{"id":220847,"date":"2025-05-29T12:26:24","date_gmt":"2025-05-29T10:26:24","guid":{"rendered":"https:\/\/ipmark.com\/?p=220847"},"modified":"2025-05-29T12:26:24","modified_gmt":"2025-05-29T10:26:24","slug":"la-atencion-ya-no-es-suficiente-el-reto-esta-en-convertirla-en-intencion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=220847","title":{"rendered":"La atenci\u00f3n ya no es suficiente: el reto est\u00e1 en convertirla en intenci\u00f3n"},"content":{"rendered":"<p data-start=\"215\" data-end=\"641\"><strong>El v\u00eddeo sigue siendo el rey en el ecosistema medi\u00e1tico espa\u00f1ol. Seg\u00fan el informe <em data-start=\"297\" data-end=\"323\">Inside Video Espa\u00f1a 2025<\/em> de Kantar Media, este formato llega al 99,7% de la poblaci\u00f3n, con un consumo medio diario de tres horas y 15 minutos por persona. De ese total, dos horas y media corresponden a televisi\u00f3n lineal y algo m\u00e1s de media hora a plataformas de streaming, lo que subraya la necesidad de analizar ambos formatos de forma integrada.<\/strong><\/p>\n<p data-start=\"215\" data-end=\"641\">Con datos de cross-platform view, el informe de Kantar Media se centra en la TV\/CTV, que se mantiene como el dispositivo donde se realiza la mayor parte del consumo. El informe se\u00f1ala tambi\u00e9n que <strong>el 36% de los j\u00f3venes de entre 15 y 34 a\u00f1os accede a sitios de v\u00eddeo m\u00e1s de cinco veces al d\u00eda, y que un 38% lo hace para ver series<\/strong>, confirmando la evoluci\u00f3n hacia un consumo digital, multiplataforma y altamente fragmentado.<\/p>\n<p data-start=\"643\" data-end=\"960\">El estudio pone de manifiesto que no basta con contar impactos. \u201cNuestra medici\u00f3n es la referencia en Espa\u00f1a porque no se limita a contar impactos; va m\u00e1s all\u00e1, al capturar las elecciones, rutinas y preferencias de individuos y hogares reales\u201d, afirma Mariayun Mart\u00edn de los R\u00edos, directora comercial de Kantar Media.<\/p>\n<p data-start=\"1219\" data-end=\"1609\"><strong>Kantar Media defiende un modelo de medici\u00f3n basado en personas<\/strong>, adaptado a las caracter\u00edsticas del mercado espa\u00f1ol. Comprender estos patrones resulta esencial para construir mensajes que no solo impacten, sino que generen v\u00ednculos reales con la audiencia. La atenci\u00f3n ya no es suficiente: el reto est\u00e1 en convertirla en intenci\u00f3n \u2014de b\u00fasqueda, de interacci\u00f3n o de compra\u2014.<\/p>\n<h2 data-start=\"1219\" data-end=\"1609\"><strong>Tendencias para 2025<\/strong><\/h2>\n<p data-start=\"1611\" data-end=\"1897\">Entre las tendencias clave para este a\u00f1o, el informe destaca la\u00a0<strong>capacidad de la televisi\u00f3n para reunir grandes audiencias en momentos clave,<\/strong> el efecto amplificador del v\u00eddeo que se multiplica en redes y otros entornos, la relevancia de la conexi\u00f3n emocional para las marcas y la creciente necesidad de una planificaci\u00f3n transversal que priorice llegar a la audiencia adecuada, en el momento y canal correctos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan el informe Inside Video Espa\u00f1a 2025 de Kantar Media, la  TV\/CTV se mantienen como el dispositivo donde se realiza la mayor parte del consumo.<\/p>\n","protected":false},"author":30,"featured_media":220849,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[6506,34,194],"class_list":["post-220847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-medicion","tag-medios-2","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La atenci\u00f3n ya no es suficiente: el reto est\u00e1 en convertirla en intenci\u00f3n<\/title>\n<meta name=\"description\" content=\"Seg\u00fan el informe Inside Video Espa\u00f1a 2025 de Kantar Media, la TV\/CTV se mantienen como el dispositivo donde se realiza la mayor parte del consumo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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