{"id":91259,"date":"2020-01-28T13:04:24","date_gmt":"2020-01-28T11:04:24","guid":{"rendered":"https:\/\/ipmark.com\/?p=91259"},"modified":"2020-01-28T13:04:24","modified_gmt":"2020-01-28T11:04:24","slug":"panelistas-zenith-vigia-inversion-2020","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=91259","title":{"rendered":"Los panelistas de Zenith Vig\u00eda prev\u00e9n un 0,8% m\u00e1s de inversi\u00f3n en 2020"},"content":{"rendered":"
\"Seg\u00fan
Seg\u00fan las previsiones de enero de los panelistas de Zenith Vig\u00eda, la inversi\u00f3n publicitaria aumentar\u00e1 un 0,8% en 2020<\/figcaption><\/figure>\n

Seg\u00fan las previsiones de Zenith Vig\u00eda para el mes de enero, se espera que la inversi\u00f3n publicitaria en medios crezca un 0,8% en 2020. La prensa en papel y la televisi\u00f3n generalista continuar\u00e1n protagonizando las ca\u00eddas en las partidas destinadas, mientras que internet y la publicidad digital exterior atraer\u00e1n un mayor volumen de inversi\u00f3n de los anunciantes. <\/strong><\/p>\n

Son datos del \u00faltimo estudio realizado por Zenith Vig\u00eda, que recoge las opiniones de los panelistas del estudio – estos son, directivos de medios y de grupos de medios de comunicaci\u00f3n, tanto tradicionales como nativos digitales-, sobre la evoluci\u00f3n del sector publicitario. <\/span><\/p>\n

A pesar de que estiman un ligero crecimiento de la inversi\u00f3n publicitaria del 0,8% para 2020<\/strong>, los \u00edndices de percepci\u00f3n se muestran a\u00fan en negativo. Aunque, con mejoras. <\/span><\/p>\n

El \u00cdndice de Percepci\u00f3n de la Situaci\u00f3n Econ\u00f3mica (IPSE)<\/strong> se sit\u00faa este mes en los -40,9 puntos<\/strong>, lo que supone una mejora de 12 puntos<\/strong> respecto a las anteriores olas. El \u00cdndice de Percepci\u00f3n del Mercado Publicitario (IPMP)<\/strong> tambi\u00e9n mejora, en este caso, en m\u00e1s de 14 puntos<\/strong>, hasta colocarse en los -52,3 puntos<\/strong>. <\/span><\/p>\n

En cuanto a la evoluci\u00f3n de la actividad publicitaria por semestres, el 73% de los panelistas opina que el a\u00f1o ha empezado \u201cregular\u201d y son algunos m\u00e1s los que creen que han empezado mal que los que lo reciben con optimismo. Aun as\u00ed, un 33% considera que el primer semestre del a\u00f1o ser\u00e1 mejor que el de 2019, frente al 31,4% que opina que ser\u00e1 peor<\/strong>. <\/span><\/p>\n

La percepci\u00f3n positiva se incrementa en la segunda parte del a\u00f1o, con el 38,8% de los panelistas que lo considera mejor que el de 2019<\/strong>, frente a un 23,9% que cree que ser\u00e1 \u201calgo peor\u201d. <\/span><\/p>\n

Inversi\u00f3n estimada por medios<\/span><\/h2>\n

Los medios digitales continuar\u00e1n atrayendo a un mayor n\u00famero de anunciantes. Se espera que 2020 sea el a\u00f1o en el que Digital superar\u00e1 la inversi\u00f3n de la televisi\u00f3n generalista, que junto a los medios impresos, perder\u00e1 inversi\u00f3n de nuevo este a\u00f1o. <\/span><\/p>\n

Seg\u00fan datos del estudio de enero, la inversi\u00f3n publicitaria en Internet y m\u00f3viles se incrementar\u00e1 un 8,5%<\/strong>. Al igual que la Publicidad exterior digital (+5,8%)<\/strong>, la Televisi\u00f3n de pago (+3,6%)<\/strong>, Cine (+3,2%)<\/strong>, Exterior (+2,4%)<\/strong> y Radio (+2%)<\/strong>. En el lado contrario, Revistas (-8,4%)<\/strong>, Suplementos (-8,2%)<\/strong>, Diarios (-6,9%)<\/strong> y Televisi\u00f3n generalista (-3,9%<\/strong>). <\/span><\/p>\n

Por sectores, consideran que las marcas de Telefon\u00eda, Telecomunicaciones e Internet<\/strong> aumentan sus partidas publicitarias ante el lanzamiento de la tecnolog\u00eda 5G y la creciente competencia entre plataformas de contenido digitales. Los panelistas muestran sus dudas respecto a Autom\u00f3vil y Banca y Finanzas<\/strong> y esperan con expectaci\u00f3n el comportamiento de la nueva Administraci\u00f3n<\/strong>, que podr\u00eda verse obligada a poner en marcha una fuerte pol\u00edtica de comunicaci\u00f3n.  <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Seg\u00fan las previsiones de Zenith Vig\u00eda para el mes de enero, se espera que la inversi\u00f3n publicitaria en medios crezca<\/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":[175,2644],"class_list":["post-91259","post","type-post","status-publish","format-standard","hentry","category-media","tag-inversion-publicitaria","tag-revistas"],"acf":[],"yoast_head":"\nLos panelistas de Zenith Vig\u00eda prev\u00e9n un 0,8% m\u00e1s de inversi\u00f3n en 2020<\/title>\n<meta name=\"description\" content=\"Seg\u00fan las panelistas de Zenith Vig\u00eda para el mes de enero, se espera que la inversi\u00f3n publicitaria en medios crezca un 0,8% en 2020.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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