{"id":207433,"date":"2024-10-31T11:59:25","date_gmt":"2024-10-31T10:59:25","guid":{"rendered":"https:\/\/ipmark.com\/?p=207433"},"modified":"2024-10-31T11:59:25","modified_gmt":"2024-10-31T10:59:25","slug":"el-cine-lograria-un-90-2-de-atencion-activa-en-espectadores-frente-al-58-de-la-tv","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=207433","title":{"rendered":"El cine lograr\u00eda un 90.2% de atenci\u00f3n activa en espectadores frente al 58% de la TV"},"content":{"rendered":"<p>El estudio utiliz\u00f3 <strong>la herramienta de medici\u00f3n de atenci\u00f3n Kop\u00e9rnica, que combina inteligencia artificial con t\u00e9cnicas de seguimiento ocular y codificaci\u00f3n facial<\/strong>, lo que permiti\u00f3 obtener resultados precisos en un entorno comparativo tanto en salas de cine como en hogares.<\/p>\n<ul style=\"list-style-type: square;\">\n<li>\n<h3>Resultados clave del estudio<\/h3>\n<\/li>\n<\/ul>\n<p>Los resultados del an\u00e1lisis destacan varias m\u00e9tricas que subrayan la efectividad del cine como medio publicitario:<\/p>\n<ul style=\"list-style-type: circle;\">\n<li>Presencia media del individuo durante la publicidad: Cine 100% vs. TV 73%.<\/li>\n<li>Visualizaci\u00f3n real o atenci\u00f3n activa: Cine 90,2% vs. TV 58%.<\/li>\n<li>Calidad de la atenci\u00f3n (Focus): Cine 59,4% vs. TV 11,1%.<\/li>\n<li>Atenci\u00f3n cognitiva (engagement e Inter\u00e9s): Cine 64,8% vs. TV 10,2%.<\/li>\n<li>Factores que aumentan la efectividad del cine<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-207436\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-1024x576.jpg\" alt=\"\" width=\"800\" height=\"450\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-1024x576.jpg 1024w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-300x169.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-768x432.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-100x56.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-1129x635.jpg 1129w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-24x13.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-36x20.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-48x27.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv-600x337.jpg 600w, https:\/\/ipmark.com\/wp-content\/uploads\/atencion-en-cine-vs-tv.jpg 1140w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Las razones detr\u00e1s del alto nivel de atenci\u00f3n en el cine se deben a varios factores:<\/p>\n<ul style=\"list-style-type: circle;\">\n<li>Pantallas Gigantes: La inmersi\u00f3n visual en un cine es incomparable.<\/li>\n<li>Entorno Libre de Distracciones: Las salas de cine ofrecen una experiencia sin interrupciones, una diferencia del hogar.<\/li>\n<li>Compromiso del Espectador: Los asistentes est\u00e1n mentalmente comprometidos, predispuestos a prestar atenci\u00f3n.<\/li>\n<\/ul>\n<h3>CScope: una nueva herramienta para la medici\u00f3n de cobertura<\/h3>\n<p>Como parte de este estudio, 014 y Annalect han lanzado <strong>CScope , una herramienta que mide las coberturas conjuntas de TV y cine<\/strong>. Esta herramienta muestra que <strong>al incluir cine en una campa\u00f1a publicitaria dirigida a un p\u00fablico amplio, la cobertura total puede incrementarse hasta un 4.1% sin aumentar la inversi\u00f3n total<\/strong>. Para los <em><span style=\"font-weight: 400;\">light TV viewers<\/span><\/em> , la inclusi\u00f3n del cine puede aumentar la cobertura en cinco puntos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-207437\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-1024x576.jpg\" alt=\"\" width=\"800\" height=\"450\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-1024x576.jpg 1024w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-300x169.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-768x432.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-100x56.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-1129x635.jpg 1129w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-24x13.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-36x20.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-48x27.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv-600x337.jpg 600w, https:\/\/ipmark.com\/wp-content\/uploads\/reach-y-attentive-reach-cine-vs-tv.jpg 1140w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>Nueva m\u00e9trica de Cobertura Atenta<\/h3>\n<p>El estudio tambi\u00e9n ha introducido la m\u00e9trica de Cobertura Atenta , que refleja la atenci\u00f3n real de los espectadores durante la publicidad. Con esta m\u00e9trica, se ha demostrado que el cine contribuye significativamente al alcance atencional en campa\u00f1as publicitarias.<\/p>\n<p>El an\u00e1lisis concluye que <strong>el cine no solo mejora la cobertura publicitaria, sino que tambi\u00e9n incrementa la atenci\u00f3n y el engagement del p\u00fablico<\/strong>. En un entorno publicitario cada vez m\u00e1s saturado, \u00abel cine se establece como la plataforma ideal para captar y mantener la atenci\u00f3n del consumidor\u00bb.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un estudio reciente de 014 y Annalect, realizado en colaboraci\u00f3n con Neurol\u00f3gyca, ha revelado que la publicidad en cine captura la atenci\u00f3n del espectador de manera significativamente m\u00e1s efectiva que la televisi\u00f3n. Los datos obtenidos indican que el cine logra un 90,2% de atenci\u00f3n activa, en contraste con el 58% registrado para la televisi\u00f3n.<\/p>\n","protected":false},"author":14,"featured_media":207435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[112,6072],"class_list":["post-207433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-cine","tag-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El cine lograr\u00eda un 90.2% de atenci\u00f3n activa en espectadores frente al 58% de la TV - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\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=207433\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El cine lograr\u00eda un 90.2% de atenci\u00f3n activa en espectadores frente al 58% de la TV - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Un estudio reciente de 014 y Annalect, realizado en colaboraci\u00f3n con Neurol\u00f3gyca, ha revelado que la publicidad en cine captura la atenci\u00f3n del espectador de manera significativamente m\u00e1s efectiva que la televisi\u00f3n. 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