Cristina Etayo

Advertising in Spain

Advertising is beginning to take its place as a very important industry in the Spanish economy. Advertising contributes to the GNP by generating value for the goods and services advertised as well as the means and media used by the industry. In order to analyze the evolution of this industry within the Spanish economy, let us first analyze the behavior of this industry within the last few years.

Political orientation and perceived quality of television channels

Purpose – The purpose of this paper is to elucidate the relationship between the political orientation of television viewers and their perception of television programming quality. Design/methodology/approach – Information from a sample of 2,843 viewers is used. Ordinary least square models are estimated to test the theoretical hypotheses. Findings – The results suggest that the ideological position of viewers has a significant bearing on their evaluation of the quality of television channels. They also point to the key role played by news programming in the audience’s general assessment of channels quality. Research limitations/implications – There are a number of limitations to this research, which are largely related to the data analyzed, since they are cross-sectional and measures based on a single item are used. Future research in this field ought to take the multidimensional nature of the concepts discussed here into greater consideration. Practical implications – If political orientation colors vie...

Movies and screens: the Spanish audience's choice

Consumer habits in relation to audiovisual products are changing due to the greater range and unlimited access to contents available. This article explores the screens viewers favor in watching films, as well as the screens they actually use. The data are taken from a survey of a sample comprising 1,000 Spanish people aged over 14. The results show that there are differences with regard to preferences for screen-type and frequency of use, which correlate with socio-demographic variables (sex, age and educational background).

Multi-Screen Viewing and Contents: Understanding Connected TV

In recent years, the number and range of screens used to watch audiovisual contents has risen, from the traditional television set to interactive Internet-enabled devices. This fact has profoundly changed audiovisual consumption habits in Spain. Firstly, viewing-times have increased across every platform. For example, in the case of conventional television, the average Spanish person watches four hours per day. Secondly, at the same time, younger audiences in particular are increasingly likely to use connected screens. The aim of this article is to analyze which screens are preferred by Spanish Internet users, as well as their reasons for doing so when watching different types of TV contents online, such as fiction series, entertainment shows, films, news and sports. In order to carry out this research, the following screens have been taken into account: smart TV, mobile phones, tablets, computers and video consoles. Of the main findings, two in particular may be highlighted in advance: almost half of Internet users watch TV online, and the most frequently used device to do so is the computer—including laptops and netbooks. A further clear conclusion is that users choose different program genres depending on the screen. The results of this study, based on an original survey carried out online, may prove especially significant in order to discover new audiovisual consumption habits of the Spanish population on the Internet.

How advertising affects quality perception of public service television? A comparison of two surveys in Spain (2008 and 2012)

Abstract This paper aims at providing new insights about audiences’ opinions concerning the role of advertising and its relation with the perceived quality of TV channels. It analyses Spanish audiences perception of quality of public service broadcasters TVE1 and La 2 before and after the advertising withdrawal in 2010. The goal is identifying if the advertising removal is perceived as an improvement of the quality of TVE. The first conclusion is that a vast majority of the viewers find the channels more attractive now without any advertising than before having it. In addition, gender and age are not significant variables in order to affect this opinion. But the audience educational level does impact their perception: those less educated have a significantly better opinion about the advertising withdrawal than others who are more educated. Both national public service channels (TVE1 and La 2) have improved significantly their quality perception when comparing 2008 and 2012 surveys. They are the only two channels within the Spanish market to obtain a better quality assessment. In fact, all channels tend to maintain or reduce their quality perception in the 2008–2012 time period.

The evolution of viewers’ concerns and perceptions of television content quality

This article examines perceived television quality by considering the role played by viewers’ concerns about television content. These concerns are classified into two categories: pragmatic and moral. The research question is analysed empirically for Spain. Results show that pragmatic concerns are more important for the audience than moral concerns both in 2008 and 2012. Both types of factors are considered to have worsened their development in this period. However, general perception of television quality in Spain has improved between 2008 and 2012. This is associated to a more positive opinion regarding national public service television, but to a more negative perception of the quality of television channels.