Jose María Guijarro Director de la Oficina de Madrid de Mediaedge:cia

Transcripción

1 ESTUDIO INFOADEX SOBRE LA INVERSIÓN PUBLICITARIA EN LA COMUNIDAD DE MADRID 2008

2 Jose María Guijarro Director de la Oficina de Madrid de Mediaedge:cia Una vez más, el Grupo Mediedge:cia apoya y patrocina los estudios de Infoadex sobre las inversiones publicitarias en España. Este informe, referido concretamente a la Comunidad de Madrid, constituye sin duda el referente para el conocimiento de las tendencias sobre inversiones publicitarias en nuestra Comunidad. Los datos del año 2008 se hacen eco del momento de incertidumbre que se está viviendo tanto a nivel global como en nuestro país y por ende en la Comunidad de Madrid. Sin embargo, y a pesar de la disminución de la inversión publicitaria como consecuencia de la coyuntura económica, no cabe duda que Madrid continúa siendo la locomotora del mercado publicitario. Y esto por dos razones. Primero, por volumen de inversión gestionada desde la Comunidad de Madrid. La inversión generada por los anunciantes con sede social en Madrid representa más del cincuenta por ciento del total nacional, aún sabiendo que sólo conforman el 14% del total de anunciantes en España. Segundo, porque la crisis está afectando ligeramente menos en Madrid. La disminución de la inversión en esta Comunidad es menor que en la media nacional. Así, en 2008, mientras que la inversión controlada en medios convencionales del conjunto del mercado ha disminuido en el 12%, la Comunidad de Madrid ha tenido una caída dos puntos menor, del 10%. Como locomotora del mercado publicitario, los anunciantes, agencias, medios y otros agentes del marketing y la comunicación de Madrid adquieren un compromiso ineludible con España. De su mano está, en buena parte, mantener la confianza de los mercados, seguir fidelizando a los consumidores (ya sean madrileños o de fuera de Madrid) y apoyar la industria a través de la creatividad y la búsqueda de nuevas oportunidades. No quiero terminar sin felicitar a Infoadex por darnos luz con este estudio y ayudarnos a tomar decisiones con implicaciones en el crecimiento de nuestro país y más concretamente de la Comunidad de Madrid. 1

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