{"id":222698,"date":"2025-06-27T11:24:20","date_gmt":"2025-06-27T09:24:20","guid":{"rendered":"https:\/\/ipmark.com\/?p=222698"},"modified":"2025-06-27T12:34:36","modified_gmt":"2025-06-27T10:34:36","slug":"la-television-en-exclusiva-consigue-mas-cobertura","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=222698","title":{"rendered":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><strong>Durante los meses de marzo y abril, la Televisi\u00f3n aport\u00f3 en exclusiva el 79,1% del total de la cobertura generada por las campa\u00f1as de mayor alcance, 10 puntos m\u00e1s que en el mismo periodo del a\u00f1o anterior.<\/strong>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Son datos del \u00faltimo ranking bimestral de Fluzo, que analiza el rendimiento cross-media de las principales marcas. De acuerdo al mismo informe, los <strong>entornos digitales<\/strong> generaron un <strong>2,7%<\/strong> de cobertura exclusiva, mientras que<strong> el 18,2% restante corresponde a impactos duplicados entre televisi\u00f3n y digital<\/strong>, evidenciando el potencial de una planificaci\u00f3n conjunta entre ambos canales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El an\u00e1lisis de Fluzo tambi\u00e9n muestra que, aunque el aporte exclusivo medio de la Televisi\u00f3n (65,8%) fue ligeramente inferior al del bimestre anterior, el crecimiento interanual es significativo. En concreto, <strong>la Televisi\u00f3n ha aumentado su contribuci\u00f3n exclusiva en 10,4 puntos porcentuales respecto al mismo bimestre de 2024<\/strong>, mientras que <strong>los medios digitales han perdido peso tanto en impacto exclusivo como en duplicidad.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEste ranking demuestra que, incluso en entornos cada vez m\u00e1s fragmentados, la televisi\u00f3n sigue siendo el medio con mayor capacidad para generar cobertura de forma r\u00e1pida y sostenida. Pero tambi\u00e9n deja claro la importancia de una planificaci\u00f3n <\/span><i><span style=\"font-weight: 400;\">cross-media<\/span><\/i><span style=\"font-weight: 400;\"> estrat\u00e9gica; que el 18,2% del total sean impactos duplicados entre TV y digital abre muchas puertas a las marcas para encontrar la eficiencia que puede optimizar su inversi\u00f3n\u201d, destaca <strong>Vicente Garc\u00eda<\/strong>, <\/span><i><span style=\"font-weight: 400;\">lead market<\/span><\/i><span style=\"font-weight: 400;\"> de <strong>Fluzo<\/strong> en Espa\u00f1a.<\/span><\/p>\n<h3><b>Aldi, la marca con mayor alcance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Encabezando el ranking del periodo se sit\u00faa Aldi, con una cobertura total del 99,7%. La campa\u00f1a del distribuidor combin\u00f3 de manera eficaz la potencia de la televisi\u00f3n con el refuerzo digital, alcanzando incluso a perfiles menos expuestos al medio lineal. En el caso de los llamados <\/span><i><span style=\"font-weight: 400;\">Low TV Viewers<\/span><\/i><span style=\"font-weight: 400;\">, Aldi logr\u00f3 un alcance del 69%, donde la televisi\u00f3n contribuy\u00f3 con un 57% en exclusiva, el 10% fue duplicado y el 2,5% restante correspondi\u00f3 a digital puro.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Completan el podio Mutua Madrile\u00f1a, con un 96,11% de cobertura total, y Banco Sabadell, con un 94,9%, este \u00faltimo con un perfil de mix m\u00e1s equilibrado entre Televisi\u00f3n y Digital. McDonald\u2019s (94,6%) y Securitas Direct (91,6%) cierran el Top 5.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los datos provienen de una metodolog\u00eda <\/span><i><span style=\"font-weight: 400;\">single-source<\/span><\/i><span style=\"font-weight: 400;\"> desarrollada por Fluzo, basada en tecnolog\u00eda de reconocimiento autom\u00e1tico de contenido por audio (ACR), integrada en un panel representativo de Netquest. El ranking considera \u00fanicamente aquellas campa\u00f1as que superan un umbral m\u00ednimo de cobertura en televisi\u00f3n lineal y cuentan con una base significativa de impresiones en v\u00eddeo digital.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024. <\/p>\n","protected":false},"author":29,"featured_media":222701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2341,194],"class_list":["post-222698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-publicidad","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.\" \/>\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=222698\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=222698\" \/>\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=\"2025-06-27T09:24:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-27T10:34:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\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=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura\",\"datePublished\":\"2025-06-27T09:24:20+00:00\",\"dateModified\":\"2025-06-27T10:34:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698\"},\"wordCount\":431,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/television-exclusiva-consigue-mas-cobertura.jpg\",\"keywords\":[\"publicidad\",\"televisi\u00f3n\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=222698\",\"name\":\"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/television-exclusiva-consigue-mas-cobertura.jpg\",\"datePublished\":\"2025-06-27T09:24:20+00:00\",\"dateModified\":\"2025-06-27T10:34:36+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=222698\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/television-exclusiva-consigue-mas-cobertura.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/television-exclusiva-consigue-mas-cobertura.jpg\",\"width\":1140,\"height\":635,\"caption\":\"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=222698#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura\"}]},{\"@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":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.","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=222698","og_locale":"es_ES","og_type":"article","og_title":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","og_description":"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.","og_url":"https:\/\/ipmark.com\/?p=222698","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2025-06-27T09:24:20+00:00","article_modified_time":"2025-06-27T10:34:36+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=222698#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=222698"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura","datePublished":"2025-06-27T09:24:20+00:00","dateModified":"2025-06-27T10:34:36+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=222698"},"wordCount":431,"image":{"@id":"https:\/\/ipmark.com\/?p=222698#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg","keywords":["publicidad","televisi\u00f3n"],"articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=222698","url":"https:\/\/ipmark.com\/?p=222698","name":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=222698#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=222698#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg","datePublished":"2025-06-27T09:24:20+00:00","dateModified":"2025-06-27T10:34:36+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"Entre marzo y abril, el medio alcanz\u00f3 a un 79,1% de la poblaci\u00f3n, 10 puntos m\u00e1s que en el mismo periodo de 2024.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=222698#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=222698"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=222698#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/television-exclusiva-consigue-mas-cobertura.jpg","width":1140,"height":635,"caption":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=222698#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"La Televisi\u00f3n en exclusiva consigue m\u00e1s cobertura"}]},{"@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\/222698","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=222698"}],"version-history":[{"count":2,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/222698\/revisions"}],"predecessor-version":[{"id":222746,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/222698\/revisions\/222746"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/222701"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=222698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=222698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=222698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}