So the television advertising market in Spain
24/08/2017
Windward communications ha publicado un informe que parte de datos de Kantar Media sobre la presi n publiictaria durante el ltimo a o m vil incluyendo la segmentaci n por campa as (9.500 activas), anunciantes (4.400 catalogados), grupos de productos (176 diferentes), formatos y duraci n.
En el periodo analizado recogen 9,4 millones de anuncios en el total de cadenas, tanto en abierto como pago, controladas por Kantar media, generando un total de 24 millones de GRPs 20.
El spot m s visto del a o corresponde a Loter as y Apuestas del Estados emitido en Telecinco el 15 de noviembre de 2016 durante el partido de f tbol entre Inglaterra y Espa a que consigui 112 GRPs 20.
Por anunciantes, Procter & Gamble Espa a consigue la mayor presi n publicitaria con el 3,4% del total de GRPs 20, seguido de Reckitt Benckiser, Nestle, Danone, Mondlez, Dentix, L'Oreal, El Corte Ingl s y Unilever Espa a. La suma de los primeros diez anunciantes suman el 16,6% del total de la presi n publicitaria.
De los veinti n sectores que clasifica Kantar Media, el de alimentaci n es el del mayor presi n publicitaria todos los meses, menos en diciembre, mayo y julio donde belleza e higiene es el que logra m s GRPs 20.
Por otro lado, de los 176 productos diferentes registrados, autom viles turismo es el de mayor presi n publicitaria con el 76% en el promedio del periodo analizado. En el mes de diciembre, colonias y perfumes alcanza el 14% del total de GRPs 20 generados, en enero es medicamentos el producto que alcanza mayor presi n publicitaria con el 10% y en enero y diciembre es Internet con el 6%.
En ranking de campa as est encabezado por Dentix (1,2% del total de GRPs 20) seguida de Mutua Madrile a (8,9%), Jazztel (0,8%), Truvago (0,8%) y Vodafone One (0,5%).
En el periodo analizado se registran 9.566 campa as publicitarias diferentes, siendo el mes de noviembre cuando m s de ellas est n activas con un total de 2.670 campa as en televisi n.
Presi n por cadenas
Kantar Media contabiliza 123 cadenas con presencia publicitaria. Telecinco y Antena 3 acumulan el 38,8% de la presi n publicitaria y en el recuento de las cinco primeras cadenas por GRPs 20 el porcentaje alcanzado es del 61%. LaSexta y Cuatro empatan en la tercera posici n del r nking con el 9,1% de la presi n publiictaria de los GRPs 20. Y en quinto lugar se sit a FDF con el 4,1%.
El resto de cadenas, un total de 188, se sit an por debajo del 4% y entre todas suman el 38,9% de la presi n publicitaria.
LINK: | http://www.panoramaaudiovisual.com/en/2017/08/23/asi-es-el-mercado-pub... |
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