Cómo compiten los canales en el entorno mediático contemporáneo
DOI:
https://doi.org/10.26441/RC25.2-2026-4680Palabras clave:
competencia entre medios, medios para el crecimiento de marcas, patrones, generalizaciones empíricasResumen
Se han observado patrones consistentes de comportamiento de los compradores en una amplia variedad de contextos, hasta el punto de ser considerados leyes del marketing, que describen cómo las marcas compiten y crecen (Sharp, 2010).
En este estudio demostramos que estas mismas leyes también se cumplen para las marcas de medios competidoras; es decir, que existen patrones sistemáticos que describen cómo los canales de comunicación comparten y compiten por las audiencias. Este conocimiento tiene importantes implicaciones para los anunciantes que buscan tomar decisiones eficaces sobre la planificación de medios al colocar su publicidad, así como para las plataformas o canales de comunicación que desean hacer crecer sus marcas. Asimismo, se identifican un pequeño número de excepciones a estos patrones y se analizan sus implicaciones.
Se emplean datos del tipo que habitualmente utilizan los profesionales para determinar la audiencia alcanzada por sus campañas, con el fin de demostrar estos patrones en diferentes tipos de medios (televisión, redes sociales, radio, publicidad exterior, etc.). Los datos permiten demostrar estas leyes tanto entre distintos tipos de medios como dentro de un mismo medio (por ejemplo, Instagram, X, Facebook, LinkedIn, etc., en redes sociales). Asimismo, se incorporan datos muestrales de Finlandia para demostrar la generalización de los resultados en un mercado diferente.
En un mercado mediático global cada vez más complejo, es importante que los anunciantes comprendan qué pueden esperar razonablemente de los medios para garantizar la eficacia de sus inversiones. Para los proveedores de medios, resulta fundamental comprender cómo hacer crecer sus marcas.
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