7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

1/24

5

@]LCMWJDP CM @DK]JI@L@IJ IJSMWL@SI^L

Mb Bigwd Gblj`d cm ILG+LIK@

BLP G]MJLP UWSI@LP CM BLKMCI@IJ CM L]CIMJ@ILP CIHISLBMP

^DB*8

y m b k l w f m s i j h c i h i s l b

w m ~ i p s l c m b l ` d k } j i ` l ` i j

LPD@IL@IJ ULWL BL IJ^MPSIHL@IJ CMKMCIDP CM @DK]JI@L@IJ

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

2/24

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

3/24

Dgomsi~dp y nibdpdnl

Uwij`iuidp hmjmwlbmp

]ji~mwpd cm kmci`ij

]jiclcmp gpi`lp cm kmci`ij

Ji~mbmp cm kmci`ij

Dwihmj cmb `djp}kd

@lwl`smwpsi`lp cm bl l}cimj`il

Pipsmkl cm mqubdsl`ij cm clsdp

Uh*

3

=

>

1

9

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

4/24

DGOMSI^DP Y NIBDPDNL

L `dkimjzdp cm 7558" y l wlz cm }j hw}ud cm swlgl+od cm ILG Pulij !Ijsmwl`si~m Lc~mwsipijh G}wml})"`dkmjz l cmplwwdbblwpm bl kmpl cm swlglod cm kmci+`idjmp cihislbmp* Cmpu}p cm ~lwilp wm}jidjmp" mj blp

|}m mb jkmwd cm ulwsi`iuljsmp mj bl kmpl n}m `wm+`imjcd" pm `dj`wmslwdj bdp dgomsi~dp cm bl kmpl" p}dumwlsi~iclc y bl jm`mpiclc cm lkulwlwpm mj lbh}jlcm blp lpd`il`idjmp mqipsmjsmp*

Mj wm}jij lplkgbmlwil" pm cm`ici `djpsis}iw }j hw}udcm swlglod `dbicmwlcd udw ILG Pulij y LIK@!Lpd`il`ij ulwl bl Ij~mpsihl`ij cm bdp Kmcidp cm

@dk}ji`l`ij) `dj mb dgomsi~d cm cmnijiw blp `djci+`idjmp icmlbmp ulwl kmodwlw bl kmci`ij cm l}cimj+`ilp mj kmcidp ijsmwl`si~dp y" udw sljsd" ndkmjslwmb l}kmjsd cm bl ij~mwpij mj mb kmcid" slb y `dkd|}mcl wmnbmolcd mj mb cd`}kmjsd cm `djpsis}`ij cmb

hw}ud*

Mpsm hw}ud mps ndwklcd udw j}m~m wmuwmpmjsljsmp?swmp lhmj`ilp cm kmcidp" cdp udwslbmp" cdp kmcidp" }jwmc y }j wmuwmpmjsljsm cm bl LML !Lpd`il`ij Mpuldblcm Lj}j+`iljsmp) ulwsi`iuljcd lcmkp }j wmuwmpmj+sljsm cm `lcl }jl cm blp cdp lpd`il`idjmp |}m bdlkulwlj*

Mb mpuwis} cm mpsm hw}ud ulpl udw pmw mj mb n}s}wd mb

@dkis @djo}jsd cm bl Ijc}pswil*

@dkd uwikmw aisd mj mb simkud mb hw}ud cmplwwdbbl mbuwmpmjsm bigwd cm G}mjlp uw`si`lp cm bl kmci`ij cm

3

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

5/24

=

l}cimj`ilp cihislbmp" `}yd dgomsi~d mp pmw }j cd`}+kmjsd bd p}ni`imjsmkmjsm `dkubmsd y nbmqigbm ulwlumwc}wlw mj mb simkud |}m piw~l cm wmnmwmj`il mj blkmci`ij*

UWIJ@IUIDP HMJMWLBMP

Bl kmci`ij cm l}cimj`ilp cihislbmp cmgmw h}ilwpmudw bdp pih}imjsmp uwij`iuidp hmjmwlbmp gpi`dp?

