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Advertising in the Prime Time of the Ecuadorian Television

2017; Springer Nature; Linguagem: Inglês

10.1007/978-3-319-56541-5_4

2194-5357

Carlos Ortiz, Geovanna Salazar, Abel Suing,

Advertising and Communication Studies

In this research it is analyzed the existing advertising in the prime time of the Ecuadorian television. Through a quantitative methodology it is intended to measure the percentage and index that occupy the advertisements within the televise programming, using a monitoring form utilized in the prime time Ecuadorian programs of Ecuavisa, TC Television and Ecuador TV, from September 12 to 16 of the year 2016. It can be determined that advertising in the slot with bigger audience varies in the three television stations analyzed, in the same way it is modified between the days of the week, denoting that the transmission of advertising on channels responds to certain interests in the audience or specific objectives that it seeks to achieve.