Television Advertising in Spain: Cost, Profitability and Commercial Scenarios

Authors

DOI:

https://doi.org/10.15847/obsOBS18320242385

Abstract

We present the research results that analyze the changes that have taken place in the prices and profitability of advertising spaces in national free-to-air television and the possible scenarios that the medium may face to survive in the audiovisual environment in Spain. To this end, two correlative studies with different methodologies were carried out to analyze the prices and profitability of television spots and, on the other hand, to know professionals' opinions about the medium's future. The results show an ever-increasing price of TV spots and a drop in profitability, especially in terms of impact on adults over 16 years of age. Also, the professionals argue that television must adapt to the digital environment in the long term but that, in the short term, they can still hold their own with advertising revenues as they continue to maintain coverage and notoriety as competitive advantages over other media. The aim is to highlight the effectiveness of television as an advertising medium today despite its loss of efficiency.

Author Biographies

Noemí Martín-García, Universidad de Valladolid

Phd from the University of Valladolid. During her professional career she worked in the media agencies: Havas Media and Mindshareworld. She currently teaches in the Degree in Advertising and Public Relations at the University of Valladolid. His line of research focuses on the relationship between advertising and the media.

Inés Arranz-Rodríguez , Universidad Nebrija

PhD in Information Sciences from the Complutense University of Madrid. Director of the Master's Degree in Integrated Advertising Management TBWA, Faculty of Communication and Arts, Universidad Nebrija. She is a professor in the Faculty of Communication and Arts at Nebrija University. Her main lines of research are: Media, Communication and Branded.

Eglée Ortega-Fernández, Universidad Antonio de Nebrija

PhD in Information Sciences from the Complutense University of Madrid. Director of the Master's Degree in Digital Marketing and Advertising and Professor at the Faculty of Communication and Arts at the Nebrija University in Madrid. Her research focuses on communication, marketing, advertising, television fiction, social networks, journalism and brands.

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Published

2024-09-28

How to Cite

Martín García, N., Arranz Rodríguez, I., & Ortega Fernandez, E. (2024). Television Advertising in Spain: Cost, Profitability and Commercial Scenarios. Observatorio (OBS*), 18(3). https://doi.org/10.15847/obsOBS18320242385

Issue

Vol. 18 No. 3 (2024)

Section

Articles

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