@djpmjpd? l`dwclcl udw sdcdp bdp l`sdwmp cmb kmw`l+cd" mj mpum`ilb udw bdp cdp hwljcmp lhmjsmp u}gbi`isl+widp" `dkuwlcdwmp y ~mjcmcdwmp*

Pdb~mj`il y ~ilgibiclc? |}m `}mjsm `dj }jl glpm s`+ji`l p}ni`imjsm" glod mb `djpmjpd ljsmp kmj`idjlcd"|}m c wmpulbcd l p}p kmci`idjmp y umwkisl mb ljbipipudwkmjdwizlcd cm p} ijndwkl`ij* Lcmkp" cmgm pmw~ilgbm mj p} cmplwwdbbd" cm slb ndwkl |}m p} lubi`l`ijwmlb `dwwmpudjcl `dj mb klw`d smwi`d cm p} cipmd*

Swljpulwmj`il? lgimwsl l bl l}cisdwil cm p}p }p}lwidpy l p}p uwdu}mpslp `djpmjp}lclp" `dkd p}ni`imjsm+kmjsm pm mqubi`isl mj p}p `lwl`smwpsi`lp kmsdcdbhi+`lp*

Lclusl`ij lb kmw`lcd bd`lb? p}p kmci`idjmp" ~lwil+gbmp m ijci`lcdwmp cmgmj lcluslwpm l blp jm`mpiclcmpcmb kmw`lcd mpuldb* Lpikipkd" cmgm `djslw `dj

wm`}wpdp |}m umwkislj dnwm`mw }j pmw~i`id lcm`}lcd lblp jm`mpiclcmp s`ji`lp" `dkmw`ilbmp y cm cmplwwdbbdcmb kmw`lcd*

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

6/24

U}gbi`islwil? lcmkp cm pmw bl wmnmwmj`il cmb `djp}kdcm bdp kmcidp cihislbmp" cmgm mpslw dwimjslcl l pmw~iwblp jm`mpiclcmp cmb kmw`lcd u}gbi`islwid*

]ji`iclc? |}m piw~l ulwl bl cmsmwkijl`ij cm blkdjmcl ji`l cm ijsmw`lkgid `dkmw`ilb mj mb kmw`l+

cd u}gbi`islwid" cm l`}mwcd l blp `lwl`smwpsi`lp cmsl+bblclp mj mb uwmpmjsm cd`}kmjsd*

Mp uwm`ipl bl `wml`ij cm }j @dkis cm ]p}lwidp"whljd hlwljsm cmb `}kubikimjsd cm bdp Uwij`iuidpHmjmwlbmp* Mpsm `dkis cmgmw p}umw~iplw lcmkp mb`dwwm`sd cmplwwdbbd cm bl dumwl`ij cm kmci`ij* Blpcm`ipidjmp cm mpsm `dkis cmgmj pmw mom`}si~lp y

lubi`lgbmp l bl kmci`ij" pimkuwm y `}ljcd jd ~lylj`djswl p} pdb~mj`il s`ji`l*

Mb @dkis cm ]p}lwidp mpslw ndwklcd udw wmuwmpmj+sljsmp cm bdp lhmjsmp cmb kmw`lcd glod bdp uwij`iuidpcm wmuwmpmjslsi~iclc y `djpmjpd* Pm wmh}blw ijsmw+jlkmjsm l swl~p cm }j wmhblkmjsd cm l`s}l`ij*

Lcmkp cm mpsdp uwij`iuidp hmjmwlbmp pm cmslbblj l`djsij}l`ij bdp u}jsdp jm`mplwidp |}m cmgm `djsmk+ublw bl kmci`ij*

]JI^MWPD CM KMCI@IJ

@}ljcd algblkdp cm }ji~mwpd cm mps}cid |}mwmkdp

wmklw`lw bl mqipsmj`il cm }j cdgbm ljbipip?

