Facultad de Ciencias Sociales, Campus Unamuno, University of Salamanca, Despacho 416, 37007 Salamanca, Spain.
Departamento de Comunicación, Facultad de Comunicación y Humanidades, University Camilo José de Cela, 28692 Madrid, Spain.
Int J Environ Res Public Health. 2021 Jan 25;18(3):1054. doi: 10.3390/ijerph18031054.
During the lockdown declared in Spain to fight the spread of COVID-19 from 14 March to 3 May 2020, a context in which health information has gained relevance, the agenda-setting theory was used to study the proportion of health advertisements broadcasted during this period on Spanish television. Previous and posterior phases were compared, and the period was compared with the same period in 2019. A total of 191,738 advertisements were downloaded using the Instar Analytics application and analyzed using inferential statistics to observe the presence of health advertisements during the four study periods. It was observed that during the lockdown, there were more health advertisements than after, as well as during the same period in 2019, although health advertisements had the strongest presence during the pre-lockdown phase. The presence of most types of health advertisements also changed during the four phases of the study. We conclude that, although many differences can be explained by the time of the year-due to the presence of allergies or colds, for instance-the lockdown and the pandemic affected health advertising. However, the effects were mostly visible after the lockdown, when advertisers and broadcasters had had time to adapt to the unexpected circumstances.
在西班牙为抗击 COVID-19 而宣布封锁的 2020 年 3 月 14 日至 5 月 3 日期间，健康信息变得尤为重要，因此运用议程设置理论来研究在此期间西班牙电视播放的健康广告的比例。将此期间与前、后两个阶段以及 2019 年同期进行比较，并使用推断统计对总共下载的 191738 条广告进行分析，以观察四个研究期间健康广告的存在情况。结果表明，封锁期间的健康广告比封锁后以及 2019 年同期的都多，尽管健康广告在封锁前阶段的存在最为强烈。在研究的四个阶段中，大多数类型的健康广告的出现情况也发生了变化。我们的结论是，尽管许多差异可以用一年中的时间来解释（例如，由于过敏或感冒等原因），但封锁和大流行确实影响了健康广告。但是，这些影响主要在封锁后才显现出来，此时广告商和广播公司已经有时间适应这种意外情况。
