La inversión en publicidad, retos para la televisión del siglo XXI [Investment in advertising, challenges for 21st century television]
Iniesta-Aleman, I. (Universidad de Zaragoza) ; Marta-Lazo, C. (Universidad de Zaragoza) ; Becas, M.D.Z.![La inversión en publicidad, retos para la televisión del siglo XXI [Investment in advertising, challenges for 21st century television]](https://zaguan.unizar.es/record/75876/files/texto_completo.jpg?subformat=icon)
Resumen: La financiación y gestión de los canales públicos de televisión es un tema candente en España. En aplicación de la normativa europea, la publicidad fue excluida de los canales públicos nacionales a partir de 2010, alterando así el reparto del mercado a las televisiones privadas y las autonómicas. El objetivo del presente trabajo es describir la evolución, en el periodo 2007 a 2017, de Aragón Televisión como oferente de formatos publicitarios y el impacto que esto supone en el tejido empresarial de la Comunidad Autónoma de Aragón. Se ha utilizado el modelo de triangulación interdisciplinar metodológica: investigación de gabinete, un grupo de discusión, entrevistas en profundidad y dos sesiones de focus group. En los resultados destaca la falta de correlación entre la publicidad contratada y la audiencia del canal televisivo autonómico, así como grandes cambios en la forma en la que los usuarios buscan y acceden a la información por el uso de las tecnologías. La publicidad programática es percibida como una gran amenaza, tanto por parte de los medios de comunicación como las agencias más convencionales. Las conclusiones indican que los anunciantes y las agencias dudan de la eficacia de la televisión como medio publicitario. Es posible que las agencias tiendan a desaparecer porque las propias organizaciones sean quienes se encarguen de generar sus contenidos y que estos contenidos sean publicados en los nuevos medios digitales.
The finance and management of public channels of television is a hot topic in Spain. In application of the European regulation, the advertising was excluded from the public national channels from 2010, changing therefore. the distribution of the market within the private televisions and the autonomic channels The purpose of the present work is to describe the evolution, from 2007 to 2017, of Aragon Television as offeror of advertising formats, and its impact in the business structure in the Autonomous Community of Aragon. The model of an interdisciplinary methodological triangulation has been used: cabinet investigations. a discussion group, in-depth interviews and two Focus Group''s meetings. On the basis of the results. we can see the lack of correlation between the advertising contracts and the audience of the autonomic. channel, as well as big changes in the form the users search and get the information with the use of technologies. The programmatic advertising is perceived as a great threat by both the mass media and the most conventional agencies. The conclusions indicate that the advertisers and the agencies have doubts about the efficiency of the television as a way of advertising. It is possible that the agencies are tending to disappear because the organizations themselves will he the only ones in generating its own contents and making them publish in the new digital media.
Idioma: Múltiples idiomas
DOI: 10.17163/ret.n16.2018.10
Año: 2018
Publicado en: RETOS-REVISTA DE CIENCIAS DE LA ADMINISTRACION Y ECONOMIA 8, 16 (2018), 141-156
ISSN: 1390-6291
Tipo y forma: Article (Published version)
Área (Departamento): Área Periodismo (Dpto. Lingüíst. Gral. e Hisp.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
Exportado de SIDERAL (2021-01-11-07:55:11)
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The finance and management of public channels of television is a hot topic in Spain. In application of the European regulation, the advertising was excluded from the public national channels from 2010, changing therefore. the distribution of the market within the private televisions and the autonomic channels The purpose of the present work is to describe the evolution, from 2007 to 2017, of Aragon Television as offeror of advertising formats, and its impact in the business structure in the Autonomous Community of Aragon. The model of an interdisciplinary methodological triangulation has been used: cabinet investigations. a discussion group, in-depth interviews and two Focus Group''s meetings. On the basis of the results. we can see the lack of correlation between the advertising contracts and the audience of the autonomic. channel, as well as big changes in the form the users search and get the information with the use of technologies. The programmatic advertising is perceived as a great threat by both the mass media and the most conventional agencies. The conclusions indicate that the advertisers and the agencies have doubts about the efficiency of the television as a way of advertising. It is possible that the agencies are tending to disappear because the organizations themselves will he the only ones in generating its own contents and making them publish in the new digital media.
Idioma: Múltiples idiomas
DOI: 10.17163/ret.n16.2018.10
Año: 2018
Publicado en: RETOS-REVISTA DE CIENCIAS DE LA ADMINISTRACION Y ECONOMIA 8, 16 (2018), 141-156
ISSN: 1390-6291
Tipo y forma: Article (Published version)
Área (Departamento): Área Periodismo (Dpto. Lingüíst. Gral. e Hisp.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. Exportado de SIDERAL (2021-01-11-07:55:11)
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Record created 2018-11-28, last modified 2021-01-11