Evolucin de la audiencia de Televisin Equipamiento de

Evolucin de la audiencia de Televisin Equipamiento de

Evolucin de la audiencia de Televisin Equipamiento de los hogares Conexin banda ancha 3D-TV Ordenador 100.0 Reproductor Blu-Ray 2011 2012 Televisor HD 50.0 Radio Digital Videoconsola 0.0 Lector digital de libros Smartphone Tablet Videoconsola portatil DVR/PVR Reproductor Mp3 Banda Ancha Ordenador TV HD Videoconsola Smartphone Video cons portat MP3 DVR/PVR 80,4/79,9 77,5/75,7

51,7/52,9 45,3/48,7 34,8/44 41,7/40,1 42,3/39,3 32,3/30,6 Tablet Lector dig. Libros Radio Digital Blu-Ray TV 3D 10,2/19,8 11,4/19,3 16,6/17,3 9,1/10,9 6,8/10,1 % de penetracion de medios Penetracin de la TV (%) y otros medios online 100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Consumo medio de TV y nmero de canales

300 40 250 210 208 211 213 218 217 217 223 227 226 32 234 239 247 34 257 30 200 18 150 13 100 50 0 6 6

14 35 25 20 20 15 15 8 10 5 2000 2001 2002 2003 2004 2005 2006 2007 Minutos de TV (Individuos +4) 2008 2009 N Canales 2010 2011 2012 2013*

0 Consumo de TV y tasa de paro 270 35% Min. Consumo 260 30% 250 25% 240 230 220 210 200 190 20% 265 255 255 253 15% 244 243 241 236 235 234 233 229 10%

221 5% 0% Consumo por meses y contenidos ms vistos FTBOL FTBOL 264 267 253 254 246 239 213 234 200 251 269 260 268 272 262 251 247 238 % de audiencia de los canales nacionales Mayo 13 Mayo 12

14 13.4 12 13.4 5.5 11.1 2.6 2.4 2.3 1 0.7 0.8 0.9 2.3 5.8 6.2 13 2.7 2.8 4.7 1.5 1.7 1.6 1.2 1.4 1.6 1.3 0.8 2.4 2.7 1.5 1.5 1.7 2.1 1.5 1.5 1.4 1.3 1.7 1.2 1.3 1.1 1.5 1.2 1.1 1.1 0.7 1.6 0.9 0.9 0.9 0.8 0.5 Consumo de TV por gnero Minutos de TV (indiv.+16) 271 268 243

2012 2011 233 2012 2011 Mujeres Hombres Consumo de TV para diferentes perfiles +16. 6 +12. 7 +17. 4 +12. 2 2000 +10. 4 238 0.0 211 246 220 252 242 271 267

298 153 153 +4,3 154 200 161 Total ind 4+ Adultos 16+ Hombres 16+ Mujeres 16+ Amas de casa Jovenes 13-24 Nios 4-12 2012 Evolucin del consumo de las principales grupos de TV (00-12) 50 45 40 35 30 25 20 15 10 5 0 2000 46.2 2012 37.3 -8,9

32.4 27.6 17 14.7 9.9 9.8 -17,7 0.7 -7,2 E TV P as d a riv er n e G a s ta s li m n to u A as ic n to u

A m a ic s pr 0.9 as d a iv +0,2 Te 1.7 0.1 m +27,5 T TD as it c Te m a ic t s 4.3 go +2,6 a P 1.2

+8,7 as tr O % de audiencia entre cadenas generalistas y temticas 21.99% TVE TVETematic as A3 y lasexta 33.7 1% 66.2 9% Telecinco y Cuatro 31.60 % 68.40 % 78.01% TVE: 19,1% Atresmedia: 26,4% Mediaset: 28,8% % de contenidos agregados de todos los canales nacionales 5.3 0.5 0.1 0.1 34.2 10.4 4.4 4.3

