Impacto de la pandemia de Covid-19 en el consumo de medios en España

Mireia Montaña Blasco; Candela Ollé Castellà; Montse Lavilla Raso

doi:10.4185/RLCS-2020-1472

Authors

Mireia Montaña Blasco Universitat Oberta de Catalunya https://orcid.org/0000-0002-6464-5129
Candela Ollé Castellà Universitat Oberta de Catalunya https://orcid.org/0000-0002-8302-4790
Montse Lavilla Raso Universitat Oberta de Catalunya; Havas Media https://orcid.org/0000-0002-8916-7872

DOI:

https://doi.org/10.4185/RLCS-2020-1472

Keywords:

audiences, media consumption, habits, crisis situations, health crises, Coronavirus, COVID-19, confinement

Abstract

Introduction: This study aims to explore the impact of the Covid-19 pandemic on media habits and consumption in Spain, one of the most severely affected countries. Methodology: A representative online survey of the Spanish population (N = 1,500 participants) was conducted from March 13 to 30, 2020, coinciding with the first weeks of home confinement. The sample was studied according to two variables, gender (Women N = 750; Men N = 750) and age (18-39 years individuals, N = 720; over 40 years individuals N = 780) to detect the most relevant specificities of each group. The sampling error is ± 4.38% to 95% confidence. Results: Results highlight that television is the most used media when it comes to finding out about the virus, before digital media. It should be noted that infoshow-type television programs manage to accumulate more audience than the traditional news programs. The least used media to get information about the evolution of the Covid-19 are Internet, social networks, radio, information by relatives or acquaintances, and traditional press. Although radio consumption seems not to be significant to stay informed, this medium is the most credible, in addition to television. Finally, the consumption of over-the-top (OTT) platforms has grown considerably during this period. Discussion: Television recovers the audience of the youngest targets that it seemed to have lost in in favor of digital media. Conclusions: An increasingly complex and competitive media landscape is consolidating.

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Author Biographies

Mireia Montaña Blasco, Universitat Oberta de Catalunya

She has a Ph.D. in Communication. Her R+D+I work focuses on the impact media have on people’s well-being, especially on the most vulnerable groups: children, youths, and elderly people. After years of professional practice in advertising agencies, in 2003 she joined the University of Vic as an associated professor. In 2008, she joined the Universitat Oberta de Catalunya [EN: Open University of Catalonia] as a professor. From 2010 to 2016, she was director of the Postgraduate Degree in Internet and other Digital Media Advertising. She is part of the learning, media and entertainment Research Group (GAME) of the Universitat Oberta de Catalunya and the Communication, Advertising & Society (CAS) Group of the Universitat Pompeu Fabra.

Candela Ollé Castellà, Universitat Oberta de Catalunya

She has a Ph.D. in Documentation; AQU associate professor; 2 sexenniums; 1 docentia. Her R+D+I work (member of CSO2008-05525-C02-01/SOCI; CSO2011-29503; CSO2014-52830-P; RTI2018-094360-B-I00) focuses on open access, open science and scientific communication. She has been a member of the Maredata excellence network (CSO2015-71867-REDT). She was awarded an APIF fellowship to undertake a doctorate at the Universitat de Barcelona [EN: University of Barcelona] from 2006 to 2009. In 2009, she joined the Universitat Oberta de Catalunya as a professor. Since 2017, she has been head of the University Master’s Degree in Digital Journalism and Communication: Data and New Narratives. She is a collaborator of the learning, media and entertainment Research Group (GAME) of the Universitat Oberta de Catalunya and member of the Culture and Digital Content Group of the Universitat de Barcelona.

Montse Lavilla Raso, Universitat Oberta de Catalunya; Havas Media

She has a Ph.D. in Advertising and Public Relations. She combines her work as Digital Transformation Director, at the Arena Media agency of the Havas group, with teaching at several universities. With over 20 years of experience in Marketing and Communication, she has worked as Marketing Director of Fotocasa and Habitaclia, among other Adevinta portals. Currently, she is an Assistant professor at the Universitat Oberta de Catalunya, Universitat Autònoma de Barcelona [EN: Autonomous University of Barcelona], Universitat Pompeu Fabra [Pompeu Fabra University] and collaborates at Elisava. She is also a lecturer in the Digital Transformation field. She is author of various books and publications; she was awarded with the Leadership Award for best professional of the year in the framework of the 2018 World Marketing Festival.

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