La obsolescencia de la publicidad televisiva entre los jóvenes ecuatorianos: caso de estudio RTS

Abstract

Television is still a major player in big brand advertising. However, the emergence of new platforms, together with the trend towards multiscreen behaviour, new leisure habits, and the rejection of the invasive nature of traditional advertising by young people, presents major challenges for traditional business models and raises serious questions about the effectiveness and relevance of television as an advertising medium. To assess the effectiveness of generalist television in Ecuador as a contemporary marketing tool, the study examines the effect of television advertisements on a key segment of consumer society: young people. The study involves a series of in-depth surveys of young people and interviews with marketing experts on variables such as attention, interest, attitude and behaviour. The study reveals the limitations of television as a public medium in the current context, since, with little capacity to engage the attention and interest of young people, it is unlikely to be able to influence attitudes and behaviours towards brands.