Atresmedia does not limit its role to providing truthful and accurate information, but also assumes an active role in raising social awareness, integrating this approach across its programming, both through its content and its advertising spaces.
Broadcasting free NGO campaigns
For more than fifteen years, the Atresmedia Group has allocated part of its advertising space to non-profit organisations. Through this initiative, it achieves a double purpose: on the one hand, it allows NGOs to raise the visibility of their causes and benefit from Atresmedia’s media reach; on the other hand, it helps raise awareness among audiences of these social causes, bringing them closer to the possibility of collaborating with them. In 2025, the Group broadcast a total of 33 social campaigns, valued at €22.2 million. All campaigns aired are aligned with the Sustainable Development Goals, in order to measure their contribution to the 2030 Agenda. In 2025, some examples of these campaigns included:
- The campaign by Fundación Hogar Sí (SDG 1 No Poverty), which highlights the situation of homeless people through real testimonies.
- The campaign by the Spanish Breast Cancer Research Group Foundation (SDG 3 Good Health and Well-being), focused on the need to invest in research, as patients are being diagnosed at increasingly younger ages.
- The campaign by Fundación PROCLADE (SDG 10 Reduced Inequalities), which highlights the loneliness and hardship faced by older people in highly vulnerable contexts in different parts of the world.
- The campaign by Fundación Ecomar (SDG 14 Life Below Water), focused on raising awareness about the protection and care of seas and oceans
Support for the Emergency Committee
Since its creation, the Atresmedia Group has supported the Emergency Committee, made up of seven international humanitarian NGOs: Acción contra el Hambre, Aldeas Infantiles SOS, Educo, Médicos del Mundo, Oxfam Intermón, Plan International and World Vision. Through all its communication channels (television, radio and digital platforms), Atresmedia broadcasts the Committee’s public appeals for solidarity in crisis situations identified by the Committee. Atresmedia provides society with all the necessary information to send aid in each case. In 2025, the Committee was activated on two occasions, both with Atresmedia’s support: following the earthquake in Myanmar and after the ceasefire agreement in the Gaza region, raising €114,000.
Broadcasting entertainment content and campaigns that reflect the diversity of society.
Through its content and entertainment output, Atresmedia aims to act as a loudspeaker for minority groups and show its audiences the richness of diversity. To this end, it creates and broadcasts content such as Mariliendre, Luimelia, Una novia por Navidad, Física o Química: La nueva generación, Reinas al Rescate, Las Noches de Tefía and Drag Race, among others. In addition, in 2025 Atresmedia launched the campaign “Sirviendo orgullo” (“Serving Pride”) with the aim of highlighting the importance of continuing to tell LGTBIQ+ stories in the audiovisual sector.
Actions and campaigns carried out in collaboration with advertisers.
Atresmedia Publicidad, together with the brands it works with, has promoted advertising campaigns and strategic actions aimed at raising social and environmental awareness. Some of the campaigns and actions launched in 2025 include, among others:
- "Conduce el Cambio” with Renault Group, an initiative focused on promoting more sustainable, fair and connected mobility. The action was developed around a digital hub and a strategy of audiovisual and digital content across television, social media and Atresmedia platforms.
- “Tu Tiempo Solar” together with ISDIN, an awareness initiative designed to prevent skin cancer and highlight the importance of protecting oneself from the sun all year round. The initiative was integrated into Antena 3’s “El Tiempo de Brasero”, where Roberto Brasero delivered messages on photoprotection and skin health, combining weather information with preventive advice.
- “Amazon busca pueblo”, a campaign in which Atresmedia collaborated with Amazon to celebrate local festivals and rural roots in Spain, giving it visibility on El Tiempo de Brasero, on the Group’s radio programmes and leading local stations, and on the Group’s social media channels.
Targets related to the broadcasting of free campaigns
Target 1. Increase the number of free television advertising campaigns for NGOs to 36 campaigns per year by 2031. The Group has committed to increasing the number of campaigns broadcast through to 2031, reaching 33 campaigns in 2025. Specifically, in 2025, a total of 33 campaigns were aired for the benefit of 30 NGOs, with a value of €22.2 million.
In addition, this indicator forms part of the Group’s ESG indicators linked to sustainable financing, as set out in section G1-1.
Target 2. Ensure that 100% of the campaigns broadcast are accessible to people with hearing and visual disabilities. Since 2020, all free NGO campaigns broadcast on Atresmedia Group channels have been subtitled, this being a fundamental requirement for their airing. Where necessary, spots are also required to include audio description. In 2025, 100% of the free campaigns broadcast on Atresmedia Group channels were subtitled, thereby meeting the target. Atresmedia carries out continuous monitoring of this target.
