Mediaset España strengthens its presence in the social media advertising market with the acquisition of BE A LION


Mediaset España, the leading audiovisual group with a linear and digital audience and a leader in impact and interaction on social networks, takes a definitive step in the union of both environments with the acquisition of BE A LION, a company specialized in communication solutions to help brands occupy territories and lead conversations in the social media environment.

With this operation, the leading group in investment and advertising notoriety reinforces its audiovisual hegemony thanks to the incorporation into its portfolio of new commercial opportunities for advertisers on the digital and social media scene, which will be able to improve their advertising campaigns on social networks , amplify your messages, increase the reach of your actions and impact your target audience more effectively.

BE A LION is one of the leading companies in the market for the development of shares of branded content and its dissemination on social networks. It offers a comprehensive audiovisual content management model, combining original creation and production, global multi-channel distribution, a comprehensive measurement system and the most efficient advertising optimization on the market. This, together with the experience and strength of Mediaset España in the creation and management of audiovisual content, content exploitation and advertising management, will enhance the offer for its portfolio of advertisers.

In addition to being an expert in content for brands, she offers the planning and distribution of campaigns in conventional and digital media, being specialists in video platforms, social networks and organic dissemination via influencers. At the national level, it has developed campaigns for the most prominent brands in the country and has experience in more than 15 territories internationally.

For Paolo Vasile, CEO of Mediaset España, “We are facing an operation that drives our transformation process and our global audiovisual and multiplatform offer at all levels, being, not a point of arrival, but a starting point towards large and new development projects in all windows of digital content. The synergies between our commercial team at Publiespaña and Be A Lion complete our best 360º version and place us at a level of excellence to offer our clients the greatest notoriety for their brands, the best coverage in any of our audiovisual media and, now also , the best conversation and prescription positioning in social media environments, expanding the reach and effectiveness of our communicating force in the ever-changing audiovisual market ”.

For Silvia Velasco Praga and Carlos Sánchez Castillo, partners de BE A LION “This operation It represents a giant step in our value proposition to help brands lead the new audiovisual landscape, in which social networks already occupy a very relevant space. Joining forces with the leading audiovisual group in our country strengthens us as a team and allows us to offer a unique solution in the market, more complete and innovative.

Social networks and video on the Internet lead the growth in advertising investment

The acquisition of BE A LION takes place in a key moment in which the media are constantly evolving and advertisers seek solutions to new market needs. The wide scope and effectiveness of linear television in terms of advertising coverage is reinforced with new possibilities that allow complementing audiences and increasing coverage and frequencies, for which Mediaset España thus establishes the convergence of linear television and the Internet with the creation of an offer inventory in a safe and controlled environment.

The operation also enhances the presence of Mediaset España in the most powerful formats in the digital market: video (+ 12.1% in 2019 vs. 2018), social networks (+ 15.7%) and especially the branded content, which experienced the largest increase of the year in advertising investment with 47.9% in 2019 compared to + 10.6% for the Internet as a whole, according to data from the IAB Annual Report 2019.

Mediaset España, leader of linear and digital audience and most commented group on social networks

Mediaset Spain closed last year as the audiovisual group most viewed for the ninth year uninterrupted both on linear media, with 28.9% of share, as digital, 4.778 million watched videos generated by an average of 16.1 million unique users, according to data from comScore. In addition, according to the Kantar Social TV Yearbook 2019, Telecinco was the most talked about open channel of the year on social networks, placing itself at the top of the ranking of television groups with the highest number of interactions with a share of voice 64%, a long way from Atresmedia, with 21%. (Source Megamedia – Social impact of television on Social Networks 2019).


Source: Cuatro – Noticias de última hora, deportes, programas y series by www.mediaset.es.

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