Mercedes Medina e-mail(Login required) , Leticia Barron e-mail(Login required)

Main Article Content

Authors

Mercedes Medina e-mail(Login required)
Leticia Barron e-mail(Login required)

Abstract

178
The impact of the recession has been different in media market in America and Europe. In most Latin American countries, advertising revenue has not decreased as dramatically as in Europe. Spain is one of the European countries in which the recession has hit hardest and, as a result, the media market, mainly free to air TV, has been strongly affected. In contrast, the recession has not affected the Mexican market so profoundly, because its television market does not depend exclusively on advertising. Mexico has historically been regarded as a net exporter in the audiovisual market. The aim of this study is to analyse the influence of the recession on the television market of two countries, Mexico and Spain, and to identify some keys to overcome the consequences of the global recession from market and media management points of view. Although they are very different countries, they share a common language and
may become competitors in the international markets. A number of microeconomic indicators are compared, such as media advertising investment, the economic performance of media companies and the international sales of television programs, as well as macroeconomic indicators such as Gross Domestic Product (GDP) and the inflation rate from 2005 (two years prior to the beginning of the crisis) to 2010.

Keywords

Economic recession, advertising revenues, television market, audiovisual exports, media companies, Mexico, Spain

References

AAKER, David and MEYERS, John, Advertising management (4th ed.), Englewood Prentice Hall,

Englewood Cliffs, NJ, 1992.

ALCOLEA, Gema and GUTIERREZ, Estrella, “El sector televisivo español en el contexto de crisis

económica: Análisis y perspectiva jurídico-empresarial”, Periodismo, Comunicación y

Sociedad, vol. 6, 2010, pp. 125-144.

ALMIRÓN, Nuria, “Grupos privaos propietarios de medios de comunicación en España: principales

datos estructurales y financieros” [Private owners of media corporations in Spain: main

structural and financial data], Comunicación y Sociedad, Vol. XXII, nº 1, 2009, pp. 243-263.

“Amplía Televisa presencia en Univisión”, Mural.com. 4-12-2010. Retrieved October, 17 -2012 from

http://busquedasgruporeforma.com/Mural.aspx.

BIELBY, Denise and HARRINGTON, Lee, Global TV: Exporting television and culture in the world

market, NYU Press, New York, 2008.

BIELBY, Denise and HARRINGTON, Lee, “Global TV 2010: Update of the World Market for

Television”, Popular Communication, vol. 8, nº 3, 2010, pp. 217-221.

CALDWELL, John, “Breaking Ranks: Backdoor Workforces, Messy Workflows, and Craft

Disaggregation”, Popular Communication, vol. 8, nº 3, 2010, pp. 221-226.

CHANG, Byeng-Hee and CHAN-OLMSTED, Silvia, “Relative Constancy of Advertising Spending.

A cross-national examination of advertising expenditures and their determinants”, Gazette,

The International Journal for Communication Studies, vol. 67, nº 4, 2005, pp. 339-357.

CORDOBA, José and HARRUP, Anthony, “Televisa readies move in Mexican media battle”. Wall

Street Journal-Eastern Edition, vol. 257, nº 80, 2011, pp. b1-b2.

EFE, “Televisa aspira a aumentar su participación en La Sexta”, El Mundo, 04-10-2011. Retrieved

October 27, 2012 from http://www.elmundo.es/2011/10/04/comunicacion/1317726369.html.

ERICE, Manuel “General Manager of Territorial Expansion of ABC”, Session at the University of

Navarra, MA in Media Management, Pamplona, Spain, 17 February, 2011.

“Especial crisis”, Noticias de la comunicación, nº 288, February, 2009.

FAPAE, Annual Report. FAPAE, Madrid, 2008-2009.

FARIAS, Pedro and ROSES, S., “La crisis acelera el cambio del negocio informativo”, Estudios sobre

el Mensaje Periodístico, vol. 15, 2009, pp. 15-32.

