La inversión publicitaria en display y vídeo crece un 1,3% en el primer semestre de 2017

La inversión publicitaria en medios digitales en España se mantiene prácticamente plana en 2017, según un estudio realizado por la asociación de publicidad, marketing y comunicación IAB Spain.

Los resultados mostrados por esta organización revelan que la inversión publicitaria en medios digitales subió un 4,3{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} durante los primeros seis meses de 2017. Por su parte, el crecimiento en la inversión en display y vídeo ha sido de un 1,3{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831}.

Hay que tener en cuenta que i2p ya mostraba un descenso del 1{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} de la inversión publicitaria en general en el primer semestre de 2017, con respecto al año anterior. La cuantía total alcanzada es de 2.133,7 millones de euros, representado un 3,1{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} del PIB, según previsiones realizadas por la compañía. Además, se espera que en los siguientes seis meses se consigan alcanzar los 4.237,7 millones de euros, un 0,7{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} más.

En cuanto al desglose por medios, el gasto en publicidad se comporta de forma desigual. La televisión representa el medio más potente (51,6{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} del mercado), a pesar de retroceder un 1,2{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} en comparación con el mismo periodo de 2016, obteniendo 1.101,5 millones de euros. Dentro de ella, Mediaset y Atresmedia configuran el 83,6{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} de la inversión total, aunque en ambos ha caído en más de un 1

Internet y la radio son los dos dispositivos donde más crece la publicidad. El medio digital consigue consolidarse como segundo en importancia con 289,8 millones de euros (+8,8{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831}), según i2p. El crecimiento de la radio no es tan notable (+3,8{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831}), aunque presenta mejores resultados que la prensa con 203,3 millones de euros.

La prensa se encuentra a la cola de los sondeos como tercer medio en inversión publicitaria. Desde 2016 ha retrocedido un 9{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831}, disminuyendo hasta los 251,7 millones de euros. Los peor parados son los dominicales con una caída del 11,2{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831} y las revistas con una inversión que retrocede en un 7,4{cd902a06da0f6d04db9f725c99e9ab5b7c6d76c3400c63aa3215824a9d4e5831}.

La inversión publicitaria sigue un recorrido parecido al de 2016, con un ligero crecimiento en medios digitales. La situación en los medios de comunicación se mantiene estable con la televisión a la cabeza, Internet avanzando notablemente y la prensa con un declive generalizado.


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