Investment in advertising, challenges for 21st century television

Abstract

The finance and management of public channels of television is a hot topic in Spain. In application of the European regulation, the advertising was excluded from the public national channels from 2010, changing, therefore, the distribution of the market within the private televisions and the autonomic channels. The purpose of the present work is to describe the evolution, from 2007 to 2017, of Aragon Television as offeror of advertising formats, and its impact in the business structure in the Autonomous Community of Aragon. The model of an interdisciplinary methodological triangulation has been used: cabinet investigations, a discussion group, in-depth interviews and two Focus Group’s meetings. On the basis of the results, we can see the lack of correlation between the advertising contracts and the audience of the autonomic channel, as well as big changes in the form the users search and get the information with the use of technologies. The programmatic advertising is perceived as a great threat by both the mass media and the most conventional agencies. The conclusions indicate that the advertisers and the agencies have doubts about the efficiency of the television as a way of advertising. It is possible that the agencies are tending to disappear because the organizations themselves will be the only ones in generating its own contents and making them publish in the new digital media.