Internet y TV por cable, los medios con mayor crecimiento en 4 años
Internet y TV por cable son los medios que más crecieron entre 2013 y 2016, según el estudio realizado por la consultora Metro Market Research para la Cámara de Anunciantes del Paraguay (CAP), sobre evolución del “consumo de medios” tradicionales e internet, en Asunción y Área Metropolitana.
El estudio fue realizado sobre la base de 2.400 encuestas por mes, 28.800 por año, entre el 2013 al 2015, mientras que los datos del 2016 hacen mención a encuestas realizadas de enero a julio del mismo año. El análisis se fundamenta en la consulta espontánea de hábitos de consumo de medios en general.
Por ejemplo, internet ha venido registrando un desarrollo sostenido. En el 2013 tenía una participación de 25,7%, en el 2014 aumentó a 27,6%, al año siguiente ascendió a 28,9% y en 2016 llegó a 30,1%, logrando un crecimiento promedio de 28,1%, según los datos de Metro Media.
Por su lado, el “consumo” de TV por cable tuvo el siguiente comportamiento: en el 2013 participaba con 19,8%, porcentaje que se mantuvo al año siguiente, pero tuvo un ascenso en el 2015, con una participación de 20,9%, y en el 2016 de 23,3%, registrando un promedio de 21,0%.
Si bien la participación de la TV abierta sigue alta, tuvo un sostenido descenso en estos últimos cuatro años. En el 2013 contó con una contribución de 68,3%, que al año siguiente bajó a 64,6%. En el 2015 siguió descendiendo cuando registró 62,7%, y el año pasado cerró con una participación de 57,4%.
Metro Medio es un producto que ofrece información mensual de la audiencia de todos los soportes publicitarios (TV abierta, cable, radio, diarios, revistas, cine, vía pública e internet), y permite cruces por franja horaria, día de la semana, nivel socioeconómico, grupo de edades y nivel educativo.
Fuente: abc.com.py
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