Government advertising and media pluralism. An analysis of the campaigns of the General State Administration in Spain (2006-2018)

Abstract

This research analyzes the role in Spain of the General State Administration in establishing the distribution of government advertising as well as commercial campaigns since the approval of the Government Advertising Law of 2005. In addition to government changes, there are political and economic scenarios that also condition the development and execution of institutional advertising plans. The investment´s fall in government advertising has been very important in general terms and in all media in the last decade, except on the Internet, which has endured better. On the other hand, between 2006 and 2018 the budget for commercial campaigns has increased by 10 million euros, 10.42%. However, the budget for institutional communication and government advertising has been reduced by 89.76% and more than 188 million euros.