- Content, short advertising blocks, and journalistic ethics are the three elements that stand out when defining quality television in a SCOPEN study.
- The quality of programming greatly influences the effectiveness of advertising campaigns for 42% of those interviewed
Antenna 3 y Atresmedia have positioned themselves as the television network and group with the best perceived quality, according to the seventh edition of the Television Quality Study of SCOPEN. The report analyzes the evolution of the perception that both marketing professionals and media agencies have of the quality of Television groups, networks and programs.
In this edition, a total of 220 professionals have been interviewed: 92 of them work in advertising companies and 128 work in media agencies, maintaining a constant relationship with the television stations they evaluate. Thus, when asked about the perceived quality of television channels, 47% of those surveyed placed Antena 3 in first place, followed by La 1 (23%) and La 2 (19.5%). Antena 3 is also the channel that has experienced the best evolution in recent years, consolidating its first position in the last three editions. La 1, which was first in 2011, was losing perceived quality until 2020 but has maintained a positive evolution in the last four years, as is also the case with La 2.
Higher quality programs
As for the television programs with the highest quality, the first two are ‘El Hormiguero’ and ‘Antena 3 Noticias’, which reverse the positions obtained in the previous edition. They are followed, at a considerable distance, by ‘Telediario’ and ‘Masterchef’ (both from La 1). The fifth position is occupied by ‘Pasapalabra’ (also from Antena 3).
In general, the number of professionals who believe that different groups are committed to quality television increases. The Atresmedia group appears as a leader in terms of its commitment to quality programming (79% of those interviewed agree). It follows, at some distance RTVE (61%).
Héctor Abanades, Research Manager of SCOPEN, commented that “Consumers are increasingly looking for more and better content that educates and entertains. The continuous emergence of digital platforms, which rely on content generators and the increasing proliferation of Influencers, means that television networks compete with any audiovisual “operator”, regardless of the channel in which it is consumed, making each time The most important thing is the quality of television content to attract the audience. Atresmedia continues to be the most valued group for its commitment to the quality of its content”.
Content, advertising and ethics
Interesting and innovative content (61%) and low saturation/short blocks (33%) are the two aspects most mentioned, spontaneously, when interviewees define what ‘quality’ television is for them. They would follow Target affinity and the Positive values. If we look separately at the aspects mentioned by the different groups that respond, advertisers give more importance to Content, Interaction, Credible Information and Measurability, while agency professionals of media mention, to a greater extent, Low saturation, Affinity to the target and Entertainment.
When evaluating the three most important suggested aspects to consider a television channel as ‘quality’, the most mentioned are Content (55%), Short-duration advertising blocks (34%) and Journalistic Ethics (31%). %). Again, taking into account the differences between the two groups, Content, Journalistic Ethics and Respectful are mentioned more by advertisers and media agency professionals mention short-term advertising blocks that are Entertaining to a greater extent. and own production of content. Journalistic Ethics is the aspect that rises the most when selecting key aspects of quality television, while Content, Varied Programming and User Experience are aspects less mentioned than in previous editions.
Campaign scheduling and effectiveness
42% of those surveyed consider that the quality of programming greatly influences the effectiveness of advertising campaigns. On average, eight out of ten consider that it influences A lot (42%) o Quite (44%) -among advertisers, it increases to nine out of ten-. Only 4.5% consider that it influences Bit and 1.8% consider that it has no influence Anything (all of them media agency professionals). If the 2011-2023 time series is analyzed, it is observed how the quality of programming becomes increasingly important in the effectiveness of the campaigns (‘it has a lot of influence’: 2011= 22% – 2023= 42%). The sum of A lot + Quite in 2023 it is the highest of all editions.
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2024-02-23 07:23:09
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