Group Consultants presented the results of the tenth edition of study Mediascope 2013 in which we analyze the market trends and the reputation and image of the media in Spain. With interviews with more than 400 professionals, including advertisers and media agencies, the study has introduced several new features this year progresses and what the trends for this year 2014 would be. study shows signs of recovery, despite the decline in advertising spending are perceived. The sector of advertisers calling for greater presence in certain sectors, such as digital, which continues to gain positions and reveals himself as a favorite of advertisers, though behind the television, which remains the “middle king” which brings together the largest investment, 35.3% although its weakness is that it is a medium that is saturated.
Respondents perceive that the print media are defined by the credibility and loyal audiences, although they penalize their lack of innovation and price. Meanwhile, digital media, with an investment of 20.8%, which ranks as the measurement started ROI , an inexpensive and dynamic channel. Also noted that the digital channel will have a great potential to be the ideal complement to the television. In third position the press would find, with an investment of 12%, two percentage points less than the previous year which exemplifies the continued fall in investment.
In conclusion, the study shows what the market trends for the future will be. Between them, they stressed the need to go to crossmedia projects, the only dialogue and a commitment to multi-support packages.
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