A change in advertising has occurred in the Spanish market due to the disappearance of all advertising in accordance with the new Law governing RTVE, Spain’s public channel, as well as the fragmentation of audiences, now that terrestrial digital television is in place with more channels, and the up-rise of 2.0 type platforms.Plus, the current economic crisis situation requires examination of new formulas for connecting with the target: branded content as a new way of creating engagement with the target, through entertainment.

Legal limits exist in television. TVE cannot allow advertising due to Act 7/2010, the General Audiovisual Communication Law. On other television chains, audiovisual content is allowed, but at the cost of advertising space. The Internet is the main channel for generating, exploiting and disseminating Branded Content.Most notable is the brand integration in movies, in terms of existing scripts and the production of original scripts for the brand: through the script and in context. It is a new channel, though a high-cost one.

The public has been impacted by the series, favourably rating it and leaving positive comments on social networks. #quieresalgomas was a Trending Topic for 16 hours and only 5% of tweets were negative of more than 14,000.

Examples:•"I love it. Two chapters and I’m hooked, but they could last at least 20 minutes" - (jecyjecy) •"Loved it. More episodes when?" - (DAIRXOXO) •"It’s great. Wish there were more series like this" - (LucasMFarrapeira) •"Wonderful, since I saw El sótano [on Antena 3] one night I thought, 'I’ll watch the whole thing', and I loved it. Keep up the good work" - (Raphasasuke)

TV: Average share of 4.1 for 'La escalera del sótano' on Neox Channel.YouTube: 120,000 viewings in just 3 months.Microsite: Nearly 60,000 website hits, with more than 30,000 unique visitors and 30,000 clicks on the different sections.Notoriety:•Trending Topic on the day of the premiere for 16 hours•More than 14,000 mentions of the series on Twitter •More than 250 publications on relevant websites and blogs, in the press and on Facebook pages•Outreach to 400,000 people on FacebookReputation:Verified tools such as Radian6 demonstrate that the ratings for reputation, plot and quality of the web series are much more positive compared with other equally successful formats.

Only 5% of the tweets we received were negative, having been shown online for 3 months.