{"id":19694,"date":"2016-05-30T12:44:17","date_gmt":"2016-05-30T11:44:17","guid":{"rendered":"http:\/\/creaerte.com\/live\/?p=19694"},"modified":"2016-05-30T12:55:44","modified_gmt":"2016-05-30T11:55:44","slug":"inversion-publicitaria-2016","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/inversion-publicitaria-2016\/","title":{"rendered":"La publicidad se crece a pesar de la incertidumbre pol\u00edtica"},"content":{"rendered":"<p>La incertidumbre pol\u00edtica que vive el pa\u00eds desde hace varios meses est\u00e1 generando dudas en diversos sectores del mercado. Pero no ha sido as\u00ed en el terreno de la <strong>publicidad<\/strong>, a la que parece no haberle afectado la presencia de un Gobierno provisional. <\/p>\n<p>Seg\u00fan los datos ofrecidos recientemente por los panelistas de <strong>Zenith Media<\/strong>, la <strong>inversi\u00f3n publicitaria crecer\u00e1 en torno a un 5% en 2016<\/strong>. Sectores como los del autom\u00f3vil, la banca, los seguros o las telecomunicaciones ser\u00e1n los que favorecer\u00e1n principalmente estas buenas previsiones.<\/p>\n<p>Otro asunto pol\u00edtico de actualidad es la cuesti\u00f3n soberanista en Catalu\u00f1a. Este tema parece haber pasado a un segundo plano en lo que influencia se refiere, pues cada vez es menor el porcentaje de panelistas (42%) que consideran que podr\u00eda repercutir en el mercado publicitario nacional.<\/p>\n<p>En cuanto a las <strong>previsiones por medios<\/strong>, no se esperan demasiadas diferencias con respecto a la ola anterior. Se prev\u00e9n leves ca\u00eddas en <strong>publicidad exterior din\u00e1mica<\/strong> y en <strong>medios impresos<\/strong>. En este \u00faltimo caso, el motivo principal es el freno publicitario por parte de la administraci\u00f3n central. <\/p>\n<p>En el otro lado de la balanza se encuentran las <strong>redes sociales<\/strong>, sin duda, la punta de lanza para anunciantes de cara al futuro. Seg\u00fan las previsiones, la inversi\u00f3n en esta plataforma podr\u00eda llegar a los <strong>56,5 millones de euros<\/strong>, lo que supone un <strong>incremento del 11%<\/strong>. En este sentido, el <strong>v\u00eddeo online<\/strong> ser\u00e1 el elemento clave y, por tanto, el que m\u00e1s aumentar\u00e1.<\/p>\n<p>No obstante, en caso de extenderse la incertidumbre pol\u00edtica de cara al verano, las previsiones podr\u00edan verse afectadas, no solo en lo referente al panorama publicitario, sino tambi\u00e9n en el global de la econom\u00eda espa\u00f1ola. En unas semanas conoceremos nuevos datos sobre el segundo trimestre del a\u00f1o que permitir\u00e1n establecer un balance m\u00e1s detallado.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La incertidumbre pol\u00edtica que vive el pa\u00eds desde hace varios meses est\u00e1 generando dudas en diversos sectores del mercado. Pero no ha sido as\u00ed en el terreno de la publicidad, a la que parece no haberle afectado la presencia de un Gobierno provisional. Seg\u00fan los datos ofrecidos recientemente por los panelistas de Zenith Media, la inversi\u00f3n publicitaria crecer\u00e1 en torno&#8230;<\/p>\n","protected":false},"author":1,"featured_media":19695,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,557],"tags":[1125,6],"class_list":["post-19694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","category-publicidad-2","tag-inversion-publicitaria","tag-publicidad","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La publicidad se crece a pesar de la incertidumbre pol\u00edtica - creaerte.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creaerte.com\/live\/inversion-publicitaria-2016\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La publicidad se crece a pesar de la incertidumbre pol\u00edtica - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"La incertidumbre pol\u00edtica que vive el pa\u00eds desde hace varios meses est\u00e1 generando dudas en diversos sectores del mercado. Pero no ha sido as\u00ed en el terreno de la publicidad, a la que parece no haberle afectado la presencia de un Gobierno provisional. 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