{"id":78174,"date":"2019-02-28T18:41:38","date_gmt":"2019-02-28T16:41:38","guid":{"rendered":"https:\/\/ipmark.com\/?p=78174"},"modified":"2019-02-28T18:41:38","modified_gmt":"2019-02-28T16:41:38","slug":"inversion-publicitaria-en-cataluna","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78174","title":{"rendered":"Los anunciantes catalanes recortaron su inversi\u00f3n publicitaria en 2018"},"content":{"rendered":"<figure id=\"attachment_78179\" aria-describedby=\"caption-attachment-78179\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-78179 size-full\" title=\"La inversi\u00f3n publicitaria realizada por anunciantes catalanes fue un 1,7% menor que en 2017\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/inversion-publicitaria-en-cataluna.jpg\" alt=\"anuncio-exterior-en-barcelona\" width=\"690\" height=\"437\" \/><figcaption id=\"caption-attachment-78179\" class=\"wp-caption-text\">La inversi\u00f3n publicitaria realizada por anunciantes catalanes fue un 1,7% menor que en 2017<\/figcaption><\/figure>\n<p><strong>En 2018 la inversi\u00f3n publicitaria en Catalu\u00f1a alcanz\u00f3 los 1.017,5 millones de euros, un 1,7% menos que lo invertido en el a\u00f1o anterior, cuando la cifra se situ\u00f3 en los 1.041,2 millones de euros, seg\u00fan datos de la Associaci\u00f3 Empresarial de Publicitat. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">En su informe, \u2018Estudi 2018 de la Inversi\u00f3 Publicit\u00e0ria a Catalunya\u2019, el gremio de publicistas muestra el descenso en la compra de espacios publicitarios en la comunidad desde 2016. A\u00f1o en el que se alcanz\u00f3 los 1.064,7 millones de euros. Aunque la inversi\u00f3n publicitaria realizada el pasado a\u00f1o dista de la efectuada en 2013, cuando se registr\u00f3 la cifra m\u00e1s baja (814,7 millones de euros). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En comparaci\u00f3n con la realizada a nivel nacional, <strong>la inversi\u00f3n publicitaria fue un 1,3% superior al de la comunidad aut\u00f3noma<\/strong>. Un porcentaje menor con el obtenido en 2017, cuando la compra de espacio publicitario en Espa\u00f1a super\u00f3 a la catalana en dos puntos porcentuales.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-78176\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/inversion-publicitaria-cataluna.jpg\" alt=\"inversion-publicitaria-cataluna\" width=\"690\" height=\"420\" \/><\/p>\n<p><span style=\"font-weight: 400;\">El estudio tambi\u00e9n refleja los ingresos que el a\u00f1o pasado obtuvieron los <a href=\"https:\/\/ipmark.com\/medios\/\" target=\"_blank\" rel=\"noopener noreferrer\">medios<\/a> catalanes por publicidad. En concreto,<strong> 338,1 millones de euros, un 1,8% menos que en 2017<\/strong>. De esta inversi\u00f3n, <strong>el 43,2% proced\u00eda de anunciantes con sede en Catalu\u00f1a<\/strong>. En 2018 los medios catalanes se encontraron en el plan de medios de un 56,8% de marcas nacionales. <\/span><\/p>\n<h2><b>Digital y exterior suben, televisi\u00f3n y radio bajan<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La <strong>prensa<\/strong> result\u00f3 el medio que mayor inversi\u00f3n publicitaria reuni\u00f3. En 2018, los diarios catalanes recibieron un total de <strong>101,7 millones de euros<\/strong>. La misma posici\u00f3n obtenida en 2017, a\u00f1o en el que, sin embargo, obtuvieron un 2,3% m\u00e1s de ingresos (111,4 millones de euros). El <strong>digital<\/strong> atrajo el 17,4% de la inversi\u00f3n publicitaria, un 2,8% m\u00e1s que en el a\u00f1o anterior, alcanzando la cifra de <strong>58,9 millones de euros<\/strong>.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-78177\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/02\/inversion-publicitaria-medios-catalanes.jpg\" alt=\"inversion-publicitaria-medios-catalanes\" width=\"690\" height=\"420\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Un crecimiento tambi\u00e9n experimentado en <strong>exterior<\/strong>, aunque m\u00e1s modesto. En 2018 este medio recibi\u00f3 <strong>58,4 millones de euros<\/strong>, un 0,4% m\u00e1s que en el a\u00f1o anterior. La <strong>televisi\u00f3n<\/strong> y la <strong>radio<\/strong> a\u00fan contin\u00faan copando gran parte del pastel publicitario, aunque en menor proporci\u00f3n que en 2017. La primera ingres\u00f3<strong> 55,3 millones de euros<\/strong> (-1%). La segunda, <strong>50,9 millones de euros<\/strong>, 1,5 millones medios que en el a\u00f1o anterior. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2018 la inversi\u00f3n publicitaria en Catalu\u00f1a alcanz\u00f3 los 1.017,5 millones de euros, un 1,7% menos que lo invertido 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":[38],"tags":[323,175,123,2341,194],"class_list":["post-78174","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-exterior","tag-inversion-publicitaria","tag-prensa","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>Los anunciantes catalanes invirtieron un 1,7% menos en publicidad<\/title>\n<meta name=\"description\" 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