Health Advertising during the Lockdown: A Comparative Analysis of Commercial TV in Spain

Blanco‐Herrero, David; Gallardo-Camacho, Jorge; Calderón, Carlos Arcila

doi:10.3390/ijerph18031054

Cited by 8 publications

(8 citation statements)

References 40 publications

(40 reference statements)

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“…The lockdown de-escalation plan consisted of three phases. The government slowly eased restrictions, and people resumed some of their everyday activities, reaching a so-called "new normality" [18]. For example, the social gathering limit was increased from 10 people to 15 when Phase 1 moved to Phase 2.…”

Section: Air Pollution and Meteorological Data Collectionmentioning

confidence: 99%

Relations between Air Quality and Covid-19 Lockdown Measures in Valencia, Spain

Donzelli

Cioni

Cancellieri³

et al. 2021

IJERPH

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The set of measures to contain the diffusion of COVID-19 instituted by the European governments gave an unparalleled opportunity to improve our understanding of the transport and industrial sectors’ contribution to urban air pollution. The purpose of this study was to assess the impacts of the lockdown measures on air quality and pollutant emissions in Valencia, Spain. For this reason, we determined if there was a significant difference in the concentration levels of different particulate matter (PM) sizes, PM10, PM2.5, and NOx, NO2, NO, and O3, between the period of restrictions in 2020 and the same period in 2019. Our findings indicated that PM pollutant levels during the lockdown period were significantly different from the same period of the previous year, even if there is variability in the different local areas. The highest variations reduction in the PM10 and PM2.5 levels were observed for the València Centre, València Avd Francia, and València Pista de Silla (all of the urban traffic type) in which there was a reduction of 58%–42%, 56%–53%, and 60%–41% respectively. Moreover, consistent with recent studies, we observed a significant reduction in nitric oxide levels in all the air monitoring stations. In all seven monitoring stations, it was observed, in 2020, NOx, NO2, and NO concentrations decreased by 48.5%–49.8%–46.2%, 62.1%–67.4%–45.7%, 37.4%–35.7%–35.3%, 60.7%–67.7%–47.1%, 65.5%–65.8%–63.5%, 60.0%–64.5%–41.3%, and 60.4%–61.6%–52.5%, respectively. Lastly, overall O3 levels decreased during the lockdown period, although this phenomenon was more closely related to weather conditions. Overall, no significant differences were observed between the meteorological conditions in 2019 and 2020. Our findings suggest that further studies on the effect of human activities on air quality are needed and encourage the adoption of a holistic approach to improve urban air quality.

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Section: Air Pollution and Meteorological Data Collectionmentioning

confidence: 99%

Relations between Air Quality and Covid-19 Lockdown Measures in Valencia, Spain

Donzelli

Cioni

Cancellieri³

et al. 2021

IJERPH

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“…Sin embargo, aunque sí existen investigaciones sobre el rol que puede jugar la publicidad en determinadas crisis de salud, como la del VIH (Bush y Boller, 1991), no son tan frecuentes en la dirección opuesta, analizando los efectos de este tipo de crisis sanitarias en la publicidad. En este campo, aunque todavía escasos, sí ha habido al-gunos intentos en relación con la pandemia de covid-19: Mejova y Kalimeri (2020) prestaron atención a los anuncios en Facebook, mientras Blanco et al (2021) se enfocaron en la publicidad sobre productos sanitarios en la televisión.…”

Section: Contextualización Teóricaunclassified

“…La extracción de los datos se realizó entre el 1 de junio de 2020 y el 6 de agosto de 2020 a través de la aplicación Instar Analytics de Kantar Media, empresa de audimetría en España. Se establecieron cuatro periodos temporales diferentes para captar los datos, como hicieron Blanco et al (2021) cuando analizaron la publicidad relacionada con productos sanitarios en España:…”

Section: Metodologíaunclassified

Efectos del confinamiento y la pandemia en los anuncios emitidos en las dos principales cadenas de televisión privadas en España

Blanco‐Herrero

Calderón

Gallardo-Camacho

2022

Pacla

Self Cite

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Este artículo pretende conocer cómo cambiaron los patrones publicitarios en la televisión en España durante el confinamiento. Así, el objetivo principal es conocer qué tipos de anuncios se emitieron en España durante el confinamiento en comparación con las semanas previas, posteriores y con el mismo periodo del año anterior. Para ello, se realizó un estudio de los spots emitidos en las dos principales cadenas de televisión comerciales en España, Antena 3 y Telecinco, para lo que se extrajeron los datos a través de la aplicación Instar Analytics de Kantar Media, la empresa que mide la audimetría en España. Se analizó un total de 191,738 anuncios, de los que 2,107 fueron diferentes y el resto repeticiones. A modo de conclusión, la emisión de anuncios durante el confinamiento replicó las pautas de consumo del momento en lugar de intentar contrarrestarlas: aquellas industrias que pudieron continuar su actividad ganaron peso en detrimento de la publicidad de aquellas cuya actividad se paralizó en mayor medida.

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“…This study focuses on the TV commercials content in the COVID-19 global pandemic, including the specific epidemic situation in different countries. Considering the limited number of the articles concerning these issues (Taylor, 2021;Gangadharbatla, 2021;Deng et al, 2020;Jimenez-Sanchez et al, 2020;Blanco-Herrero et al, 2021;Machová et al, 2021, Ozsomer et al, 2022, this work evaluates the impact that the global health crisis on brands' messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries.…”

mentioning

confidence: 99%

“…The lockdown and the pandemic affected health advertising. Blanco-Herrero et al (2021) observed that during the lockdown related to the COVID-19 pandemic, there were more health advertisements than after and during the same period in 2019. The health advertisements had the strongest presence immediately during the pre-lockdown phase and advertisers adapted to the unexpected circumstances.…”

mentioning

confidence: 99%

The COVID-19 Pandemic Impact on the TV Commercials Content in European Countries

Grębosz-Krawczyk

Siuda

2022

MMI

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The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries.

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Health Advertising during the Lockdown: A Comparative Analysis of Commercial TV in Spain

Cited by 8 publications

References 40 publications

Relations between Air Quality and Covid-19 Lockdown Measures in Valencia, Spain

Relations between Air Quality and Covid-19 Lockdown Measures in Valencia, Spain

Efectos del confinamiento y la pandemia en los anuncios emitidos en las dos principales cadenas de televisión privadas en España

The COVID-19 Pandemic Impact on the TV Commercials Content in European Countries

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