{"id":230658,"date":"2025-11-21T11:16:25","date_gmt":"2025-11-21T10:16:25","guid":{"rendered":"https:\/\/ipmark.com\/?p=230658"},"modified":"2025-11-21T14:12:29","modified_gmt":"2025-11-21T13:12:29","slug":"netflix-metrica-publicitaria-mav-co-viewing","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=230658","title":{"rendered":"Netflix estrena m\u00e9trica publicitaria que incluye co-viewing"},"content":{"rendered":"<p><strong>Netflix ha actualizado su sistema de medici\u00f3n publicitaria para obtener una visi\u00f3n m\u00e1s real del consumo de anuncios en la plataforma. La compa\u00f1\u00eda introduce Monthly Active Viewers (MAV), un nuevo indicador que contabiliza a todas las personas que han visto al menos un minuto de publicidad en un mes, independientemente del tipo de cuenta desde la que accedan.<\/strong><\/p>\n<p>La nueva m\u00e9trica sustituye al anterior indicador <strong>Monthly Active Users (MAU),<\/strong> que \u00fanicamente contabilizaba a los perfiles activos dentro del plan con publicidad. Seg\u00fan la compa\u00f1\u00eda, esta nueva m\u00e9trica<strong> eleva su audiencia con publicidad a 190 millones de espectadores mensuales<\/strong>, frente a los 94 millones de MAU reportados anteriormente.<\/p>\n<p>A diferencia de MAU \u2014que \u00fanicamente contabilizaba a los perfiles activos dentro del plan con anuncios\u2014, el nuevo MAV incluye a todas las personas que hayan visto al menos un minuto de publicidad en Netflix en un mes. Adem\u00e1s, el c\u00e1lculo incorpora<strong> un multiplicador de <em>co-viewing<\/em> estimado<\/strong> por la plataforma a partir de datos propios, con el fin de reflejar el n\u00famero medio de espectadores por hogar.<\/p>\n<p>\u201cQuer\u00edamos una m\u00e9trica m\u00e1s clara y representativa que capturara la experiencia de visionado compartido y nos permitiera mostrar a las marcas el alcance real de su inversi\u00f3n\u201d, explic\u00f3 Mitzi Reaugh, vicepresidenta de estrategia financiera en Netflix.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El nuevo indicador, Monthly Active Viewers (MAV), sustituye a los Monthly Active Users (MAU) y ampl\u00eda el alcance publicitario al incorporar el co-viewing y a usuarios que consumen contenido con anuncios sin pertenecer al plan con publicidad.<\/p>\n","protected":false},"author":30,"featured_media":202138,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[6506,34,2341,194],"class_list":["post-230658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-medicion","tag-medios-2","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>Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar<\/title>\n<meta name=\"description\" content=\"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.\" \/>\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=230658\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar\" \/>\n<meta property=\"og:description\" content=\"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=230658\" \/>\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=\"2025-11-21T10:16:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-21T13:12:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.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=\"Roc\u00edo Calder\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=\"Roc\u00edo Calder\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=230658#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658\"},\"author\":{\"name\":\"Roc\u00edo Calder\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"headline\":\"Netflix estrena m\u00e9trica publicitaria que incluye co-viewing\",\"datePublished\":\"2025-11-21T10:16:25+00:00\",\"dateModified\":\"2025-11-21T13:12:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658\"},\"wordCount\":231,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Netflix-3.jpg\",\"keywords\":[\"medici\u00f3n\",\"medios\",\"publicidad\",\"televisi\u00f3n\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=230658\",\"name\":\"Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Netflix-3.jpg\",\"datePublished\":\"2025-11-21T10:16:25+00:00\",\"dateModified\":\"2025-11-21T13:12:29+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"description\":\"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=230658\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Netflix-3.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Netflix-3.jpg\",\"width\":1140,\"height\":635,\"caption\":\"Netlix mantiene su liderazgo en el universo de las OTT's\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=230658#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Netflix estrena m\u00e9trica publicitaria que incluye co-viewing\"}]},{\"@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\\\/0cd80129b6d6c318e9e1c6188e323a60\",\"name\":\"Roc\u00edo Calder\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"caption\":\"Roc\u00edo Calder\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=30\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar","description":"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.","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=230658","og_locale":"es_ES","og_type":"article","og_title":"Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar","og_description":"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.","og_url":"https:\/\/ipmark.com\/?p=230658","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2025-11-21T10:16:25+00:00","article_modified_time":"2025-11-21T13:12:29+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.jpg","type":"image\/jpeg"}],"author":"Roc\u00edo Calder\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Roc\u00edo Calder\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=230658#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=230658"},"author":{"name":"Roc\u00edo Calder\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"headline":"Netflix estrena m\u00e9trica publicitaria que incluye co-viewing","datePublished":"2025-11-21T10:16:25+00:00","dateModified":"2025-11-21T13:12:29+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=230658"},"wordCount":231,"image":{"@id":"https:\/\/ipmark.com\/?p=230658#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.jpg","keywords":["medici\u00f3n","medios","publicidad","televisi\u00f3n"],"articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=230658","url":"https:\/\/ipmark.com\/?p=230658","name":"Netflix estrena m\u00e9trica publicitaria que suma a todos los espectadores del hogar","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=230658#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=230658#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.jpg","datePublished":"2025-11-21T10:16:25+00:00","dateModified":"2025-11-21T13:12:29+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"description":"Netflix introduce MAV, una nueva m\u00e9trica publicitaria que sustituye a MAU y eleva su alcance a 190 millones de espectadores mensuales.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=230658#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=230658"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=230658#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Netflix-3.jpg","width":1140,"height":635,"caption":"Netlix mantiene su liderazgo en el universo de las OTT's"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=230658#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Netflix estrena m\u00e9trica publicitaria que incluye co-viewing"}]},{"@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\/0cd80129b6d6c318e9e1c6188e323a60","name":"Roc\u00edo Calder\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","caption":"Roc\u00edo Calder\u00f3n"},"url":"https:\/\/ipmark.com\/?author=30"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/230658","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\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=230658"}],"version-history":[{"count":7,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/230658\/revisions"}],"predecessor-version":[{"id":230709,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/230658\/revisions\/230709"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/202138"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=230658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=230658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=230658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}