12.5 12.6 15.6 *Canales nacionales: T5, A3, La 1, Cuatro, La Sexta, FDF, Clan, Neox, La 2, Nova, Boing, Nitro, La Sexta 3, Discovery Max, Xplora, Divinity, Disney Channel, 13 TV, Paramount Channel, Lasiete, Energy, Marca TV, Intereconomia, Teledeporte, 24h, Mtv y Nueve. A FICCIN B ENTRETENIMIENTO C INFORMACIN D CULTURALES E DEPORTES F CONCURSOS G PROGRAMAS DE VENTAS H MUSICA I RELIGIOSOS J CONTINUIDAD K OTROS % de contenidos agregados de todos los canales pblicos 0.8 0.6 0.2 0.2 0.2 6.4 27.8 16.8 3.2 19.7 24.2 *Canales pblicos: La 1, Clan La 2, Teledeporte y 24h A INFORMACIN B FICCIN C DEPORTES D CULTURALES E ENTRETENIMIENTO F MUSICA G RELIGIOSOS H CONCURSOS I TOROS J CONTINUIDAD K OTROS % de contenidos agregados de todos los

canales privados 7 0.3 6 4.7 7 7 11 19 37.8 A FICCIN C CULTURALES F DEPORTES H PROGRAMAS DE VENTAS J RELIGIOSOS *Canales privados: T5, A3, Cuatro, La Sexta, FDF, Neox, Nova, Boing, Nitro, La Sexta 3, Discovery Max, Xplora, Divinity, Disney Channel, 13 TV, Paramount Channel, Lasiete, Energy, Marca TV, Intereconomia, Mtv, Nueve. B ENTRETENIMIENTO E CONCURSOS G INFORMACIN I MUSICA MERCADO PUBLICITARIO EN ESPAA 2001-2012. Inversin real estimada, millones de Tasa de crecimiento interanual %Incr. -0,9% +3,6% +10,3%+8,8% +8,7% +9,3% -11% -20,7% +3,9% -6% 2012/2011 -16% 7,983 7,307 722 7,103 6,720 688 568 617 6,178 5,850 675 529 678 5,505

5,461 5,410 5,603 664 494 637 482 518 5,631 642 402 398 421 381 620 590 601 474 610 310 610 401 549 395 4,631 162 454 540 407 409 537 1,894 525 314 95 1,791 326 490 485 508 790 654 73 1,508 1,666 52 71 899 454 1,584 1,174 1,124 967 881 1,594 1,531 1,496 766 3,188 3,467 3,082 2,670 2,951 2,378 2,472 2,237 2,317 2,172 2,142 1,815 Cine Suplementos Revistas Exterior Radio -22.5% -17.3% -13.6% Internet -2.1%

Diarios Televisin -18.9% 1s 2013 / 1s 2012 -11.8% 12.758%-24.8% -% 17.7 -14.1% % -13.6% 19.6% 20.8 % 20.6% -4.6% -12.8% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 -16,0% Fuente: Infoadex -14,3% 58% RECUERDO PUBLICITARIO Y EFICACIA 2002-2012. Coste por punto de notoriedad (x 1.000 Euros, Ind.14+), y evolucin para TV Coste / punto de notoriedad (2012) Dia Coste / punto de notoriedad TV 15.0 R 10.4 10.6

Revi... 7.2 Inter... 9.4 7.1 TV 6.2 Exte... 6.2 6.9 9.0 7.7 7.8 6.7 7.1 7.3 6.2 3.2 1.3 2002 2003 Fuente: IOPE (Notoriedad espontnea); informe i2p Arce/Media Hotline (Inversin real estimada); *Slo contemplada inversin en Display (no buscadores) 2004 2005 2006 2007 2008 2009

2010 2011 2012 COSTES DE TV EN EUROPA 2012. Indice (base 100 = Espaa) costes netos por mil contactos, target Adultos 15+ (1) 209 100 112 Espaa Italia 126 138 Reino Unido Francia Alemania (1) Formato spot 30, relativo al volumen de inversin de un anunciante medio y para un plan promedio en cuanto a mix de cadenas y de franjas, y para un target adultos (15+) Fuente: Aegis Media Evolucin de la audiencia de Televisin

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