FERNÁNDEZ, Claudia and PAXMAN, Andrew. El Tigre. Emilio Azcárraga y su imperio Televisa.

Grijalbo, México, 2000, pp. 217.

FERNÁNDEZ, David, “El Mercado de la producción independiente en España ante la aparición

Cuatro y La Sexta” [The Spanish independent production market in view of the appearance of

Cuatro and La Sexta], Comunicación y Sociedad, vol. XXII, nº 1, 2009, pp. 59-87.

GALLARDO, Jorge, La televisión tradicional quiere goberna

Medina, M. & Barrón, L. The impact of the recession on the TV industry in Mexico and Spain

ISSN 0214-0039 © 2013 Communication&Society/Comunicación y Sociedad, 26, 2 (2013) 27-46

JARA, Rubén, “La inversión publicitaria repuntará 5.0%”, El Economista, December, 2010. Retrieved

March 15, 2011 from http://eleconomista.com.mx/industrias/2010/03/09/inversionpublicitaria-mexico-repuntara-50

JIMÉNEZ, Luis and HERNÁNDEZ, Luis, “Aspectos económicos”, La televisión en España. Informe

UTECA-CIEC, Madrid, 2009, pp. 197-235.

JIMÉNEZ, Miguel, “Latinamérica como solución”, El País. 18 December 2011. Retrieved from:

http://www.elpais.com/articulo/empresas/sectores/Latinoamerica/solucion/elpepueconeg/2011

elpnegemp_5/Tes

“La inversión publicitaria en México crecerá un 10% según la IAA”, El Economista. December, 2010.

Retrieved January 18, 2011 from http://eleconomista.com.mx/.../2010/.../inversionpublicitaria-mexico-repuntara-10.

Law 7/2009, on Urgent Measures in Telecommunications. July, 2009.

LEJARZA, Mikel, President of Antena 3 Films, Antena 3’s production company, personal interview,

March, 2012, Pamplona, Spain.

LOTZ, Amanda, “US Television and the Recession: Impetus for Change?”, Popular Communication,

vol. 8, nº 3, 2010, pp. 186-189.

MADINAVEITIA, Eduardo, “Crisis en el negocio de los medios”, Revista APD, nº 242, May, 2009,

pp. 24-25.

McALLISTER, Mathew P., “But Wait, There's More!: Advertising, the Recession, and the Future of

Commercial Culture”, Popular Communication, vol. 8, nº 3, 2010, pp. 189-193.

McCOMBS, Max, “Mass Media in the Marketplace”, Journalism Monographs 24.

McCOMBS, Max and EYAL, Chaim H., “Spending on mass media”, Journal of Communication, vol.

, nº 1, 1980, pp. 153-158.

McCOMBS, Max and NOLAN, J., “The Relative Constancy Approach to Consumer Spending for

Media”, Journal of Media Economics , vol. 5, nº 3, 1992, 43-52.

MEDINA, Mercedes, “The Hispanic Globalization”, in BOYD-BARRET, Oliver, Communications,

Media, Globalization and Empire, John Libbey, Eastleigh, UK, 2006, pp. 164-181.

MEDINA, Mercedes (ed.), Creating, producing and selling TV shows. The case of the most popular

dramedies in Spain, Formalpress: Media xxi, Lisbon, 2009, pp. 117-150.

MEDINA, Mercedes and BARRÓN, Leticia, “Latinoamerican Telenovelas on a Global Scale”,

Journal of Spanish Language Media, nº 4, 2011, pp. 125-149.

MEDINA, Mercedes and OJER, Teresa, “Estrategias online de las cadenas de televisión”, La

televisión en España. Informe 2009, UTECA-CIEC, Madrid, 2009, pp. 299-316

MEDINA, Mercedes and OJER, Teresa, “The New Spanish Public Service Broadcasting Model”,

Comunicación y Sociedad, vol. XXIII, nº, 2, 2010, pp. 329-359.

