La televisi n tambi n es para el veranoBarlovento publica un informe en el que hace un repaso hist rico sobre los meses de agosto, desde 1992 hasta la actualidad: tiempo de visionado TV, cadenas m s vistas, emisiones de m s audiencia, as como el impacto publicitario de este mes frente al resto del a o.
El mercado televisivo, la actividad publicitaria y el perfil del consumo de televisi n se caracteriza, entre otras cosas, por una marcada estacionalidad. El mes de agosto es uno de los meses m s particulares del a o, por lo que Windward communications ha elaborado un informe en el que analiza la estacionalidad en el consumo televisivo.
En este informe hace un repaso hist rico sobre los meses de agosto, desde 1992 hasta la actualidad: tiempo de visionado TV, cadenas m s vistas, emisiones de m s audiencia, as como el impacto publicitario de este mes frente al resto del a o.
Consumo TVDesde que comenz en 1992 la medici n de audiencias que conocemos ahora, el mes de agosto ha sido siempre el de menor consumo televisivo del a o, con destacadas diferencias con respecto a otros meses. Y es que el consumo de televisi n, como hemos avanzado, guarda una importante carga estacional.
Atendiendo a esto, lo meses de invierno, y m s fr os normalmente, son cuando m s tiempo se dedica al medio televisivo, mientras que en verano, el periodo vacacional y los cambios de ocio durante el tiempo libre hacen que descienda la dedicaci n diaria al visionado de televisi n.
The promedio de consumo de los meses de agosto es de 173 minutos por persona al d a, lo que supone 52 minutos menos que el promedio del resto del a o.
The mes de menor consumo de televisi n fue agosto de 1992 con un promedio diario de 144 minutos (2 horas y 28 minutos), que contrasta a n m s al compararlo con el de mayor consumo, febrero de 2013, con 272 minutos diarios de tiempo dedicados a ver la televisi n (4 horas y 39 minutos).
Los meses de enero y febrero son en los que se dedica m s tiempo a ver la televisi n de media diaria, mientras que en julio y agosto, descienden las cifras, si bien, sigue siendo una actividad que ocupa una importante parte del d a.
Aunque baja el consumo, el tiempo de visionado de televisi n sigue manteniendo unas altas cifras en los meses de agosto, con un promedio de 2 horas y 53 minutos por persona y d a.
Perfil de consumoEl consumo de televisi n durante el mes de agosto desciende en todos los grupos poblacionales, pero de diferente manera, produci ndose variaciones en el peso del desglose de targets sobre el total de la audiencia de televisi n.
En agosto se incrementa el peso de los hombres y los menores de 45 a os.
La regi n que m s aumenta su representaci n sobre el total de la audiencia es Andaluc a, y la que m s disminuye es Madrid. En agosto un promedio de 26 millones ve la televisi n diariamente, mientras que en el resto del a o esta cifra se eleva a 32 millones.
Liderazgos de cadenasEn los veintis is meses analizados (agostos 1992-2017) por Barlovento el recuento de liderazgos queda de la siguiente manera:
La 1 de TVE es la cadena que m s veces ha sido l der en agosto (16). La ltima vez que ocup ese puesto fue en agosto 2012.
Telecinco lo ha sido seis veces. Es la cadena que ha logrado el liderazgo los tres ltimos ejercicios: 2015, 2016 y 2017.
Antena3 ha liderado en 4 ocasiones. Su ltimo liderazgo en un mes de agosto fue en el a o 2014.
En agosto de 1992 La1 lidera con el 28,6% de cuota de pantalla, siendo el m ximo registro para liderar ese mes. En el ltimo agosto del 2017, Telecinco fue la cadena m s vista con el 12,5% de cuota.
R nking de emisionesLa programaci n de las cadenas se ven modificadas durante el periodo estival. Al descender el consumo TV, y por tanto la inversi n publicitaria, las parrillas reducen sus costes de emisi n, disminuye la producci n propia y se incrementan las redifusiones.
La emisi n m s vista del mes de agosto han sido deportes todos los a os (1992-2017), con tres excepciones: en 1993 y 1994 el especial de Los Morancos encabez el r nking de emisiones m s vistas del mes y en 2005 Operation triumph.
Impacto publicitarioQueda patente que el consumo de televisi n desciende notablemente en el mes de agosto, con una merma de m s del 20% en relaci n al resto del a o.
A n as , el tiempo dedicado a ver la televisi n es importante, con cerca de 3 horas, por tanto, sigue trat ndose de una actividad que ocupa una gran parte del d a de los individuos.
Adem s, el mercado publicitario contin a en los meses de agosto apostando por el medio televisivo, y seg n el Estudio de Inversi n de InfoAdex, en el mes de agosto de 2017, los anunciantes invirtieron 121.677.344 de euros en publicidad, es decir, el 6% del total anual.
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La televisi n tambi n es para el veranoBarlovento publica un informe en el que hace un repaso hist rico sobre los meses de agosto, desde 1992 hasta la actualidad: tiempo de visionado TV, cadenas m s vistas, emisiones de m s audiencia, as como el impacto publicitario de este mes frente al resto del a o.
