The focus has been on what the team seems to be most concerned about. Francesc Vallès at the State Secretariat for Communication: institutional advertising and dissemination criteria. In this way, it favors those who are like-minded and eliminates those who criticize government management.
A situation which has set off alarm bells among advertising agencies. According to Dircomfidencial, the sector denounces the “tendency to prioritize certain media, which affects certain media» by generating an imbalance in the distribution of campaigns.
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Some interference coming from the institutional advertising department, whose head is Jose Manuel Nevado. How? According to the complaint from the aforementioned media, “modify the investment quotas in certain tips and supports, or even eliminate their presence without any objective justification“.
To modify media plans and “prioritize media in its orbit,” Moncloa uses “unusual measures» in advertising planning as “bounce rate or organic traffic”. What is not provided for in the specifications of the framework agreement signed with a pool of agencies at the end of 2023 and whose duration is two years.
In fact, and as this newspaper has learned, in recent months The Nevado team explained the new parameters to those responsible for institutional advertising of the ministries which can be applied when attributing campaigns. The objective is to “optimize” the arrival of institutional advertising among interest groups.
Dircomfidencial also explains that another formula to benefit the affected media and “cancel” criticism involves “audience segmentation“. In other cases, he says: “Agencies are informed of specific means and support» which must appear in each campaign.
So, “the media engage in advertising planning that, under normal conditions, would never do», Affirms the aforementioned media. In fact, agencies complain that media that “does not have political influence,” such as outdoor advertising, are also penalized.
The criteria for distribution of Institutional advertising is the “key to the safe” of the changes that the government wants to undertake to “put an end to hoaxes, misinformation and pseudomedia”.
Another concern of the agencies lies in the “leaks of confidential information on allocated investments”, which “reduces the ability to negotiate” with the media.
With these leaks, the Moncloa team neutralizes the price reductions that the agencies negotiate with the media. In this way, the objective is that if the planned investment for a certain header is 50,000 euros, it reaches 50,000 euros and there is no possibility of discounts or bonuses for the advertising agency .
All these interferences and the application of new criteria in distribution have considerably delayed the execution of the 2024 Institutional Advertising Plan.
Although there are no official figures, this newspaper has verified with government sources that This year it will not be possible to reach 100%. In fact, the objective would be distribute around 40% or 50% maximum before the end of the year.
In fact, EL ESPAÑOL tried to know the execution of institutional advertising as of June 30 through the Transparency portal without having obtained a response from all the ministries. Only some provided data. None of them include the distribution of the media and the amount allocated by the Secretary of State for Communication.
For 2024, the Government plans to invest 138.2 million euros in institutional advertising.
Since his arrival at Moncloa, Pedro Sánchez has allocated 309 million euros to institutional campaigns between 2019 and 2023. This is double what Rajoy spent during his six years in government.
Furthermore, this implies that Sánchez spent on average 61.9 million per year, 34 million more than the last PP government.