Mb }ji~mwpd sdslb cm mps}cid cmgm pmw mb sdslb cm bludgbl`ij wmpicmjsm mj Mpull*

>

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

7/24

8

Mb }ji~mwpd cm ijsmwjl}slp? Mjsmjcmkdp udw ijsmwjl}+slp ijci~ic}dp |}m alylj l``mcicd l Ijsmwjms lb kmjdpmj mb bsikd ld*

Pi gimj mp uwm`ipd wm`dhmw bl ijndwkl`ij ulwl sdslbudgbl`ij" `wmmkdp wm`dkmjclgbm |}m bl `}ljsini`l+

`ij cmb }ji~mwpd ulwsl cm ijci~ic}dp klydwmp cm `}l+swd ldp" kdkmjsd mj mb |}m mb jid mjswl mj mb pip+smkl mc}`lsi~d mpsjclw*

Mpsl cmniji`ij cm }ji~mwpd pm lo}psl l blp jm`mpicl+cmp cmb kmw`lcd u}gbi`islwid mpuldb" pimjcd p} wmnm+wmjsm ikuwmp`ijcigbm* Udw dswd blcd" clclp blp `lwl`+smwpsi`lp uwduilp cmb kmcid cihislb" mqipsmj clsdp cm

swni`dp uwd`mcmjsmp cmb wmpsd cmb k}jcd `}yl wm`d+hicl mp wmbm~ljsm ulwl `}ljsini`lw bdp swni`dp sdslbmpcm bdp `djsmjicdp cihislbmp" l}j `}ljcd jd mjswmj mjbl cmniji`ij cm }ji~mwpd clcl ljsmwidwkmjsm*

Mj lkgdp `lpdp bdp }ji~mwpdp simjmj |}m mpslw `djpmj+p}lcdp udw mb kmw`lcd" }sibizljcd wmnmwmj`ilbmp pbi+cdp `dkd? @mjpd IJM" MHK d MHK Jidp mjswm dswdp*

Sdslb udgbl`ijIjci~ic}dp pdgwm bdp|}m ~lkdp l mqswl+

udblw bdp wmp}bslcdpulwl smjmw }jl ~ipijhbdglb

Glpm cm ijci~ic}dp

pdgwm bdp |}m ~lkdpl wmlbizlw kmci`ij

Ijsmwjl}slp

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

8/24

]JICLCMP GPI@LP CM KMCI@IJ

Mb dgomsi~d mp kmciw ijci~ic}dp cmpcm cdp ~mwsimjsmp?

bl `}ljsini`l`ij cm bdp kipkdp y p}p `dkudwsl+kimjsdp*

Ulwl mb `djd`ikimjsd cm bdp `dkudwslkimjsdp" ycmgicd l blp `lwl`smwpsi`lp cmb kmcid cihislb" mpikuwmp`ijcigbm bl gp|}mcl cm `dj~mwhmj`il cm blpkmci`idjmp `mjplbmp !`dj lbsd udsmj`ilb ulwl uwdudw+`idjlw clsdp cm `dkudwslkimjsdp k}y cmplhwmhlcdp)y k}mpswlbmp !wmbm~ljsmp l bl adwl cm icmjsini`lw l bdpijci~ic}dp y p}p `lwl`smwpsi`lp)*

Udw }j blcd" mp n}jclkmjslb kmciw bdp ijci~ic}dp |}mmjswlj mj `djsl`sd `dj mb kmcid y bl nwm`}mj`il `djbl |}m l``mcmj" cm kljmwl |}m pm u}mclj `lb`}blw blppih}imjsmp }jiclcmp gpi`lp cm kmci`ij?

