{"id":10401,"date":"2019-05-09T10:25:17","date_gmt":"2019-05-09T13:25:17","guid":{"rendered":"https:\/\/blog.dino.com.br\/?p=10401"},"modified":"2021-07-15T12:25:40","modified_gmt":"2021-07-15T15:25:40","slug":"faturamento-tvs-abertas","status":"publish","type":"post","link":"https:\/\/dino.com.br\/blog\/faturamento-tvs-abertas\/","title":{"rendered":"Faturamento das TVs abertas despenca em 4 anos no Brasil. O que isso significa para voc\u00ea?"},"content":{"rendered":"\r\n<p>O levantamento de um dado causou certa surpresa no mercado de comunica\u00e7\u00e3o na semana passada. N\u00e3o pela decad\u00eancia das TVs abertas, que n\u00e3o \u00e9 novidade, mas pela velocidade com que isso est\u00e1 acontecendo. Segundo o site <a href=\"https:\/\/noticiasdatv.uol.com.br\/noticia\/mercado\/em-apenas-quatro-anos-redes-de-tv-encolhem-o-equivalente-um-terco-da-globo-26268\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">Not\u00edcias da TV<\/a>, as tr\u00eas maiores emissoras de TV aberta do Brasil perderam, juntas, R$ 3,253 bilh\u00f5es em faturamento entre 2015 e 2018.<\/p>\r\n\r\n\r\n\r\n<p>Em 2015, Globo, Record e SBT faturaram, somadas, R$ 14,228 bi. Em 2018, foram R$ 12,898 bi. No acumulado dos tr\u00eas anos seguintes \u2014 e considerando a infla\u00e7\u00e3o do per\u00edodo \u2014 as tr\u00eas empresas deixaram de faturar os R$ 3,253 bilh\u00f5es mencionados.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/educacional.dino.com.br\/solicitar-contato-comercial?utm_source=organic&amp;utm_medium=organic&amp;utm_campaign=blog-cta-banner\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.dino.com.br\/wp-content\/uploads\/2021\/07\/cta-blog-banner-posts-700x180-1.jpg\" alt=\"dino divulgador de not\u00edcias\"\/><\/a><\/figure><\/div>\r\n\r\n\r\n<p>O fato \u00e9 que os anunciantes n\u00e3o deixaram de investir em publicidade. Eles est\u00e3o apenas realocando suas verbas. Quem tem abocanhado boa parte da receita que as TVs perderam s\u00e3o as m\u00eddias digitais.<\/p>\r\n\r\n\r\n\r\n<p>Segundo dados da pesquisa <a href=\"https:\/\/iabbrasil.com.br\/infografico-iab-brasil-pesquisa-digital-adspend-2018-2\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">Digital AdSpend 2018<\/a>, da IAB Brasil, em 2017 a publicidade online movimentou R$ 14,8 bilh\u00f5es \u2014 crescimento de 25,4% em rela\u00e7\u00e3o ao ano anterior. Isso representa um ter\u00e7o do mercado publicit\u00e1rio do Pa\u00eds.<\/p>\r\n\r\n\r\n\r\n<p>Dentro da publicidade online, um dado se destaca. O investimento em v\u00eddeo foi um dos que mais cresceram: 48% em compara\u00e7\u00e3o com 2016. Isso sugere que as pessoas n\u00e3o deixaram de assistir a v\u00eddeos. Elas apenas migraram da TV aberta para op\u00e7\u00f5es digitais, como YouTube, Netflix e afins.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Takeaway para newswire<\/h2>\r\n\r\n\r\n\r\n<p>Embora newswire tenha uma rela\u00e7\u00e3o muito mais direta com m\u00eddia espont\u00e2nea do que com publicidade, os dados da publicidade servem como par\u00e2metro. Eles sugerem que, na escolha de canais para m\u00eddia espont\u00e2nea, priorizar m\u00eddias digitais em detrimento das tradicionais tende a ser uma boa ideia para a maioria das empresas.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Faturamento das maiores emissoras de TV aberta despencou de 2015 a 2018. Na contram\u00e3o, a publicidade online s\u00f3 cresce. E isso serve de par\u00e2metro para quem usa newswire.<\/p>\n","protected":false},"author":4,"featured_media":16316,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[],"class_list":["post-10401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-jornalismo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Faturamento das TVs abertas despenca em 4 anos no Brasil. 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