Abstract

BLANCO-HERRERO, David; ARCILA-CALDERON, Carlos  and  GALLARDO-CAMACHO, Jorge. Effects of Lockdown and the Pandemic on Spots Broadcast on the Two Leading Private TV Channels in Spain. Palabra Clave [online]. 2022, vol.25, n.1, e2512.  Epub Mar 15, 2022. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2022.25.1.2.

This article seeks to know how the advertising patterns in Spain changed during the lockdown. Thus, the main goal is to discover what type of spots were broadcasted in Spain during the lockdown in comparison with the previous and posterior weeks, as well as with the same period of the previous year. For that, we conducted a study of the spots broadcasted in the two main commercial networks, Antena 3 and Telecinco; the data were collected using the Instar Analytics application of Kantar Media, the company in charge of measuring audience in Spain. A total of 191,738 spots were analyzed, from which 2,107 were different and the rest repetitions. In conclusion, the broadcasting of spots during the lockdown followed the consumption patterns of those days instead of countering: those industries that could continue their activity gained presence, whereas those whose activity had to spot lost it.

Keywords : Consumers; pandemics; television advertising; commercial television; virus.

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