@dgmws}wl? Jkmwd cm ijci~ic}dp cinmwmjsmp |}mmjswlj mj `djsl`sd `dj }j kmcid d pdudwsm cmsmwki+jlcd*

Simkud cm `djp}kd? Sdslb cm simkud |}m }j ijci~i+c}d mps mj `djsl`sd `dj mb kmcid*

L}cimj`il Kmcil? Uwdkmcid cm ijci~ic}dp |}m mjswljmj `djsl`sd `dj mb kmcid smjimjcd mj `}mjsl p} simk+

ud cm `djp}kd*

Nwm`}mj`il? Jkmwd cm ~m`mp |}m }j ijci~ic}d al`djsl`slcd `dj }j kmcid d pdudwsm*

1

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

9/24

L slbmp mnm`sdp pm mjsimjcm udw `dkudwslkimjsd jdpbd mb swni`d d pm`}mj`il cm `djp}kdp" pijd slkgijbl ijsmwl``ij `dj mb kmcid*

JI^MBMP CM KMCI@IJ

Mb `djp}kd cm kmcidp cihislbmp mp }j nmjkmjd cij+ki`d mj mb |}m pm mpslgbm`m }j `djsl`sd ijsmwl`si~dmjswm }j }p}lwid y }jl pmwim cm `djsmjicdp dwcmjlcdpcm l`}mwcd `dj bl mpsw}`s}wl cm `lcl kmcid*

@dj mbbd" swmp pdj bdp nl`sdwmp |}m cmgmkdp `djswdblwy kmciw?

Mb uwduid `djp}kicdw y p}p `lwl`smwpsi`lp

Bl pm`}mj`il cm `djsmjicdp `djp}kicl

Bl pm`}mj`il smkudwlb cm mpsm `djp}kd*

Mj wmbl`ij `dj mb `djp}kicdw" mj dswd u}jsd cm mpsm

cd`}kmjsd yl pm uwdudjmj ~lwilgbmp l kmciw y }jicl+cmp l mblgdwlw `dj mpl kmci`ij*

@dj wmpum`sd l blp pm`}mj`ilp cm `djsmjicdp y smk+udwlb" ulwm`m ikuwmp`ijcigbm swlglolw `dj }jl omwlw+|}izl`ij cm simkud y `djsmjicd |}m umwkisl mblgd+wlw }jiclcmp cm kmcicl udw `djsmjicd y slkgij udwsimkud" `dj bl udpigibiclc cm `w}zlw lkgdp `wismwidp

ulwsimjcd cm bl kqikl cmplhwmhl`ij? l}cimj`il cm`lcl `djsmjicd ji`d" l}cimj`il udw pmh}jcd yl}cimj`il udw pmh}jcd y `djsmjicd ji`d*

9

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

10/24

Hwni`lkmjsm udcwl wmuwmpmjslwpm cmb pih}imjsmkdcd?

Mj `}ljsd l blomwlw|}izl`ij cm bdp momp cm simkud y`djsmjicd" mb uwikmwd ulwm`m cm n`ib cmniji`ij"u}mpsd |}m mb simkud pm kicm algis}lbkmjsm udwlhwmhl`ij cm }jl }jiclc kjikl !pmh}jcdp) y `dj}jl omwlw|}l `dkjkmjsm l`muslcl !kij}sdp" adwlp"

clp" ms`)* @dj mbbd" ulwm`m cm bhi`l swlglolw mj mbmom smkudwlb cm mpslp kmci`idjmp `dj mb pmh}jcd

Pmh}jcd

Kqiklcmplhwmhl`ij

@djsmjicd ji`d

Ljbipip l }j mom?pm`}mj`il cm`djsmjicdp jl~mhlcdpcm }j }p}lwid d~db}kmj cm jl~mhl`ijudw umwidcd*

Mqumwimj`il cmb }p}lwid

Ljbipip l cdp momp?pm`}mj`il `wdjdbhi`lcm `djsmjicdpjl~mhlcdp mj `lclumwidcd*

Pd`idcmkdhwni`dpHmdhwni`dpSm`jdbhi`dp

^ipsl

Ciwm`sdwidPm``ij

PisidPdudwsm

Hw}ud

Mom`dkudwslkimjsd

Mom cm`djsmjicdp

Uhijl

Kij}sd

Adwl

Cl

Kmp

Ld

Sdslb

Pmkljl

Cm`ipij mkuwmplwilb $`dkmw`ilb

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

11/24

`dkd }jiclc kjikl y `dj lhwmhl`idjmp lc ad` |}mpihlj bl omwlw|}l `dkjkmjsm l`muslcl*

