Impacto de la pandemia Covid-19 sobre la publicidad. España como laboratorio de la crisis y de las tendencias comunicativas

  1. Patricia Corredor-Lanas 1
  2. Juan-Carlos Marcos-Recio 2
  3. Fernando Montañés-García 3
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  3. 3 Universidad Autónoma de Madrid / Universidad Antonio Nebrija
Zugehörigkeit anzeigen +
Zeitschrift:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Datum der Publikation: 2021

Titel der Ausgabe: Periodismo hi-tech / Hi-tech Journalism

Ausgabe: 30

Nummer: 3

Art: Artikel

DOI: 10.3145/EPI.2021.MAY.13 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: El profesional de la información

Zusammenfassung

The economic crisis caused by the Covid-19 pandemic has severely affected the advertising industry worldwide, but the Spanish case can be seen as a particularly privileged laboratory for such observations as a result of the collapse of investments and their redistribution to other time periods, economic sectors, or communication channels. The aim of this research is, firstly, to estimate the impact of the crisis on advertising investment, and secondly to analyze its consequences for the media system and new consumption dynamics. We carry out a comparative analysis of secondary data from national and international sources which enjoy broad business and social consensus, covering the period of the first wave of the pandemic in Spain (March-September 2020). The results enable the identification of the ongoing transformations and an outline of new scenarios for the advertising industry and media business. These scenarios are still under construction and feature a predominance of digital media and the Internet, but also a conjunction with television and its new formats and audiences. Among the most relevant findings of this research, we observed unexpected contradictions in advertising behavior. These include the first breakdown of advertising seasonality since measurement data exist in Spain, and a paradoxical, sharp rise in media use in conjunction with the collapse of advertising expenditure.