MEDINA, Mercedes et al., “Implementation of innovation strategy: The case of CCRTV Interactiva”,

in VUKANOVIC, Zvezdan and FAUSTINO, Paulo (ed.), Managing Media Economy, Media

Content and Technology in the Age of Digital Convergence, Media xxi, Lisbon, Portugal,

, pp. 87-118.

MEJÍA, Angelina, “Crece la tv de cable”, El Universal, 09-12-2008. Retrieved October 17, 2012 from

http://www.eluniversal.com.mx/articulos/51351.html

MOCTEZUMA, Regina, “Los contenidos y la publicidad ya no son el único negocio…”, CNN

Expansión, 20-12-2010. Retrieved October 27 2012 from

http://www.cnnexpansion.com/personaje-2010/2010/12/13/televisa-tiene-nuevo-rostro.

“Mexico’s communication monopolies. Amigos no longer”, The Economist, March 19, 2011, p. 56.

PICARD, Robert, “Effects of recessions on advertising expenditures: an exploratory study of

economic downturns in nine developed nations”, The Journal of Media Economics, vol. 14, nº

, 2001, pp. 1-14.

ROMERO, María, PÉREZ, M. José and OROZ, Sara, “Prospectiva de la Crisis Mediática en un

Contexto de Crisis Global”, Revista RE – Presentaciones Periodismo, Comunicación y

Sociedad, vol. 3, nº 6, 2010, pp. 73-94.

SÁNCHEZ-TABERNERO, Alfonso, “Los grupos de comunicación en España: estrategias frente a la

crisis”, in CAMPOS, Francisco (ed.), El campo mediático, Comunicación Social, Zamora,

, pp. 59-73.

Medina, M. & Barrón, L. The impact of the recession on the TV industry in Mexico and Spain

ISSN 0214-0039 © 2013 Communication&Society/Comunicación y Sociedad, 26, 2 (2013) 27-46

SANDVOSS, Cornel, “Conceptualizing the Global Economic Crisis in Popular Communication

Research”, Popular Communication, vol. 8, nº 3, 2010, pp. 154-161.

SEMOVA, Dimitrina-Jivkova, “Financing Public Media in Spain: New Strategies”, International

Journal on Media Management, vol. 12, nº 3, 2010, pp. 141-157.

SINCLAIR, John, Televisión: comunicación global y regionalización, Gedisa, Barcelona, 2000.

SINCLAIR, John, “The globalization of Latin American Media, NACLA”, Report on the Americas

vol. 37, nº 5. January-February 2004. Retrieved October, 21 2010 from

http://depaul.university.edu.

STEEMERS, Jeanette, “The `Canary in the Coalmine´: The Recession and the Crisis in the Production

of British Children's Television Programming”, Popular Communication, vol. 8, nº 3, 2010,

pp. 213 -217.

TELEVISA, Annual Reports, Mexican Stock Exchange, Mexico, 2005-2010.

TV AZTECA, Annual Reports, Mexican Stock Exchange, Mexico, 2005-2010.

VAN DER WURFF, Richard, BAKKER, Piet and PICARD, Robert, “Economic Growth and

Advertising Expenditures in Different Media in Different Countries”, The Journal of Media

Economics, vol. 21, nº 1, 2008, pp. 28-52.

VILLAMIL, Jenaro, “La concentración televisiva en México”, Regeneración, 16-11-2012. Retrieved

November, 16 2012 from http://www.regeneracion.mx/portada/268-co-mexicanas/1146-laconcentracion-televisiva-en-mexico.

“What´s New in your industry”, Business Latin America, vol. 7, 16, November 2007, Retrieved

January 17, 2011, from

http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?hid=8andsid=2dae013d-cd60-4357-

a-2bd5e711404c%40sessionmgr113andvid=3.

Metrics

Search GoogleScholar


Details

Article Details

Section
Articles