Spanish law regulates the quota of advertising content on any of the TV stations and furthermore, prohibits any content regarded as advertising in any of the public state channels. Therefore, to be counted as content, not advertising, the content should be 'clean' (only product placement being acceptable) and can be sponsored, nothing more.As for programming, generally speaking it depends on the channel, how interesting the content is, its length, saturation and commercial interests/commitments.In the case of a low-audience TV channel there tends to be more flexibility, given that it suits them to have the material, and the fact it has advertising content is not an issue because they do not reach their quota. When it comes to a major general channel they are very strict, the content must be in line with the channel, and bring quality to it so audiences do not drop.

The whole Freixenet campaign was presented to the media in an exclusive premiere in Madrid’s Teatro Real. A whole host of media (both online and offline), news agencies and bloggers echoed the event, linking up with the content. The official Freixenet website premiered it online before it was distributed to TV channels for broadcasting as content while the campaign was running. Over 3,000 official DVDs were distributed to VIPs and dance schools throughout Spain.

In this well developed market, Freixenet managed to get 97% spontaneous brand awareness. The Freixenet Christmas campaign this year achieved the best audience recall (84.8%), nearly doubling that of its main competitor Codorniu (47.2%) but also the most appreciated (+20% over Codorníu), despite a considerably lower investment in paid media.