Espacio de publicidad en prime time de televisión en la Comunidad Andina

Abstract

There is no doubt that television has consolidated as one of the main sources of communication media that has been able to persuade and influence nowadays audience. Commerce has taken advantage of it to sell products and services, and in many cases, it has become the main objective of this media. The following research focuses on identifying the type of advertising that is transmitted by a quantitative analysis and establishing what topics predominate on the advertising spaces of both public and private television networks in the Andean Community. The sample is composed by the main public and private channel of each country belonging in the Andean Community (Ecuador, Perú, Colombia and Bolivia), taking the viewership of each channel as a reference. The analysis was developed during prime time of each channel and advertising company’s due to the fact that the audience is higher on this period. Finally, rules and norms that govern each country were reviewed taking television advertising as reference, with the purpose of determining their fulfillment.