platforms contribute as a complement to a TV campaign. It also enables comparison between the coverage provided by OTTs and that generated by broadcasters’ CTV using the “Not Seen” segmentation. OTTIR provides a clear, transparent view of how the different environments overlap and complement each other, enabling the optimisation of advertising campaigns in an increasingly fragmented media landscape.

In 2026, Atresmedia Publicidad will continue advancing the roadmap launched in 2023, consolidating the Total V1deo model. It has become a solid, distinctive reality in the market – an authentic product philosophy and commercial strategy, focused on delivering differential value to advertisers. Our commitment remains clear: to build a Total V1deo universe that is more effective, measurable, and designed to generate maximum return for brands in an ever-evolving advertising environment.