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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 32, January-June 2021


Cristina Jaramillo Sánchez Universidad CEU San Pablo, España
Title Analysis of content with a brand presence in the Spanish Digital Press. Case Study: Elpais.com 2019 Summary This article presents the results of a research study aimed at analysing the incidence and characteristics of content with a brand presence on the front page of Elpais.com. For this purpose, a sample of 28 front pages has been examined, in which a total of 545 items were registered during the months of May and June 2019. The sample was used to analyse the origin, visibility, format and authorship of these pieces, among other aspects. From the results obtained, it can be seen that content with a brand presence has a significant influence, accounting for more than 16% of the total number of front page pieces. Of the sample analysed, branded content is the format with the highest prevalence, which also has the most multimedia and interactive elements. Moreover, there is a clear commitment to affiliate content used as a source of income for the medium. Finally, it has been concluded that more than half of the pieces studied are produced by journalists and collaborators working for the medium. Keywords El País; native advertising; branded content; affiliation; sponsored content.


doi: https://doi.org/10.31921/doxacom.n32a17

Edita: Universidad CEU San Pablo

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