viernes, 28 de agosto de 2009

Vuelve el fútbol, nosotros también

Por Tomás

Uno de los argumentos más escuchados a la hora de criticar la participación del Estado en la comercialización del fútbol se basa en el supuesto de que la inversión pública (en principio de 600 millones de pesos por año) no se podrá recuperar, lo cual constituiría un gasto poco razonable teniendo en cuenta que hay otras prioridades. ¿Pero realmente no se podrá recuperar la inversión? Como es sabido, una de las principales fuentes de financiación del fútbol por TV abierta es la publicidad, ya que los ingresos por el cobro del cable o el codificado se tornaron inviables con este nuevo esquema de comercialización. Marcelo Zlotogwiazda planteó el martes en "Palabras más, palabras menos" que la inversión publicitaria anual en televisión abierta es de unos 1100 millones de pesos. Además dijo en su blog que la torta publicitaria en toda la TV no llega a los 1500 millones de pesos anuales. Números similares dio Carlos Pagni en La Nación.

Estos datos implicarían que sería necesario que casi el 50 por ciento de los anuncios de la TV abierta se concentre en los partidos de fútbol para que el Estado no de pérdida. Algo imposible en la práctica. Sin embargo, en la página web de la Cámara Argentina de Centrales de Medios (Cacem) se pueden encontrar estos datos sobre la inversión publicitaria en los medios: http://www.centralesdemedios.com.ar/inversiones_netas.html

Como vemos en el link, según la Cacem la TV Abierta recaudó 2,945 millones de pesos en 2008, más del doble del número que informaron los medios de comunicación. Además hay que tener en cuenta que la cifra viene creciendo año a año, y que los números en 2009 y los años venideros podrían arrojar ingresos publicitarios mayores.

En sentido similar, la Asociación Argentina de Agencias de Publicidad (AAAP) informa que la inversión publicitaria en TV abierta durante 2008 fue de 2655 millones de pesos. El link es: http://www.aaap.org.ar/inversion_2008/cuadro_comparativo_de_inversion_publicitaria_argentina_2008-versus-2007.pdf

Con estos números, el panorama cambia completamente. Si le sumamos los ingresos por la reventa de los partidos a otros canales de aire, y la comercialización por telefonía móvil, es muy posible que el Estado haga un buen negocio con el fútbol. Esto sin contar los beneficios de no tener que comprar el codificado, ver Domingol o escuchar los divertidos cantos del Bambino Pons.

En definitiva, el quid de la cuestión está en los números sobre la publicidad. Creemos en la buena fe de Zloto, pero por lo que tenemos entendido, el amigo Moreno no tuvo tiempo de meter mano en la Cámara Argentina de Centrales de Medios ni en la Asociación Argentina de Agencias de Publicidad. ¿Alguien sabe cuál es la agencia o instución que informó que los ingresos publicitarios de TV abierta sólo alcanzan los 1100 millones de pesos?

27 comentarios:

nanolefou dijo...

Muy bueno el análisis: dejando de lado el brutal negocio de los codificados ¿ qué cosa indica que ahora el Estado vaya a hacer un mal negocio cuando antes para Clarín era un negoción? ¿O volvemos a la hipótesis de que, antes de analizar nada, el estado es bobo, perdedor y punto?
Canal 7 revendió partidos a América y al 9. Supongo que con eso tiene que haber recuperado gran parte de lo invertido: es decir que no gastó 650 millones, ya recuperó una parte.
Además: ¿Qué importancia tiene lo que facturó en 2008? ¿Cuesta lo mismo publicitar un producto en el programa de Hebe de Bonafini (con todo respeto, pero dene tener bajo rating) que en un Ríver-Boca? ¿Canal 7 no podría duplicar, triplicar, cuadruplicar, su facturación anual, a partir de tener los partidos?

A tres puntas dijo...

De acuerdo nanolefou... Son años de mala prensa hacia el Estado(justificada a veces, otras no) Algunos recurre a la falacia de hacer una analogía entre Aerolíneas Argentinas y el fútbol, como si fueran negocios similares...

Tomás

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