Annual And Corporate Responsibility Report 2017

7.4.2. Return on investment Revenue from television advertising was up 1% year on year in 2017 to make it five straight years of growth. This positive trend is down to the efforts to maintain the price Atresmedia implemented a few years back; a strategy the other main operators appear to be following. The return on investment for advertisers was unquestionably one of the drivers pushing the Atresmedia Group forward in 2017 and is largely explained by the synergies among the different media formats marketed by the Group. During the year, 52.2% of the total investment in television advertising came from brands that rely on all three of the Group’s platforms when advertising their products. This “multimedia” advertisers segment also accounts for 46.5% of the Group’s Internet advertising revenue, and 47.5% of its revenue from radio advertising. For TV, multimedia advertisers represent 52.6% of the total. 52.6% of investment in television 46.5% of investment in online formats 47.5% of investment in radio 7. OUR CONTRIBUTION  | 161 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017