Two important stages in recent Spanish history frame this study: it began with the Spanish Civil War and ended with democracy, living under Francoism and its political and propaganda ideology. We are referring to the period between 1936 and 1984. The fact that the Franco regime had the Press of the Movement at its disposal initially allowed it to develop a propaganda and doctrinal line of information in which advertising had no place. The aim of this work is simply to investigate and analyse the cost that the Press of the Movement had to bear as a result of not being managed with a business vision, especially in the first twenty years. It is important to observe the evolution of advertising in the Cadena from its beginnings, when it was not only disregarded but even criticised for re-establishing space for propaganda, until it became the only apparent source of economic support for the Press of the Movement. Advertising management can be considered one of the most interesting and significant elements in this process, given the different motivations behind it, from the initial lack of commercial structure of the network to the commercial and advertising normalisation of the last years of the Movement Press, as well as throughout the period of the Autonomous Agency ‘State Social Media’ (MCSE). We begin by briefly and concisely defining the historical period in which the network operated. We also analyse the press and printing legislation that affected it. We then move on to the eminently legal part, studying the laws that affected the development of the Movement's press. Other aspects covered include the political and doctrinal issues that affected the network. Last but not least, economic aspects are examined. With the advent of democracy and political parties, new social actors emerged with new interests and approaches to the network, ranging from its abolition to the possibility of preserving the country's largest newspaper group as a public service. We summarise the different positions of the political parties represented in Congress in relation to the MCSE, as well as the actions proposed in this regard by the UCD and PSOE governments. Finally, we examine the process of auctioning off the newspapers, endorsed by Royal Decree 1357/1983 of 25 May, which regulated the sale of all the newspapers that once belonged to what was the largest newspaper group in Europe. We describe the advertising process of the Prensa del Movimiento and set out the Falangist criteria for the press as a journalistic enterprise and the impact of these measures on advertising. We analyse the emergence of the Promotor Central de Publicidad (Central Advertising Promoter) and the impact on the Cadena of the consolidation of multinationals in Spain. We also carry out a detailed analysis of the Commercial Management and the different marketing strategies of the Cadena's newspapers that were implemented until 1977. With the arrival of the MCSE, advertising management was standardised, so we pay special attention to this entire process, including the different steps that an advertisement follows from the arrival of the advertising order to its insertion in the newspapers. We analysed the commercial strategy of this stage and the role that advertising played in its final years. Dos etapas relevantes en la historia reciente española enmarcan este estudio: nació con la Guerra Civil española para finalizar con la democracia, viviendo sujeta al franquismo ya su concepción político-propagandística. Estamos refiriéndonos al período comprendido entre 1936 y 1984. El hecho de contar el Régimen Franquista con la Prensa del Movimiento permitió inicialmente desarrollar una línea informativa propagandística y doctrinal donde no tenía cabida la publicidad. El interés de esta obra no es otro que el de investigar y analizar el costo que la Prensa del Movimiento tuvo que asumir por no estar gestionada con una visión empresarial, sobre todo, en los primeros veinte años. Es importante observar la evolución que tuvo la publicidad en la Cadena desde sus inicios, en los que no sólo era poco considerada, sino incluso criticada por restablecer espacio a la línea propagandística hasta el momento en que llega a convertirse en el único recurso aparente para el sustento económico de la Prensa del Movimiento. Comenzamos delimitando el período histórico en que se desenvuelve la Cadena. Asimismo analizamos la legislación de prensa e impresión que le afecta. Así, nos introducimos en la parte eminentemente jurídica estudiando las leyes que afectarán al desarrollo de la Prensa del Movimiento. Otros de los aspectos tratados son los políticos y doctrinales que afectaban a la Cadena. Y por último, pero no menos importante, se examinan aspectos económicos. Con la llegada de la democracia y de los partidos políticos surgen nuevos actores sociales, con intereses y planteamientos de nuevo cuño hacia la Cadena, que abarcan desde su supresión hasta la posibilidad de conservar el mayor grupo periodístico del país como servicio público. Recogemos las distintas posturas de los partidos políticos con representación en el Congreso en relación con los MCSE, así como las actuaciones planteadas al respecto por los Gobiernos de UCD y del PSOE. Finalmente, se examina el proceso de subastas de los periódicos, refrendado por el Real Decreto 1357/1983 de 25 de mayo, por el que se reglamentaba la enajenación de todos los periódicos de lo que un día fue el mayor grupo periodístico de Europa.