{"id":2452,"date":"2006-11-30T23:38:00","date_gmt":"2006-11-30T22:38:00","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/2006\/11\/30\/tv-volatilizacion-de-la-audiencia\/"},"modified":"2006-11-30T23:38:00","modified_gmt":"2006-11-30T22:38:00","slug":"tv-volatilizacin-de-la-audiencia","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2006\/11\/30\/tv-volatilizacin-de-la-audiencia\/","title":{"rendered":"[TV] Volatilizaci\u00f3n de la audiencia"},"content":{"rendered":"<p>Es la primera vez que oigo (m\u00e1s bien leo) esta expresi\u00f3n, \u00ab<strong>volatilizaci\u00f3n de la audiencia<\/strong>\u00ab, pero tiene algo de intangible que me parece interesante de aplicar a los telespectadores, mucho m\u00e1s que \u00abdispersi\u00f3n\u00bb. La usaba Neus Comellas, Directora del Departamento Comercial de la <a href=\"http:\/\/www.ccrtv.cat\" target=\"_blank\">CCRTV<\/a> en La Vanguardia de hoy en el art\u00edculo \u00ab<a href=\"http:\/\/www.lavanguardia.es\/free\/edicionimpresa\/res\/20061130\/51294522936.html\" target=\"_blank\">TV3 ensaya f\u00f3rmulas para que la publicidad no moleste al telespectador<\/a>\u00bb (firmado por la Redacci\u00f3n).<\/p>\n<p>El t\u00e9rmino <strong>volatilizaci\u00f3n hace referencia al porcentaje de audiencia que abandona un canal<\/strong> al inicio del bloque publicitario. Seg\u00fan los datos de Sofres que da Comellas, TV3 tiene un 15% y TeleCinco un 34%. Ser\u00eda interesante conocer el del resto de cadenas porque cuesta comparar una cadena auton\u00f3mica p\u00fablica con una privada.<\/p>\n<p>A\u00fan as\u00ed de acuerdo con Comellas, estos datos demuestran que la publicidad de TV3 es m\u00e1s efectiva porque los telespectadores no hacen zapping, sino que se quedan (aunque ning\u00fan canal se libra de los viajes a la nevera y al ba\u00f1o). Precisamente para retenerlos es por lo que, dicen, est\u00e1n probando esas \u00abnuevas f\u00f3rmulas\u00bb.<\/p>\n<p>Pero lo cierto es que no tiene nada de noticiable enumerar las <strong>formas de la publicidad menos intrusiva<\/strong>, y mucho menos tratarlas de novedosas, m\u00e1s que nada porque su uso es ya demasiado com\u00fan hoy en d\u00eda. Pero nunca est\u00e1 de m\u00e1s sistematizar:<\/p>\n<p>1\/ <strong>bloques exclusivos<\/strong> (los ya t\u00edpicos \u00abVolvemos en\u00bb),<br \/>2\/ adaptaci\u00f3n de <strong>cortinillas<\/strong> y<br \/>3\/ <strong>product placement<\/strong>.<\/p>\n<p>Tampoco est\u00e1 de m\u00e1s recordar que <strong>las cadenas cobran por audiencia, no por pases del spot<\/strong>.<\/p>\n<p><strong>Temas relacionados<\/strong><br \/><a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/02\/tv-los-precios-de-la-audiencia.html\">[TV] Los precios de la audiencia<\/a><br \/><a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/05\/ad-publicidad-en-televisin.html\">[AD] Publicidad en televisi\u00f3n<\/a><br \/><a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/02\/tv-contraprogramar-con-multa.html\">[TV] Contraprogramar a\u00fan con multa<\/a><\/p>\n<p>\u00bfM\u00e1s temas? Sigue atent@ y, si quieres, lo leer\u00e1s aqu\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Es la primera vez que oigo (m\u00e1s bien leo) esta expresi\u00f3n, \u00abvolatilizaci\u00f3n de la audiencia\u00ab, pero tiene algo de intangible que me parece interesante de aplicar a los telespectadores, mucho m\u00e1s que \u00abdispersi\u00f3n\u00bb. La usaba Neus Comellas, Directora del Departamento Comercial de la CCRTV en La Vanguardia de hoy en el art\u00edculo \u00abTV3 ensaya f\u00f3rmulas [&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-2452","post","type-post","status-publish","format-standard","hentry","category-ideas-blogger"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2452","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=2452"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2452\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=2452"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=2452"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=2452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}