Characteristics of the spots with sporting contents in the Spanish tv channels

Agnès Riera i Ferran

*Corresponding author: Agnès Riera i Ferran agnes.riera@uvic.cat

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Cite this article

Riera i Ferran, A. (2007). Characteristics of the spots with sporting contents in the Spanish tv channels. Apunts. Educación Física y Deportes, 89, 7-14.

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Abstract

Recent studies from the search of 24.544 spots in six Spanish channels during the years 1998 to 2002 have exposed some characteristics of the sporting spots, the sports, the sportspeople and the sports programmes more used in the spots with sporting contents.
The characteristics of the spots with sporting contents allow us to know the communication strategies of the advertisers, publicists, and TV media. Moreover, the characteristics of the sports, sportspeople, and sporting spots not only show us the strategies of the publicists but also reflects the scenes, models and sporting habits more accepted in the Spanish society. As Moragas said “The moral values of sport are expressed in the mass media, and the moral values of the society are expressed in the sport.
This study describes the strategies of the advertisers, publicists, and the TV media when using and broadcasting the spots with sporting contents. Some specific aspects of the sports, sportspeople and sporting spots used by publicists have been identified as well.

Keywords: Advertising, Mass Media, Sporting Spots, televisión.

ISSN: 1577-4015

Published: July 1, 2007