{"id":241338,"date":"2026-05-28T13:38:50","date_gmt":"2026-05-28T11:38:50","guid":{"rendered":"https:\/\/ipmark.com\/?p=241338"},"modified":"2026-05-28T16:53:53","modified_gmt":"2026-05-28T14:53:53","slug":"la-publicidad-espanola-supera-la-media-global-en-sostenibilidad-publicitaria","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=241338","title":{"rendered":"La publicidad espa\u00f1ola supera la media global en sostenibilidad publicitaria"},"content":{"rendered":"<p><strong>En el primer trimestre del a\u00f1o, un 8% de los anuncios analizados en Espa\u00f1a han incluido comportamientos sostenibles, un porcentaje superior a la media global, emplazada en el 4,5%, lo que sit\u00faa a nuestro pa\u00eds en la s\u00e9ptima posici\u00f3n de un ranking liderado por B\u00e9lgica y Noruega, con un 13%.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los datos recogidos en la \u00faltima edici\u00f3n del Tracking de comportamientos sostenibles en publicidad correspondiente al primer trimestre de 2026 realizado por Kantar en colaboraci\u00f3n con Ad Net Zero, frente a los datos globales, el mercado espa\u00f1ol ha mostrado una especial fortaleza en la categor\u00eda de Transporte, con un 6% frente al 2,4%; y en Compras y productos, con un 3% frente al 1,1%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLos resultados demuestran que Espa\u00f1a se sit\u00faa entre los mercados m\u00e1s avanzados en la integraci\u00f3n de comportamientos sostenibles en la publicidad, superando ampliamente la media global\u201d, ha se\u00f1alado <strong>Carmen Dato<\/strong>, directora de reputaci\u00f3n corporativa y sostenibilidad en<strong> Kantar Espa\u00f1a<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A nivel global, <strong>Automoci\u00f3n es la categor\u00eda que re\u00fane el mayor n\u00famero de anuncios con comportamientos sostenibles: un 31%.<\/strong> Le siguen Ocio, con un 13%, y Diet\u00e9tica, con un 11%. Cuidado personal, Alimentaci\u00f3n para beb\u00e9s, Salsas y condimentos y Moda son, en el lado opuesto, las categor\u00edas con los anuncios que menos muestran estas actitudes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por medios,<strong> Televisi\u00f3n<\/strong> contin\u00faa siendo <strong>el entorno donde con m\u00e1s frecuencia aparecen anuncios con comportamientos sostenibles, un 5,1%<\/strong>. Le siguen los formatos digitales, con un 3,1%, y medios impresos y Exterior, con un 2,4%.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">M\u00e1s eficacia publicitaria<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La incorporaci\u00f3n de estas actitudes a las comunicaciones comerciales ayuda a elevar varios indicadores de eficacia publicitaria. Seg\u00fan lo analizado por Kantar, este tipo de anuncios<strong> logra 8 puntos m\u00e1s de impacto creativo y 7 puntos m\u00e1s de engagement emocional.<\/strong> Adem\u00e1s, fortalece la construcci\u00f3n de marca al elevar un punto el brand equity y dos puntos la probabilidad de ventas a corto plazo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y <strong>cuando esta creatividad combina comportamientos sostenibles con un mensaje medioambiental expl\u00edcito, los anuncios alcanzan 23 puntos m\u00e1s de diferenciaci\u00f3n<\/strong>, 18 puntos m\u00e1s en engagement emocional y 16 puntos m\u00e1s en brand equity frente a los anuncios que no incluyen ninguno de estos elementos.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un 8% de los anuncios emitidos en el primer trimestre han incluido comportamientos sostenibles frente al 4,5% global. <\/p>\n","protected":false},"author":29,"featured_media":241343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[34,6067],"class_list":["post-241338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-medios-2","tag-sostenibilidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La publicidad espa\u00f1ola supera la media global en sostenibilidad publicitaria<\/title>\n<meta name=\"description\" content=\"Un 8% de los anuncios emitidos en el primer trimestre han incluido comportamientos sostenibles frente al 4,5% global.\" \/>\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=241338\" 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