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NEUROMARKETING APPLIED TO THE HOMEPAGES OF SPANISH PUBLIC TELEVISION STREAMING PLATFORMS

Abstract:

This study examines streaming platforms as a contemporary television format, focusing specifically on Spanish public television services such as RTVE Play and those operated by FORTA. The analysis employs a proprietary matrix, previously developed and adapted by the authors. The main objectives are to explore the current state of public television in Spain, analyse the homepages of public television streaming platforms, and identify the neuromarketing strategies most frequently employed to encourage user engagement.