Radiografía de las campañas publicitarias del Tercer Sector en España en 2023

Sonia Aránzazu Ferruz González; Estrella  Barrio-Fraile; Lorena López-Font; María Pallarés-Renau

doi:10.31921/doxacom.2947

Authors

Sonia Aránzazu Ferruz González Comillas Pontifical University https://orcid.org/0000-0002-4238-5717
Estrella Barrio-Fraile Autonomous University of Barcelona https://orcid.org/0000-0001-8047-4393
Lorena López-Font Jaume I University https://orcid.org/0000-0002-6169-1170
María Pallarés-Renau Jaume I University https://orcid.org/0000-0001-9065-9156

DOI:

https://doi.org/10.31921/doxacom.2947

Keywords:

advertising campaigns, third sector, spots, television

Abstract

The aim of the study was to analyse the representativeness of the Third Sector (TS) in television advertising in Spain during 2023. Using a descriptive quantitative analysis, 21,957 spots aired on Antena3 and Telecinco were examined, of which 426 belonged to the TS. The results indicate that less than 2% of the spots aired correspond to TS organizations, with a higher concentration in January, February and December. Foundations and associations are the main advertisers, with ONCE standing out. The campaigns focus on fundraising and social awareness. It is concluded that, although the presence of the SC on television is limited, its communicative impact is significant, suggesting the need to explore new digital platforms to expand its reach.

Downloads

Download data is not yet available.

Global Statistics

8 Views	4 Downloads
12 Total

Downloads by format:

PDF (Spanish) 3 PDF 1

Author Biographies

Sonia Aránzazu Ferruz González, Comillas Pontifical University

Assistant Professor at Comillas Pontifical University, accredited as a Tenured Lecturer with a six-year research track record. She holds a PhD in Journalism from Complutense University of Madrid, a Bachelor’s Degree in Advertising and Public Relations, and a Certificate in Communication and Political Management from the same university. She is a member of the research group known as Communication, Impact, and Social Transformation Research Group at Comillas University, in addition to the group known as INNOCAST, or Podcasts and Innovation, at the University of Valencia. She has led two projects with private organisations related to knowledge transfer. Her research focuses on the study of intangible aspects of communication regarding reputation, brand, leadership, and sustainability.
Estrella Barrio-Fraile, Autonomous University of Barcelona

Lecturer at the Autonomous University of Barcelona. She holds a PhD in Advertising and Public Relations and is a member of the ComSet-Publiradio research group. Her teaching and investigative work focus on corporate communication, intangible assets, corporate social responsibility, and audio branding. In addition, she is currently a lecturer on the Master’s Degree in Business and Institutional Communication Management (UAB), as well as a visiting lecturer on the Master’s in Corporate Social Responsibility (UOC).
Lorena López-Font, Jaume I University

Senior Lecturer and Academic Secretary of the Department of Communication Science at Jaume I University. She is a member of the ENCOM research group, for which she has served as Principal Investigator on three competitive projects. She is currently completing a six-year research period. Her teaching and research focus on corporate communication, intangible assets, reputation metrics, professional profiles in advertising and corporate communication, and communication management in the Spanish cinema industry. She teaches programmes that include a Bachelor’s Degree in Advertising and Public Relations, a B.A. in Audiovisual Communication, and an Official Master’s Degree in New Trends and Innovation Processes in Communication.
María Pallarés-Renau, Jaume I University

María Pallarés Renau holds a PhD in Communication Science, graduating cum laude. She also has a Master's Degree in New Trends and Innovation Processes in Communication and a Bachelor’s Degree in Advertising and Public Relations from Jaume I University, Spain. She currently serves as Assistant Professor in the Department of Communication Science, also at Jaume I University, and is a member of the Engagement and Communication research group, or ENCOM. Her research focuses on several areas, including the following: advertising and corporate discourse; development and assessment of intangible assets, especially corporate reputation, along with its associated metrics, rankings, and performance dashboards; and strategic communication practices of Third Sector organisations.

References

ALVARADO-LÓPEZ, M. C (2005). La Publicidad Social: concepto, objeto y objetivos. Redes.com: revista de estudios para el desarrollo social de la Comunicación, n 2, pp. 265-284. Universidad de Sevilla. https://tinyurl.com/mr3ff54h

ARANO URÍA, F. (2021). ¿Redes sociales vs. medios tradicionales?: Disputas y convergencias en la era de la conectividad. Actas De Periodismo Y Comunicación, 7(1). https://tinyurl.com/53s7yu6h

AUSTIN, J. (1962): Cómo Hacer Cosas con Palabras. Paidós.

BALAS, M. (2012). La gestión de la comunicación en el Tercer Sector. ESIC.

BARAYBAR, A. (2009). Conectando valores: Las nuevas estrategias de la comunicación online en el Tercer Sector. Icono 14, 7(2), 37-55. http://doi.org/10.7195/ri14.v7i2.316

BASKIN, R. (2020). La praxeología como método de análisis de la creatividad publicitaria. Communication & Methods, vol. 2 (1), 218-241. https://doi.org/10.35951/v2i1.74

CEREZO PRIETO, M., FRUTOS ESTEBAN, F. J., & GONZÁLEZ FUENTES, A. (2022). Estrategias persuasivas en la publicidad televisiva de alimentos en España. Cuadernos.Info, (52), 285–306. https://doi.org/10.7764/cdi.52.31463

CLARO MONTES, M. C., FERRUZ-GONZÁLEZ, S. A., & CATENACCI, J. (2023). Redes sociales y tercer sector: análisis del uso de Facebook e Instagram en 50 ONG de España y Chile. Revista Latina De Comunicación Social, (82), 1–21. https://doi.org/10.4185/rlcs-2024-2197

COSTA, J. (1995). Comunicación Corporativa y Revolución de los Servicios. Editorial Ciencias Sociales.

