Spain’s Mediaset, owner of Tele 5 and Cuatro, is integrating its commercial units of TV and Internet jointly to market advertising in a 360º strategy in an attempt to boost ad revenues at a time when TV advertising has dropped by 15 per cent in the first quarter of the year. Advertising on pay TV will be remained separately and marketed by Publimedia Gestion to comply with the current legislation.

The company is taking a multimedia approach when marketing advertising with its eight TV channels (Tele 5, Cuatro, Factoria de Ficción, Divinity, Engery, Boing, Nueve and La Siete) and its websites (telecinco.es, cuatro.com, divinity.es, among others) with over 15 million visitors. Tele 5 also wants to exploit its content platform mitele.es which has gained almost 5 million users in a year with over 5,000 hours of live and a la carte content, more than 10 million VoD with TV series, films, sports events, among others.

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