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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 audience's 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.
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No potential conflict of interest was reported by the authors.
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Notes on contributors
Juan Pablo Artero
Dr Juan Pablo Artero is an Associate Professor of Journalism at University of Zaragoza, where he teaches Media Industries and Management. He has also been a visiting fellow at the Reuters Institute for Journalism, University of Oxford.
Cristina Etayo
Dr Cristina Etayo is an Associate Professor of Advertising at University of Navarra, where she teaches Advertising Management and Market Research. She holds a BSc in Economics and a BA in Philosophy, as well as her PhD in Economics and Business.
Alfonso Sánchez-Tabernero
Dr Alfonso Sánchez-Tabernero is a Full Professor of Media Management at University on Navarra, where he acts as the current President. He is also a former President of the European Media Management Association (EMMA).