Regulatory systems for institutional advertising and their effectiveness: the Junta de Comunidades de Castilla-La Mancha as advertiser
Abstract
Advertising from public administrations is an income for the media. Public administration advertising is another source of revenue for the media. However, since they are public funds, this type of campaigns has required specific regulations. There are currently eleven autonomous communities with legislation on the subject and one national standard. Castilla-La Mancha is one of the six autonomous regions that lacks a regional law, but since 2016 the recruitment of the campaigns of the Junta de Comunidades is governed by Framework Agreement. This work, focused on the institutional publicity of the Junta de Castilla-La Mancha during the years 2016, 2017 and 2018, aims to check whether this new regulatory system has improved transparency and objectivity in the criteria of distribution. The advertising insertions from the regional government (2016-2018) are examined and compared with the usual audience measurement metrics.
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