Efectos del confinamiento y la pandemia en los anuncios emitidos en las dos principales cadenas de televisión privadas en España

  1. Blanco-Herrero, David 1
  2. Arcila-Calderón, Carlos 1
  3. Gallardo-Camacho, Jorge 2
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

  2. 2 Universidad Camilo José Cela
    info

    Universidad Camilo José Cela

    Villanueva de la Cañada, España

    ROR https://ror.org/03f6h9044

Revue:
Palabra Clave

ISSN: 2027-534X,  0122-8285

Année de publication: 2022

Titre de la publication: The Impact of COVID-19 on Communication. Analysis and Retrospective of the Effects of the Pandemic on the Media Ecosystem; e2511

Volumen: 25

Número: 1

Type: Article

DOI: 10.5294/PACLA.2022.25.1.2 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

D'autres publications dans: Palabra Clave

Résumé

Neste artigo, pretende-se conhecer como os padrões publicitários na televisão espanhola mudaram durante o confinamento. Assim, o objetivo principal é conhecer que tipo de anúncios foram emitidos na Espanha durante o confinamento em comparação com as semanas prévias, posteriores e o mesmo período do ano anterior. Para isso, foi realizado estudo dos comerciais emitidos nas duas principais redes de televisão comerciais: Antena 3 e Telecinco, para que os dados fossem extraídos por meio do aplicativo Instar Analytics de Kantar Media, empresa de audiometria na Espanha. Foram analisados 191 738 anúncios, dos quais 2 107 foram diferentes e o restante repetições. Conclui-se que a emissão de anúncios durante o isolamento repetiu as pautas de consumo do momento em vez de tentar se opor a elas: aquelas indústrias que puderam continuar sua atividade ganharam peso em comparação com a publicidade daquelas que tiveram sua atividade paralisada em maior medida.

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