{"id":2229,"date":"2006-02-27T23:18:00","date_gmt":"2006-02-27T22:18:00","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/2006\/02\/27\/tv-los-precios-de-la-audiencia\/"},"modified":"2006-02-27T23:18:00","modified_gmt":"2006-02-27T22:18:00","slug":"tv-los-precios-de-la-audiencia","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2006\/02\/27\/tv-los-precios-de-la-audiencia\/","title":{"rendered":"[TV] Los precios de la audiencia"},"content":{"rendered":"<p>En el reportaje que sobre la <a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/02\/tv-algunos-programas-suprimidos.html\">canibalizaci\u00f3n de la televisi\u00f3n<\/a>, tambi\u00e9n se habla de las audiencias como principal motivo para suprimir programas de la parrilla (y otra cosilla que me guardo para ma\u00f1an). Es evidente que la audiencia es en realidad el producto y que los telespectadores somos mercanc\u00eda para los anunciantes y programadores, pero merece la pena destacar algunos p\u00e1rrafos que me han sorprendido.<\/p>\n<p>Cuentan Concha Velasco y Jaume Roures (directivo de MediaPro) que \u00abahora te obligan a firmar una cl\u00e1usula donde pone que si la audiencia no alcanza una determina cifra, te pueden echar la calle, sin tiempo para rectificar los fallos\u00bb. Quiz\u00e1 la sorpresa es menor despu\u00e9s de ver <a href=\"http:\/\/www.vayatele.com\/2005\/12\/11-que-esclavo-es-salir-en-la-.php\" target=\"_blank\">contratos<\/a> como los de algunos realities.<\/p>\n<p>Pero la mayor sorpresa me la he llevado al leer sobre la contrataci\u00f3n de publicidad. Y no por su precio (20 segundos en prime time por 30.000\u20ac) sino por el \u00abderecho a devoluci\u00f3n\u00bb cuando contratas por GRP (Gross Rating Point: en espera del nuevo <a href=\"http:\/\/www.evasanagustin.com\/homotelespectator\/abctvg.html\" target=\"_blank\">HT<\/a>, <a href=\"http:\/\/www.mediacampaign.org\/publications\/message99\/2_5.html\" target=\"_blank\">una definici\u00f3n<\/a>) y no por tiempo.<\/p>\n<p>Cito textualmente: \u00abSi el anunciante ha pagado por tener un n\u00famero determinado de espectadores y el programa ha cosechado menos seguidores, la emisora debe devolverle parte del dinero, o compensarle repitiendo el anuncio de forma gratuita\u00bb.<\/p>\n<p>Antes de que recuperes el aliento, sigo: \u00abTomando como base la publicidad facturada por todas las televisiones generalistas durante el 2004, GECA ha calculado que cada punto de share vale como media unos 26 millones de euros\u00bb.<\/p>\n<p>Teniendo en cuenta esto y que este mes TeleCinco y Antena 3 est\u00e1n empatados, es l\u00f3gico que \u00e9sta \u00faltima haya invertido en falsas portadas y anuncios en diarios gratuitos como el \u00abQu\u00e9!\u00bb para recordar \u00abRub\u00ed\u00bb, \u00abEl diario de Patricia\u00bb y, sobretodo, esta doble sesi\u00f3n de \u00abEl pelicul\u00f3n\u00bb y \u00abEl tr\u00e1fico humano\u00bb que har\u00e1n hoy y ma\u00f1ana.<\/p>\n<p><strong>Temas relacionados<\/strong><br \/><a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2005\/04\/tv-publicidad-costes-y-consumo.html\">[TV] Publicidad: costes y consumo<\/a><\/p>\n<p>\u00bfM\u00e1s temas? Sigue atent@ y, si quieres, lo leer\u00e1s aqu\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el reportaje que sobre la canibalizaci\u00f3n de la televisi\u00f3n, tambi\u00e9n se habla de las audiencias como principal motivo para suprimir programas de la parrilla (y otra cosilla que me guardo para ma\u00f1an). Es evidente que la audiencia es en realidad el producto y que los telespectadores somos mercanc\u00eda para los anunciantes y programadores, pero [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[390],"tags":[],"class_list":["post-2229","post","type-post","status-publish","format-standard","hentry","category-ideas-blogger"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=2229"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2229\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=2229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=2229"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=2229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}