Quality of Radio Advertising in Spain: The Impact of Professional Profiles and Work Dynamics

Abstract

For decades, the professional and academic sectors have questioned the quality of radio advertising, with no consensus on the elements that drive it. This consideration has not taken into account the source of advertising production, which can be external or in-house. To this end, this study attempts for the first time to compare the different theories regarding the deterioration of radio advertising from the perspective of the medium, with the aim of unifying the causes. The mixed methodological triangulation by means of a literature review, in-depth interviews with the advertising production teams of four radio groups (Ábside Media, Atresmedia, Grupo Godó and Prisa) and a survey allowed us to identify how the professional profiles involved, the work dynamics and the causes of this creative crisis are integrated into the business organizational structure. Among the main findings that affect the quality of advertising productions, we highlight the lack of sufficient human resources in advertising production teams and the low support they receive, the absence of information in the creative briefings and the system of online recordings with voice-over artists.