An external audit on institutional advertising commissioned by the Junta de Castilla y León determined that the autonomous administration is “effective in cats and effective in its campaigns” managed by the Ministry of the Presidency headed by Luis Miguel González Gago.
The report, available on the transparency portal of the Junta de Castilla y León, is the “first prepared in Spain” by an “independent” entity – the independent control body Information and Control of Publications (OJD) – on the campaign effectiveness Institutional advertising 2023they emphasize in a press release sent this Saturday by the Ministry of the Presidency, which emphasizes that with this audit, all the recommendations made by the Independent Authority for Fiscal Responsibility (Airef) are “respected”.
The Commission highlights that the study of the 2023 campaigns, the year in which institutional advertising was contracted for a total of 272 different media“has demonstrated solid efficiency and effectiveness in terms of scope and costs” and “confirms the important effort of diversity and respect for the plurality of information that this Administration has always maintained.” Concerning the investment made, the report reflects “the commitment to achieving its objectives through various media and advertising media, both national, regional and local”.
With reference to the so-called weighted potential contacts, that is to say the number of times the population has interacted with the institutional advertising of the Council, the independent entity calculates that they amount to more than 370 million contacts. According to the OJD, this means that a large majority of the Community’s population has at some point been in contact with the campaigns carried out in 2023.
Regarding the advertising measurement factor, which calculates the average cost of campaigns based on the number of interactions, the independent entity OJD calculates an average cost of 24.45 euros for 1,000 impacts. According to the report, this value indicates the economic effectiveness of advertising campaigns.
The OJD also positively assessed the “effectiveness” of these campaigns, with a significant reach among the public for which they were intended, as well as a wide diversification of the different media in which they were published. Specifically, Presidency indicates that most campaigns achieved coverage close to or above 90% of their target audience.
Finally, the OJD considers that the campaigns were segmented “appropriately according to the objectives of each department and that the results were consistent with the previously defined objectives, demonstrating an effective coverage strategy, with amounts reflecting good management financial”.
According to the advisor to the Presidency, “the preparation of this report” by an “independent” entity and its provision on the Transparency Portal “will make it possible to consolidate the first place in terms of transparency of institutional advertising which has been awarded to the Junta”. of Castile and Leon Media Observatory in July this year.
