{"id":85977,"date":"2019-09-30T12:53:56","date_gmt":"2019-09-30T10:53:56","guid":{"rendered":"https:\/\/ipmark.com\/?p=85977"},"modified":"2019-09-30T12:53:56","modified_gmt":"2019-09-30T10:53:56","slug":"inversion-television-generalista","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=85977","title":{"rendered":"La popularidad de las OTT reduce la inversi\u00f3n de la televisi\u00f3n generalista"},"content":{"rendered":"<figure id=\"attachment_85980\" aria-describedby=\"caption-attachment-85980\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-85980\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/09\/inversion-de-la-television-generalista.jpg\" alt=\"Los panelistas prev\u00e9n un descenso del 2,5% en la inversi\u00f3n de publicidad en la televisi\u00f3n generalista\" width=\"690\" height=\"401\"><figcaption id=\"caption-attachment-85980\" class=\"wp-caption-text\">Los panelistas prev\u00e9n un descenso del 2,5% en la inversi\u00f3n de publicidad en la televisi\u00f3n generalista<\/figcaption><\/figure>\n<p><strong>La inversi\u00f3n en la <a href=\"https:\/\/ipmark.com\/medios\/tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">televisi\u00f3n<\/a> generalista contin\u00faa su descenso, acompa\u00f1ando a los medios impresos. En septiembre, se prev\u00e9 que la inversi\u00f3n en dicho medio descienda un 2,5%, ante la popularidad creciente de las plataformas de contenidos OTT. En el lado contrario, Internet y, en concreto, el medio m\u00f3vil, con un incremento esperado del 9,8%.&nbsp;<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Son datos del \u00faltimo estudio de <strong>Zenith Vig\u00eda<\/strong>, correspondiente al mes de septiembre, donde se muestra adem\u00e1s la grave percepci\u00f3n que tienen los panelistas sobre la situaci\u00f3n econ\u00f3mica y el mercado publicitario.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El \u00cdndice de Percepci\u00f3n de la Situaci\u00f3n Econ\u00f3mica (IPSE) se situ\u00f3 en los<strong> 55,4 puntos<\/strong>, una ca\u00edda de 37 puntos, y el peor valor desde mayo de 2013. El \u00cdndice de Percepci\u00f3n del Mercado Publicitario (IPMP) tambi\u00e9n registr\u00f3 el peor dato desde esa misma fecha. Se sit\u00faa en<strong> -64,3<\/strong>, despu\u00e9s de caer casi 24 puntos desde julio.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por medios, la televisi\u00f3n y los medios impresos se alzan candidatas de atesorar las mayores ca\u00eddas de inversi\u00f3n publicitaria. Si en julio la<strong> televisi\u00f3n generalista<\/strong> esperaba ver visto reducidos sus ingresos por publicidad en 1,1%, en septiembre, se prev\u00e9 un <strong>descenso del 2,5%<\/strong>. Mayores ca\u00eddas se calculan para los medios impresos. Los panelistas consultados del informe cifran una ca\u00edda del <strong>9%<\/strong> en <strong>suplementos<\/strong>, del <strong>8%<\/strong> en <strong>revistas<\/strong> y de un<strong> 6,6%<\/strong> en <strong>diarios<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el lado contrario se posicionan los medios digitales. <strong>M\u00f3vil<\/strong> es el medio en el que se espera el mayor incremento de la inversi\u00f3n publicitaria (<strong>+9,8%<\/strong>). Le siguen el<strong> v\u00eddeo online (+9%)<\/strong>, las <strong>redes sociales (+8,3%)<\/strong> e <strong>internet (+7,9%)<\/strong>. Tambi\u00e9n se espera un crecimiento en<strong> publicidad exterior digital (+6,3%)<\/strong>, canales de <strong>pago de televisi\u00f3n (+3,5%)<\/strong>, <strong>cine (+3,2%)<\/strong>, <strong>radio (+2,1%)<\/strong> y <strong>exterior<\/strong> en su conjunto <strong>(+2,1%)<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La mayor\u00eda de panelistas prev\u00e9 de igual modo un aumento de la inversi\u00f3n en acciones de<strong> branded content<\/strong>. Un 28,2% considera adem\u00e1s que \u201ccrecer\u00e1 mucho\u201d. Al igual que en publicidad de <strong>audio online<\/strong>. Esta partida podr\u00eda suponer el 4,3% del total de la inversi\u00f3n digital y se espera que en los pr\u00f3ximos meses aumente un <strong>6,5%<\/strong>.&nbsp;<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La inversi\u00f3n en la televisi\u00f3n generalista contin\u00faa su descenso, acompa\u00f1ando a los medios impresos. En septiembre, se prev\u00e9 que la<\/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":[248,175,1036],"class_list":["post-85977","post","type-post","status-publish","format-standard","hentry","category-media","tag-internet","tag-inversion-publicitaria","tag-movil"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La popularidad de las OTT reduce la inversi\u00f3n de la televisi\u00f3n generalista<\/title>\n<meta name=\"description\" content=\"Seg\u00fan datos del panel Zenith Vig\u00eda de septiembre, se espera que la inversi\u00f3n de la televisi\u00f3n generalista en publicidad se vea mermada un 2,5%.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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