{"id":77810,"date":"2019-02-19T12:11:16","date_gmt":"2019-02-19T10:11:16","guid":{"rendered":"https:\/\/ipmark.com\/?p=77810"},"modified":"2019-02-19T12:11:16","modified_gmt":"2019-02-19T10:11:16","slug":"inversion-publicitaria-crecimiento-2019","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=77810","title":{"rendered":"La inversi\u00f3n publicitaria crecer\u00e1 un 0,7% en 2019"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77811\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/evolucion-inversion-publicitaria-2019-IOPE.jpg\" alt=\"evolucion-inversion-publicitaria-2019-IOPE\" width=\"690\" height=\"405\" \/>Siempre que se mantengan las estimaciones econ\u00f3micas actuales, el Informe i2p, elaborado por Media Hotline y <a href=\"http:\/\/www.arcemedia.es\/\">Arce Media<\/a>, cifra en un 0,7% el <a href=\"https:\/\/ipmark.com\/expectativas-2019-nuevo-ano-incertidumbre\/\">crecimiento de la inversi\u00f3n publicitaria para este a\u00f1o<\/a>. \u00a0En cifras absolutas estar\u00edamos hablando de 4.590 millones de euros.<\/strong><\/p>\n<p>De acuerdo con los datos del estudio, presentado en el madrile\u00f1o C\u00edrculo de Bellas Artes el 19 de febrero, \u00a0la\u00a0marcha\u00a0de los ingresos publicitarios de los medios fue positiva durante el a\u00f1o pasado, en el que crecieron un\u00a0 1,3% respecto a 2017.<\/p>\n<p>Durante el a\u00f1o 2018 la inversi\u00f3n publicitaria creci\u00f3 en dos de los cuatro trimestres siendo su evoluci\u00f3n: un -0,7%, un 2,8%, un 0,0% y un 2,5% respectivamente. El mayor crecimiento por lo tanto, se\u00a0concentr\u00f3 durante el segundo y cuarto trimestre del a\u00f1o.<\/p>\n<p>Como sucediera en 2017, el crecimiento de la inversi\u00f3n publicitaria fue inferior a la del consumo (+2,4%).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77814\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/inversion-publicitaria-total-mercado-2019.jpg\" alt=\"inversion-publicitaria-total-mercado-2019\" width=\"690\" height=\"316\" \/><\/p>\n<p><strong>Inversi\u00f3n por medios \u00a0y sectores<\/strong><\/p>\n<p>La participaci\u00f3n de los <strong>medios tradicionales en el pastel publicitario<\/strong> durante el a\u00f1o pasado fue del 78,7%, mientras que los <strong>medios digitales<\/strong> recibieron el 21,3%.<\/p>\n<p>Redes sociales ( 15,9%), los Otros Medios Nativos Digitales (9,5%), Cine (7,9%), Radio (3,7%), Exterior \u00a0(2,2%) y Prensa ( 1,0%) \u00a0fueron los soportes que tuvieron un buen comportamiento en 2018,\u00a0 mientras que, por el contrario, Dominicales,\u00a0 Revistas y Televisi\u00f3n, \u00a0vieron caer sus ingresos publicitarios en\u00a0 un 11,5%, 6,6%, y 0,6% respectivamente.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77812\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/evolucion-inversion-publicitaria-2019-por-medios.jpg\" alt=\"evolucion-inversion-publicitaria-2019-por-medios\" width=\"690\" height=\"274\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-77813\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/inversion-publicitaria-sectores-2018-IOPE.jpg\" alt=\"inversion-publicitaria-sectores-2018-IOPE\" width=\"690\" height=\"370\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>A pesar de perder cuota de inversi\u00f3n, la televisi\u00f3n continu\u00f3 concentrando la mayor cuota de mercado, concretamente un 47,6%. Le siguieron Prensa (17,7%), \u00a0Radio (9,6%) y Exterior (8,3%).<\/p>\n<p>De cara a 2019, el informe i2p estima un crecimiento para los medios digitales del 14,0%, y un decrecimiento del 2,9% para los tradicionales.<\/p>\n<p>Por sectores, los que m\u00e1s incrementaron su inversi\u00f3n publicitaria en medios fueron los de <strong>Viajes y Turismo (+18,5%), y Hogar (12,3%) y\u00a0 Decoraci\u00f3n (10,9%)<\/strong> mientras\u00a0\u00a0 que,\u00a0 Medios\u00a0\u00a0 de\u00a0 comunicaci\u00f3n (-23,1%),\u00a0\u00a0 Inform\u00e1tica y telecomunicaciones (-7,4%) y Limpieza (-7,3%) fueron los que\u00a0 m\u00e1s redujeron sus presupuestos publicitarios.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Siempre que se mantengan las estimaciones econ\u00f3micas actuales, el Informe i2p, elaborado por Media Hotline y Arce Media, cifra en<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-77810","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n publicitaria crecer\u00e1 un 0,7% este a\u00f1o-IPMARK<\/title>\n<meta name=\"description\" content=\"El informe i2p de Media Hotline y Arce Media hace una previsi\u00f3n de moderado crecimiento para la inversi\u00f3n publicitaria este a\u00f1o.\" \/>\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=77810\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" 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