A Growth Engine for Europe

At the end of 2013, the directors of Canal Sur, an independent radio and television broadcaster in Andalucía, Spain, stopped using traditional methods to measure their audience due to the high cost. They replaced them with Google Analytics, and it didn’t take long to see the benefits. As Interactive Media Director, Antonio Manfredi notes, “Google products are very competitive because they’re affordable and allow for really big targets.” Thanks to Analytics, they now have complete knowledge of the response to their programming, they can test their market using new websites, and they have found that a majority of people access the broadcaster’s content via social media. All of this is allowing them to make improvements to their marketing strategies. Canal Sur also uses AdSense and YouTube, which have both contributed to an increased income. Antonio is convinced that Google has boosted productivity by a minimum of 30%. He adds: “Having more efficient tools makes us more efficient. We produce better work with the same number of people.” Thanks to Google’s invaluable assistance, Canal Sur has become the best-known media outlet in Andalucía.