{"id":83250,"date":"2019-07-04T14:54:43","date_gmt":"2019-07-04T12:54:43","guid":{"rendered":"https:\/\/ipmark.com\/?p=83250"},"modified":"2019-07-04T14:54:43","modified_gmt":"2019-07-04T12:54:43","slug":"calcular-roi-del-patrocinio-deportivo-una-tarea-vez-mas-compleja","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=83250","title":{"rendered":"Calcular el ROI del patrocinio deportivo, una tarea cada vez m\u00e1s compleja"},"content":{"rendered":"<figure id=\"attachment_83252\" aria-describedby=\"caption-attachment-83252\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-83252\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/roi-patrocinio-deportivo.jpg\" alt=\"Calcular el ROI del patrocinio deportivo se ha vuelto una tarea compleja para las marcas\" width=\"690\" height=\"418\" \/><figcaption id=\"caption-attachment-83252\" class=\"wp-caption-text\">Calcular el ROI del patrocinio deportivo se ha vuelto una tarea compleja para las marcas<\/figcaption><\/figure>\n<p><strong>El deporte se alza como uno de los contenidos m\u00e1s consumidos en Espa\u00f1a. En 2018, 47 de las 50 emisiones de <a href=\"https:\/\/ipmark.com\/medios\/tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">televisi\u00f3n<\/a> m\u00e1s vistas estaban relacionadas con alg\u00fan acontecimiento deportivo. El patrocinio se presenta como una oportunidad para las marcas, aunque calcular el retorno de la inversi\u00f3n (ROI) se torna complicado.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de Infoadex, en 2018 las empresas espa\u00f1olas invirtieron <strong>369 millones de euros<\/strong> en actos de patrocinio deportivo. La llegada de las redes sociales ha propiciado que el formato publicitario haya ganado m\u00e1s visibilidad, atrayendo a m\u00e1s anunciantes. Sin embargo, el c\u00e1lculo de ROI se ha vuelto m\u00e1s complejo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con la agencia de marketing Rebold, la medici\u00f3n del retorno de los patrocinios tiene que superar retos crecientes. Entre ellos, el hecho de que, a d\u00eda de hoy, pocos de los grandes eventos deportivos se emiten en abierto y presentan unas<strong> audiencias muy fragmentadas<\/strong>. \u201cNo se ha reducido el inter\u00e9s de los espect\u00e1culos deportivos, sino que se ha trasladado a otros canales\u201d, explican.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las<strong><a href=\"https:\/\/ipmark.com\/la-tv-tradicional-pierde-consumidores-jovenes-frente-a-las-plataformas-en-streaming\/\" target=\"_blank\" rel=\"noopener noreferrer\"> plataformas de streaming<\/a> y las redes sociales<\/strong> forman los nuevos canales por los que los usuarios pueden disfrutar de contenido deportivo. Es el caso de la plataforma DAZN y la emisi\u00f3n del Campeonato del Mundo de Motociclismo. \u201cEl principal h\u00e1ndicap que presentan este tipo de plataformas es que no existen datos oficiales de audiencias ni tarifas publicitarias\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se suma las ocasiones en las que no se cumplen los llamados \u2018naming rights\u2019. Seg\u00fan datos de la agencia, el <strong>30% de las menciones<\/strong> a un evento deportivo patrocinado en los medios se realizan de manera incorrecta, ya que no emplean el nombre oficial que incluye el del patrocinador principal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde la agencia recomiendan crear y promocionar contenidos m\u00e1s all\u00e1 de las retransmisiones en directo, lo que les permitir\u00e1 alcanzar a una audiencia m\u00e1s amplia. Y monitorizar la cobertura secundaria que generan tales eventos, tanto en medios tradicionales como en redes sociales.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El deporte se alza como uno de los contenidos m\u00e1s consumidos en Espa\u00f1a. En 2018, 47 de las 50 emisiones<\/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":[44,5895],"tags":[147],"class_list":["post-83250","post","type-post","status-publish","format-standard","hentry","category-marketing","category-marketing-digital","tag-redes-sociales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Calcular el ROI del patrocinio deportivo, una tarea cada vez m\u00e1s compleja<\/title>\n<meta name=\"description\" content=\"Calcular el ROI del patrocinio deportivo se ha vuelto cada vez m\u00e1s complicado para las marcas. 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