Publication: TVE sin publicidad: implicación en los patrones de consumo de la televisión en España
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2018-05-25
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Universidad Complutense de Madrid
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Abstract
El objetivo principal de la investigación es determinar la influencia que ha tenido en el panorama audiovisual español la eliminación de la publicidad en la televisión pública con la entrada en vigor de la Ley 8/2009, de 28 de agosto, de financiación de la Corporación de Radio y Televisión Española, sobre todo en términos de audiencia en las principales cadenas televisivas, especialmente en TVE1. Para un mejor análisis del contexto de la situación, así como de sus características, se ha aplicado una metodología mixta, en la que se han combinado herramientas cuantitativas y cualitativas que en su conjunto han permitido obtener mejores resultados al darle más profundidad a los datos. Se han utilizado como principales indicadores cuantitativos la evolución de las cifras de audiencias así como la de la inversión publicitaria, ya que son los elementos imprescindibles a tomar en consideración en una investigación que ha buscado descifrar los efectos de la eliminación de la publicidad en TVE. En el apartado cualitativo, que ha facilitado la comprensión de los datos arrojados por las herramientas cuantitativas, ha sido trascendental tanto con la observación directa simple, para recolectar datos necesarios para describir y explicar un escenario, como con las opiniones de expertos profesionales de la televisión y de la investigación de medios, que han complementado la recopilación de información y permitido sacar conclusiones coherentes...
The main objective of the investigation is to determine the influence that it has had on the Spanish audiovisual scene the progressive suppression of advertising on public service media (TVE) after the implementation of 8/2009 Law, of August 28th, on the CRTVE financing, especially in terms of audience in the major networks, particularly on TVE1. Looking for a better analysis of the situation’s context, as well as for accomplish a real knowledge of its characteristics, a mixed methodology has been applied, because it combines quantitative and qualitative tools and allow obtaining better results by going further in the collected information. The main quantitative indicators have been: the audience ratings and the investment on advertising, since both of them are essential elements to consider in a research that has sought to find the effects of the elimination of advertising on TVE. The qualitative indicators helped to facilitate the comprehension of the data obtained by quantitative tools; the simple direct observation allow to gather the necessary data to describe and explain the situation, as much as the points of view of professional experts on television and media research, has supplemented the collect of information and allowed to take coherent conclusions...
The main objective of the investigation is to determine the influence that it has had on the Spanish audiovisual scene the progressive suppression of advertising on public service media (TVE) after the implementation of 8/2009 Law, of August 28th, on the CRTVE financing, especially in terms of audience in the major networks, particularly on TVE1. Looking for a better analysis of the situation’s context, as well as for accomplish a real knowledge of its characteristics, a mixed methodology has been applied, because it combines quantitative and qualitative tools and allow obtaining better results by going further in the collected information. The main quantitative indicators have been: the audience ratings and the investment on advertising, since both of them are essential elements to consider in a research that has sought to find the effects of the elimination of advertising on TVE. The qualitative indicators helped to facilitate the comprehension of the data obtained by quantitative tools; the simple direct observation allow to gather the necessary data to describe and explain the situation, as much as the points of view of professional experts on television and media research, has supplemented the collect of information and allowed to take coherent conclusions...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual, Publicidad y Relaciones Públicas, leída el 18-12-2017