Actualizado 23 Nov 2024 13:42

Política | Actualidad
PUBLICIDAD INSTITUCIONAL

Cómo repartió Cospedal el presupuesto para publicidad institucional en Castilla-La Mancha

Según los datos a los que ha tenidos acceso la SER, la expresidenta dispuso de más de 37 millones y medio de euros de los que una cuarta parte fue a parar sólo a dos grupos de comunicación: La Tribuna y Popular TV.

El PP no explica los criterios utilizados y recuerda que Barreda gastó 170 millones en su legislatura en este concepto

Cristina López Huerta

SER Toledo09/05/2016 - 09:59 UTC

Toledo

El Gobierno de Cospedal gastó durante la pasada legislatura más de 37 millones y medio de euros en publicidad institucional. El 25% de todo ese dinero (más de 9 millones) fue a parar únicamente a 2 grupos de comunicación: Promecal, editora de La Tribuna, y Popular TV.

Aunque Abc fue el tercer medio más beneficiado en el reparto, con 3'3 millones de euros.

La Cadena SER, la emisora de radio más seguida en la región, solo recibió un 1'73% del dinero total invertido por la expresidenta, 651.000 euros en cuatro años.

Según los datos a los que ha tenido acceso la SER, el año clave fue 2015, concretamente los meses anteriores a las elecciones. Sólo de enero a mayo, Popular TV facturó más de 1,6 millones de euros. De hecho, esta televisión se hizo con la mayor parte del pastel: 16 de cada 100 euros de toda la publicidad a repartir ese año entre otros cien medios de comunicación (televisiones, radios, prensa escrita o digitales). Su evolución fue exponencial: en solo un semestre, Popular TV percibió lo mismo que en todo el ejercicio 2014 y el doble que en 2013.

De hecho, el segundo medio que más dinero público ingresó el año pasado, el grupo La Tribuna, se quedó a un millón de euros de distancia. Aunque esta editora de prensa escrita fue la más beneficiada un año antes, en 2014: dos millones de euros, cuando el presupuesto para todos los medios regionales era de 11 millones y medio.

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Del reparto en promoción institucional destaca la gran diferencia de trato entre medios del mismo sector. Por ejemplo el radiofónico: Cope ingresó cuatro veces más que emisoras como la SER, cuando esta última fue antes, durante y después de la legislatura de Cospedal la emisora generalista más escuchada en Castilla-La Mancha, según los datos del Estudio General de Medios.

También destaca la aportación a Navarra Televisión, de la que es accionista Méndez Pozo, el dueño La Tribuna, a quien se abonó cerca de un millón de euros.

La Cumbre Internacional del Vino o el Congreso Internacional de la Tauromaquia, apuestas del Gobierno popular la pasada legislatura, fueron algunas de las campañas más amplias. Aunque la más jugosa por su precio fue la llamada "Promoción de los valores de Castilla-La Mancha", en total 1.400.000 euros que se repartieron varias cabeceras de La Tribuna, Televisión Castilla y León o Televisión Navarra.

La mayoría de la publicidad institucional de Cospedal se gestionó a través de la Fundación para la Promoción de Castilla-La Mancha, ya que hubo otras campañas que se hicieron directamente por las consejerías correspondientes.

Los meses previos a la campaña electoral autonómica se pagaron 9,6 millones de euros. Cuando el actual Gobierno llegó al poder se encontó la partida para gasto en publicidad a cero.

Fuentes del PP consultadas por la SER han preferido no valorar estos datos, si bien recuerdan que la cantidad que se gastó durante la pasada legislatura fue muy inferior a los 170 millones de euros presupuestados durante el anterior Gobierno de Barreda.

Cristina López Huerta

Cristina López Huerta

Licenciada en Comunicación Audiovisual por la Universidad Complutense de Madrid, esta ciudarrealeña...

 
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Sólo de enero a mayo, <strong>Popular TV</strong> facturó más de 1,6 millones de euros. De hecho, esta televisión se hizo con la mayor parte del pastel: 16 de cada 100 euros de toda la publicidad a repartir ese año entre otros cien medios de comunicación (televisiones, radios, prensa escrita o digitales). Su evolución fue exponencial: en solo un semestre, Popular TV percibió lo mismo que en todo el ejercicio 2014 y el doble que en 2013."},{"_id":"73Z5JMGYO5GQNNQVF7SMLDKBMU","type":"text","additional_properties":{"tag":"p"},"alignment":"center","content":"De hecho, el segundo medio que más dinero público ingresó el año pasado, <strong>el grupo La Tribuna,</strong> se quedó a un millón de euros de distancia. Aunque esta editora de prensa escrita fue la más beneficiada un año antes, en 2014: dos millones de euros, cuando el presupuesto para todos los medios regionales era de 11 millones y medio."},{"_id":"2HZ2T5INDNHTJHQLT5YVYMQP6Q","type":"text","additional_properties":{"tag":"p"},"alignment":"center","content":"Del reparto en promoción institucional destaca<strong> la gran diferencia de trato entre medios del mismo sector.</strong> Por ejemplo el radiofónico: <strong><em>Cope</em> ingresó cuatro veces más que emisoras como la SER,</strong> cuando esta última fue antes, durante y después de la legislatura de Cospedal la emisora generalista más escuchada en Castilla-La Mancha, según los datos del <a href=\"http://cadenaser.com/tag/egm_estudio_general_medios/a/\"><strong>Estudio General de Medios</strong></a>."},{"_id":"TMZIIJKMD5HGHF4YXNMONZYHHY","type":"text","additional_properties":{"tag":"p"},"alignment":"center","content":"También destaca la aportación a <strong>Navarra Televisión</strong>, de la que es accionista Méndez Pozo, el dueño <em>La Tribuna</em>, a quien se abonó <strong>cerca de un millón de euros.</strong>"},{"_id":"XGLTYNR7RFDXNG4DW4XORJCOJ4","type":"text","additional_properties":{"tag":"p"},"alignment":"center","content":"<strong>La Cumbre Internacional del Vino o el Congreso Internacional de la Tauromaquia,</strong> apuestas del Gobierno <em>popular</em> la pasada legislatura, fueron algunas de las campañas más amplias. 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