FUNDACIÓN LEALTAD (2022). ONG y Tercer Sector, preguntas frecuentes. https://tinyurl.com/h3ruk8w2

HERRANZ DE LA CASA, J.M. (2007). La Comunicación dentro de las Organizaciones No Lucrativas. La construcción de la confianza con los ciudadanos. Razón y Palabra, n 58, año 12. https://tinyurl.com/2uvkrffc

BREVA, E. Y BALADO, C. (2022). De la misión de las ONG al propósito de la empresa. En L. López Font (Coord.). Comunicación y tercer sector de acción social. Miscelánea sobre reputación de las ONG en España y Latinoamérica (pp. 85-109). Editorial Tirant Humanidades.

INFOADEX. (2024). Estudio InfoAdex de la Inversión Publicitaria en España 2023. Infoadex. https://tinyurl.com/5ykez5vu

KERLINGER, F. N. (1986). Foundations of behavioral research, (3ªED.). Holt, Rinehart and Winston.

MALHOTRA, N. K. (2016). Investigación de mercados. Editorial Pearson.

MARTÍNEZ-SÁNCHEZ, J.L. (1998,). Publicidad para causas sociales: argumentos racionales vs. argumentos emocionales. Comunicación y Sociedad, volumen XI, n 1, pp. 69-90. https://doi.org/10.15581/003.11.36418

Nos-Aldás, E. (2019). Comunicación transgresora de cambio social. Col.lecció “Sapientia” número 158, UJI. https://tinyurl.com/mhj8ftyc

Nos-Aldás, E. Y AL-NAJJAR-TRUJILLO, T. (2022). Tercer sector de acción social, comunicación transgresora y eficacia cultural: marcos discursivos y criterios organizacionales de la Economía Social y Solidaria. En L. López Font (Coord.). Comunicación y tercer sector de acción social. Miscelánea sobre reputación de las ONG en España y Latinoamérica, (pp. 389-416). Editorial Tirant Humanidades.

PALLARÉS-RENAU, M. (2021). Aproximación a un modelo de medición de la reputación corporativa para las entidades del Tercer Sector de Acción Social. Determinación de dimensiones, variables y públicos. Tesis Doctoral, UJI. https://tinyurl.com/45cpu9nr

PALLARÉS-RENAU, M., LÓPEZ FONT, L., y MIQUEL-SEGARRA, S. (2022). Misión, Visión y Valores. Elementos determinantes en la construcción de un propósito diferenciador para las organizaciones del Tercer Sector. Revista Internacional De Relaciones Públicas, 12(23), 51–72. https://doi.org/10.5783/revrrpp.v12i23.749

PALLARÉS-RENAU, M., MIQUEL-SEGARRA, S. Y LÓPEZ FONT, L. (2023). La interacción y el engagement en twitter de las ONG con los públicos de interés. Recuperação, Incerteza e Transformação Digital. Ed. Universidade da Madeira, Portugal (p. 292-306).

POLIT, D. Y HUNGLER, B. (2000). Investigación científica en Ciencias de la Salud. McGraw- Hill/Interamericana.

RODHES, M. (1961). An Analysis of Creativity. The Phi Delta Kappan, 42(7), 305–310. http://www.jstor.org/stable/20342603

ROMERO, J.R., M., FERNANDEZ-CID,M. Y DE ESPINOSA, M. P. (2022). Adaptaciones estratégicas de la publicidad institucional Grupo Social ONCE. Prisma Social: revista de investigación social, (36), 37-64. https://revistaprismasocial.es/article/view/4584

ROSARIO-UBIERA, R., (2014). Publicidad solidaria: eficacia de la publicidad televisiva de manos unidas. Prisma Social, (13), 610-651. http://www.redalyc.org/articulo.oa?id=353744532017

RUBIO-PINILLA, P., & CANDÓN-MENA, J. (2021). La comunicación digital de Médicos Sin Fronteras en España durante la crisis de la COVID-19. index.Comunicación, 11(2), 231–255. https://doi.org/10.33732/ixc/11/02Lacomu

SCOLARI, C. (2013). Narrativas transmedia. Barcelona, Deusto.

URÍA, F. A (2021). ¿Redes sociales vs. Medios tradicionales? Disputas y convergencias en la era de la conectividad. Actas de Periodismo y Comunicación, 7(1). https://tinyurl.com/53s7yu6h

VIDAL CLIMENT, VICENTE (2004). La comunicación en las organizaciones no lucrativas en BEL MALLÉN, J. I. (coord.). Comunicar para crear valor, (pp. 307-322). Ediciones Universidad de Navarra (EUNSA).

WELS, MORIARTY Y BURNETT (2007). Publicidad: Principios y Prácticas. Bogotá, Colombia. Corporación Universitaria Minuto de Dios.