The aim of this article is to trace new audiovisual consumption habits, analyzing which screens are preferred by people in Spain when watching different types of content online. In addition, we study the use of second screens, an increasingly common phenomenon. The main sources of data for this empirical study are two original surveys carried out online in May 2012 and in December 2016. The sample size was 1,200 in both cases, and interviews were conducted via the Internet. The target population consisted of Internet users in Spain and the sample distribution was designed to be representative of this population. Our results show that audiovisual consumption habits are changing dramatically, especially when looking at younger users, whose loyalty and attention is even more difficult to attract due to their disruptive practices. In this sense, great uncertainties and risks have emerged in the entertainment industry, although valuable opportunities may also arise.

La televisión vive una etapa de transformación sin precedentes debido a la naturaleza disruptiva de las innovaciones tecnológicas derivadas de la digitalización y la convergencia del medio con internet. De un modelo televisivo lineal se ha pasado a una televisión conectada, multipantalla, interactiva y personalizada, en la que se han modificado radicalmente los procesos de producción, comercialización y visionado de los contenidos audiovisuales. Estos procesos se han visto potenciados por la irrupción de los usuarios mileniales, el público joven adulto, para quienes estos cambios son naturales. El presente artículo analiza el impacto sobre el sector televisivo de los cambios en los hábitos de visionado generados por este grupo. Para ello, además de realizar una revisión bibliográfica, se ha recurrido a la encuesta como herramienta metodológica principal para conocer los nuevos hábitos de visionado. De este modo, se ha aplicado un cuestionario en línea a un panel de consu-* Este artículo es producto del proyecto de investigación Identificación de los motivos de consumo de los contenidos audiovisuales de ficción y entretenimiento en el mercado español, financiado por el Ministerio de Economía y Competitividad del Gobierno de España durante el periodo 2016-2018 (CSO2015-64615-R).

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There is a lot of evidence about gender bias in the media, but not clear evidence about its causes. In this article, we study the influence of journalist’s gender and editor’s gender on gender bias in Chilean press through time. Based on content analysis of 2,645 news articles from Chilean leading newspapers and logistics regression, results confirm the relevance of the gender of both, journalists and editors, on the presence of gender bias in Chilean press, being a permanent behavior through time. Our research supports that the more women in the newsrooms, the greater women’s representation by the news media.

Technology disruption, digitalization and media convergence have triggered a profound crisis in the television industry. In this context, quality is an essential strategic element for success, especially when consumers have learned through their experience with VOD, becoming more demanding and less loyal customers. Then, has the importance of quality signals changed with the emergence of new online alternatives? And the quality perception among viewers? Our research explores four production values (the host, content, the set, and technical quality) as TV program quality signals and their effect on the quality perception of entertainment programs of Spanish broadcasters. We compare two years: 2012 and 2016, a period during which the Spanish television market changed due to appearance of OTT services. Using t-tests and regression models, we establish that the importance of quality signals varied over this period, with content proving more important and the set less so in 2016 as compared with 2012. Additionally, in 2016, the results show that the quality perception of linear TV entertainment programs depended more on subjective elements such as liking and satisfaction than on objective elements, as it was in 2012. Finally, our findings are discussed, and some managerial implications and future research are suggested.

Some influential authors have hardly criticized the traditional marketing consumer-responses models because these approaches would be hypothetical. To test these consumer-responses models, we surveyed 539 Chilean post-millennials, asking them about their prime motivations at the time of clicking on digital ads on their mobile devices (phones, laptops, or personal computers). We displayed three possible outcomes/responses to respondents, based on the traditional marketing consumer-responses approaches: a) knowing about the characteristics of a product or service through an informative ad, b) feeling a pleasant sensation through an attractive ad, and c) making a rapid purchase through a temporary offer or price promotion, with expiration time. We asked subjects about how many times they bought something after receiving different digital advertising inputs. According to our results, respondents tended to click more on behavioural ads, designed to trigger a rapid purchase, than on informative or affective ones. Our regression analysis demonstrated that owning a smartphone increased significantly the number of times Gen Zers bought after being exposed to a digital ad.

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Frecuentemente en la víspera de las elecciones suelen surgir críticas a las encuestas de opinión que son usadas como herramienta de investigación por la sociología electoral. Con éxitos y fracasos en la predicción de resultados, las encuestas han permitido hacer una aproximación a la caracterización de la opinión pública mediante variables que actúan como marcadores diferenciadores de los sujetos en el espectro político. Usando una muestra de 2,873 personas este artículo buscó, caracterizar a los individuos según su orientación económica, valórica y política predominante. Para ello se usó un análisis de clúster no jerárquico y un modelo de segmentación. Los resultados del estudio permiten describir nueve perfiles bien definidos que constituirían clivajes de opinión ciudadana. Aunque uno de los objetivos que impulsó este análisis fue caracterizar los tipos de adhesión electoral que se habían instalado después de la crisis social del 18 de octubre de 2019 y la pandemia, la evidencia empírica indica que estos clivajes están plenamente operativos hoy en día.