{"id":100432,"date":"2020-07-28T12:59:05","date_gmt":"2020-07-28T11:59:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=100432"},"modified":"2020-08-03T20:18:44","modified_gmt":"2020-08-03T19:18:44","slug":"eduardo-madinaveitia-volver-al-2007","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=100432","title":{"rendered":"Desde mi atalaya: Volver al 2007"},"content":{"rendered":"
\"Eduardo
Eduardo Madinaveitia<\/figcaption><\/figure>\n

Volver a los diecisiete, despu\u00e9s de vivir un siglo\u2026cantaba Violeta Parra en mi juventud. <\/span>Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.<\/span><\/p>\n

En 2007 la inversi\u00f3n publicitaria alcanz\u00f3 su m\u00e1ximo hist\u00f3rico. En Medios Convencionales se qued\u00f3 muy cerca de los ocho mil millones de euros (7.983,6); tambi\u00e9n fue m\u00e1xima la participaci\u00f3n de estos medios en la inversi\u00f3n total en medios (un 49,6% seg\u00fan datos de Infoadex). S\u00f3lo un \u00faltimo trimestre algo m\u00e1s flojo que el resto del a\u00f1o impidi\u00f3 que el crecimiento se mantuviera en los m\u00edticos dos d\u00edgitos.<\/span><\/p>\n

En aquel momento la Televisi\u00f3n supon\u00eda un 43,4% de esos casi ocho mil millones; los medios Gr\u00e1ficos representaban un 34,4% e Internet, que ya crec\u00eda con fuerza, supon\u00eda s\u00f3lo un 6,0%.<\/span><\/p>\n

La crisis de las \u201csubprime\u201d, con la quiebra de Lehman Brothers, extendi\u00f3 por todo el mundo profundos problemas econ\u00f3micos. En el mercado publicitario espa\u00f1ol las inversiones cayeron con fuerza en 2008, 2009 (especialmente), 2011 y 2012, hasta quedarse en poco m\u00e1s del 50% de la cifra alcanzada en 2007.<\/span><\/p>\n

Entre 2013 y 2018 la inversi\u00f3n crece cada a\u00f1o, hasta volver a caer, ligeramente, en 2019. Los seis a\u00f1os de crecimiento no compensan ni de lejos, las ca\u00eddas de los a\u00f1os malos.\u00a0<\/span><\/p>\n

La inversi\u00f3n en 2019 (5.951,8 millones) supone a\u00fan menos del 75% de la cifra de 2007. Mientras tanto, la composici\u00f3n de esa inversi\u00f3n ha cambiado radicalmente: Digital supone ya un 38,6%; Televisi\u00f3n ha ca\u00eddo casi diez puntos y se queda en un 33,7%. Pero son los medios Gr\u00e1ficos los grandes perdedores: su participaci\u00f3n se ha reducido a poco m\u00e1s de la tercera parte y es ahora un 11,9%. Los medios que ahora Infoadex llama \u201cControlados\u201d suponen s\u00f3lo un 45,3% del total.<\/span><\/p>\n

Digital ha ganado la batalla, sin duda, pero por el camino, en mi opini\u00f3n, la publicidad ha perdido la guerra.<\/span><\/p>\n

La actual crisis sanitaria, y sus consecuencias econ\u00f3micas, van a reducir a\u00fan m\u00e1s la cifra total de inversiones; para este a\u00f1o se espera una ca\u00edda del orden del 10%, que no afectar\u00e1 a todos los medios por igual.<\/span><\/p>\n

De nuevo Digital va a salir ganando en esta batalla, pero \u00bfa qu\u00e9 precio? Los costes de la publicidad digital han ca\u00eddo con fuerza durante la crisis sanitaria; eso llevar\u00e1 a una saturaci\u00f3n mayor a\u00fan y a un mayor desprestigio social de la publicidad.<\/span><\/p>\n

De nuevo la publicidad pierde la guerra.<\/span><\/p>\n

Algo hemos hecho mal como profesi\u00f3n cuando cada vez hay menos dinero para pagar nuestro trabajo.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Un art\u00edculo de opini\u00f3n de Eduardo Madinaveitia,<\/p>\n","protected":false},"author":29,"featured_media":100439,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-100432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"acf":[],"yoast_head":"\nEduardo Madinaveitia: Volver al 2007<\/title>\n<meta name=\"description\" content=\"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=100432\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eduardo Madinaveitia: Volver al 2007\" \/>\n<meta property=\"og:description\" content=\"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=100432\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-28T11:59:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-03T19:18:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Desde mi atalaya: Volver al 2007\",\"datePublished\":\"2020-07-28T11:59:05+00:00\",\"dateModified\":\"2020-08-03T19:18:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432\"},\"wordCount\":455,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Kiosko-G\u00e9nova.jpg\",\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=100432\",\"name\":\"Eduardo Madinaveitia: Volver al 2007\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Kiosko-G\u00e9nova.jpg\",\"datePublished\":\"2020-07-28T11:59:05+00:00\",\"dateModified\":\"2020-08-03T19:18:44+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=100432\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Kiosko-G\u00e9nova.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Kiosko-G\u00e9nova.jpg\",\"width\":640,\"height\":480},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=100432#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Desde mi atalaya: Volver al 2007\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Eduardo Madinaveitia: Volver al 2007","description":"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=100432","og_locale":"es_ES","og_type":"article","og_title":"Eduardo Madinaveitia: Volver al 2007","og_description":"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.","og_url":"https:\/\/ipmark.com\/?p=100432","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2020-07-28T11:59:05+00:00","article_modified_time":"2020-08-03T19:18:44+00:00","og_image":[{"width":640,"height":480,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=100432#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=100432"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"Desde mi atalaya: Volver al 2007","datePublished":"2020-07-28T11:59:05+00:00","dateModified":"2020-08-03T19:18:44+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=100432"},"wordCount":455,"image":{"@id":"https:\/\/ipmark.com\/?p=100432#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg","articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=100432","url":"https:\/\/ipmark.com\/?p=100432","name":"Eduardo Madinaveitia: Volver al 2007","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=100432#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=100432#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg","datePublished":"2020-07-28T11:59:05+00:00","dateModified":"2020-08-03T19:18:44+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"Volver a los diecisiete, despu\u00e9s de vivir un siglo, cantaba Violeta Parra en mi juventud. Para el mercado publicitario hoy habr\u00eda que pedir \u201cVolver al 2007, despu\u00e9s de vivir dos crisis\u201d.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=100432#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=100432"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=100432#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Kiosko-G\u00e9nova.jpg","width":640,"height":480},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=100432#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Desde mi atalaya: Volver al 2007"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/100432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=100432"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/100432\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/100439"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=100432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=100432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=100432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}