Bibliographische Referenzen

  • Aaker, David A.; Batra, Rajeev; Myers, John G. (1992). Advertising management. Englewood Cliffs, N.J.: Prentice Hall. ISBN: 978 0 130141019
  • Beelen, Paul (2006). Publicidad 2.0: Lo que deberían saber quiénes trabajan en publicidad, marketing y medios sobre las tecnologías que están revolucionando su rubro. https://studylib.es/doc/3633325/publicidad-2.0-lo-que-deber%C3%ADan-saber-quienes-trabajan-en-
  • Caro, Antonio (1994). La publicidad que vivimos. Madrid: Ed. Eresma. ISBN: 84 87553 84 2
  • Casero-Ripollés, Andreu (2020a). “Impact of Covid-19 on the media system. Communicative and democratic consequences of news consumption during the outbreak”. El profesional de la información, v. 29, n. 2, e290223. https://doi.org/10.3145/epi.2020.mar.23
  • Casero-Ripollés, Andreu (2020b). “La Covid-19 en el periodismo: un impacto ambivalente”. Revista de la Asociación Española de Investigación de la Comunicación, v. 7, n. 14, pp. 2-26. https://doi.org/10.24137/raeic.7.14.1
  • Castelló-Martínez, Araceli; Ramos-Soler, Irene; Del-Pino-Romero, Cristina (2013). “El discurso publicitario y la crisis económica: menos valores y redes sociales”. Historia y comunicación social, v. 18, núm. esp. octubre, pp. 657-672. https://doi.org/10.5209/rev_HICS.2013.v18.43997
  • Chiplin, Brian; Sturgess, Brian (1981). Economics of advertising. London: Holt, Rinehart and Winston. ISBN: 978 0 039103156
  • CNMC (2020). Panel de hogares CNMC: El uso del móvil se disparó durante los primeros meses Covid-19. https://blog.cnmc.es/2020/10/30/pane
  • Coll-Rubio, Patricia (2020). “Changes in the communication strategy of Barcelona’s digital economy in response Covid-19 crisis”. Trípodos, v. 1, n. 47, pp. 135-169. https://doi.org/10.51698/tripodos.2020.47p155-170
  • Corredor-Lanas, Patricia (2010): “Bajo el signo de la integración. Creatividad, innovación y tecnología al servicio de la Publicidad en la era digital”. Telos. Cuadernos de comunicación e innovación, n. 82, pp. 65-77.
  • Costa-Sánchez, Carmen; López-García, Xosé (2020). “Comunicación y crisis del coronavirus en España. Primeras lecciones”. El profesional de la información, v. 29, n. 3, e290304. https://doi.org/10.3145/epi.2020.may.04
  • FMI (2020). Perspectivas de la economía mundial (Informe WEO). https://www.imf.org/es/Publications/WEO/Issues/2020/09/30/world-economic-outlook-october-2020#Capitulo1
  • Fuchs, Christian (2020). Communication and Capitalism: A critical theory. London: University of Westminster Press. ISBN: 978 1 912656 71 4
  • IAB (2020). Covid impact on ad spend 2020: The transformation of the television marketplace. https://www.iab.com/wp-content/uploads/2020/06/IAB-BuySide_Ad_Spend__3_FINAL.pdf
  • Kleppner, Otto (1994). Publicidad. México: Prentice-Hall Hispanoamericana. ISBN: 968 880 378 2
  • Kotler, Philip; Armstrong, Gary (2008). Fundamentos de marketing. México: Pearson-Educación. ISBN: 978 970 26 1186 8
  • Lacy, Stephen; Noh, Ghee-Young (1997). “Theory, economics, measurement, and the principle of relative constancy”. The journal of media economics, v. 10, n. 3, pp. 3-16. https://doi.org/10.1207/s15327736me1003_1
  • Lasswell, Harold D. (1948). “The structure and function of communication in society”. In: Bryson, Lyman (ed.). The communication of ideas. New York: The Institute for Religious and Social Studies. http://sipa.jlu.edu.cn/__local/E/39/71/4CE63D3C04A10B5795F0108EBE6_A7BC17AA_34AAE.pdf
  • Magna Global (2020). Life after covid: global ad market to recover in 2021 after steep downturn in 2020. https://magnaglobal.com/life-after-covid-global-ad-market-to-recover-in-2021-after-steep-downturn-in-2020
  • Marcos-Recio, Juan-Carlos; García-Alonso, Pedro; Parra-Valcarce, David (2014): “La actividad informativa en los medios digitales: ¿Sobrevivirán los periódicos impresos sin publicidad?”. Estudios sobre el mensaje periodístico, v. 20, n. 1, pp. 177-194. https://doi.org/10.5209/rev_ESMP.2014.v20.n1.45226
  • Mattelart, Armand (1989). La internacional publicitaria. Madrid: Fundesco. ISBN: 84 86094 56 9
  • Mattelart, Armand (1991). La publicidad. Paris: Ediciones Paidós. ISBN: 84 7509 667 0
  • MKT (2020). Índice de expectativas de los directores de marketing (IEDM). https://www.asociacionmkt.es/actividades/indice-de-expectativas-de-los-directores-de-marketing
  • Montaña-Blasco, Mireia; Ollé-Castellà, Candela; Lavilla-Raso, Montse (2020). “Impacto de la pandemia de Covid- 19 en el consumo de medios en España”. Revista latina de comunicación social, n. 78, pp. 155-178. https://doi.org/10.4185/RLCS-2020-1472
  • Montañés-García, Fernando (2017). “Una visión de la industria publicitaria actual”. En: Perlado, Marta; Toledano, Fernando; Miguel, Begoña (coords.). El creativo publicitario en la era digital. Nuevo roles y destrezas profesionales. Madrid: Ed. Síntesis. ISBN: 978 84 9171 067 7
  • OCDE (2020). Coronavirus: the world economy at risk. http://www.oecd.org/perspectivas-economicas/marzo-2020/#messager
  • O’Reilly, Tim (2005). Web 2.0. Design patterns and business models for the next generation of software. https://www.oreilly.com/pub/a//web2/archive/what-is-web-20.html
  • Picard, Robert G. (2001). “Effects of recessions on advertising expenditures: An exploratory study of economic downturns in nine developed nations”. Journal of media economics, v. 14, n. 1, pp. 1-14. https://doi.org/10.1207/S15327736ME1401_01
  • Reekie, Duncan W. (1981). Economics of advertising. London: Macmillan. ISBN: 978 1 349048779
  • Schmalensee, Richard (1972). The economics of advertising. Amsterdam: North-Holland Publ. Co. ISBN: 978 0 720431803
  • Simon, Julian L. (1970). Issues in the economics of advertising. Urbana: University of Illinois Press. ISBN: 978 0 252 00036 2
  • Smythe, Dallas W. (1977). “Communications: Blindspot of Western Marxism”. Canadian journal of political and social theory, v. 1, n. 3, pp. 1-27. https://journals.uvic.ca/index.php/ctheory/article/view/13715
  • Van-der-Wurff, Richard; Bakker, Piet; Picard, Robert G. (2008). “Economic growth and advertising expenditures in different media in different countries”. Journal of media economics, v. 21, n. 1, pp. 28-52. https://doi.org/10.1080/08997760701806827
  • Warc (2020). Global ad trends (2020): Covid-19 & ad investment. https://www.warc.com/content/paywall/article/Warc-Data/The_impact_of_COVID19_on_ad_investment/132679
  • WFA (2020). The economic contribution of advertising in Europe. http://valueofadvertising.org/value-of-advertising/value-of-advertising-report
Fuente de los datos: Dialnet