The Open Data of Institutional Advertising

  • Alicia Tapia López Esic Business & Marketing School. Departamento de Comunicación y Publicidad
  • Cristina Marín Palacios Esic Business & Marketing School. Departamento de Informática y Nuevas Tecnologías
DOI: https://doi.org/10.5209/RGID.62837
Keywords: Open data, Institutional advertising, Data analysis, Municipal spending, Advertising investment

Abstract

The aim of this study is to analyze the structure and content of open data on institutional advertising appearing in Spanish municipal open data portals. We selected those portals that gather data on advertising and created an annual index for each municipality to compare the evolution of this spending from 2006 to 2017. The results reveal that the release of data concerning this type of publicity is given a low profile. Additionally, the data are structured in non-standardized fashion and lack certain relevant information. Change is required in these practices in light of the close relationship perceived between institutional advertising, municipal elections, and the citizenry.

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How to Cite
Tapia López A. y Marín Palacios C. (2018). The Open Data of Institutional Advertising. Revista General de Información y Documentación, 28(2), 507-524. https://doi.org/10.5209/RGID.62837
Issue
Vol. 28 No. 2 (2018)
Section
Articles

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