MEDIACIÓN ELECTRÓNICA DE AUDIENCIAS DE TELEVISIÓN EN GUAYAQUIL Y SU INCIDENCIA EN LAS ESTRATEGIAS COMERCIALES Y PROGRAMÁTICAS DE LOS CANALES DE TELEVISIÓN

Abstract

For television channels and advertisers, the information offered by electronic measurement of television audiences is directly linked to the negotiation, sale or commercialization of their programming spaces and to the investment of advertisers in those means to increase their sales. From the two points of view the purpose is the economic returns. Currently the company Ibope Kantar media is the only company in Ecuador that offers this service for what was used as a primary source of information. A descriptive research with a mixed approach was conducted to representatives of television channels of the city of Guayaquil and national advertisers in search of determine the use and the incidence that the information that gives the measurement of audiences in the decision making. manage efficient marketing strategies at the best price.