Bl ji`l cmwi~l`ij cm mpsl omwlw|}l udcwl pmw mb

mpslgbm`ikimjsd cm nwljolp mpum`ni`lp cmb cl" bd `}lbcmgmwl wmlbizlwpm mj `lpd cm pmw }j mbmkmjsd cm }pd

ugbi`d+ udw `djpmjpd mjswm kmcicdwmp y }p}lwidp cmblp kmci`idjmp* Bd |}m p cmgmwl umwkisiwpm cm ndwklmpsljclwizlcl mp bl `djp}bsl cm l}cimj`ilp mj ijsmw~l+bdp smkudwlbmp umwpdjlbizlgbmp udw mb }p}lwid cm blamwwlkimjsl cm kmci`ij*

Momkubd? `djp}bslw bl l}cimj`il cm }jl uhijl mjswmblp

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

12/24

Mj `}lb|}imwl cm bdp cdp `lpdp" mp ikumwlsi~d |}mmqipslj `wismwidp `blwdp y dgomsi~dp ulwl omwlw|}izlw`djsmjicdp cm kdcd |}m pmlj `dkulwlgbmp mjswm p bdp`djsmjicdp mqipsmjsmp mj `lcl `lsmhdwl*

Mj sdcd `lpd" mb `wismwid gpi`d cmgm pmw bl mqumwimj+

`il cmb }p}lwid*

Lp" `dkd u}jsd cm ulwsicl cm mpsl omwlw|}l cmgmkdpwm`dkmjclw `}b mp bl }jiclc kjikl cm kmci`ij?

+ @djsmjicd ji`d? l|}mb `djsmjicd" cmb siud |}m pml"|}m mp dnwm`icd `dkd }jl }jiclc ijpmulwlgbm y |}mjd mp udpigbm `djsl`slw cm kdcd ulw`ilb d nwlhkmjsl+

cd plb~d udw ijsmw~mj`ij cm }j smw`mwd |}m bd klji+u}bm*

+ Uhijl? `djsmjicd ji`d d lhwmhl`ij cm `djsmjicdpji`dp |}m lulwm`mj ljsm mb }p}lwid `dkd }jl ji`ldnmwsl pik}bsjml mj mb simkud `dj }jl ]WB ji`l ymqsmjpi~l cm bl ]WB cm p} pm``ij y pdudwsm*

Momkubd? bl lhwmhl`ij cm bl dnmwsl pik}bsjml cm~icmdp" l}cidp" lubi`l`idjmp y smqsdp mjhbdglcdp mj bludwslcl cm }j cilwid6 bl lhwmhl`ij cm bl `lol cm gp+|}mcl y bdp kmjp cm bl udwslcl cm }j g}p`lcdw*

Uwdudjmkdp |}m l bl }jiclc kjikl pm bl cmjdkijmmj lcmbljsm ^IPSL*

]jl ^IPSL icmjsini`lw lp l `}lb|}imw siud cm `djsm+jicd `djp}kigbm? }jl uhijl cm `djsmjicdp pmwl }jl}jiclc kjikl ^IPSL `dkd `djnih}wl`ij cm `djsm+

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

13/24

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

14/24

smjicd `dkd l bl |}m ulwm`m `djpdbiclwpm `dj ~ipslplb n}s}wd u}gbi`iclc ijsmhwlcl mj mb `djsmjicd*

+ Ciwm`sdwid? lhwmhlcdw cm uhijlp |}m mpsj glod mbkipkd ciwm`sdwid cm }jl ]WB*

+ Pm``ij? lhwmhlcdw cm uhijlp y$d ciwm`sdwidp icmj+sini`lgbmp udw mb }p}lwid `dkd ulwsmp cm }jl lhw}ul+`ij smksi`l" yl pml udw mbmkmjsdp hwni`dp `dk}jmp!bdhdsiudp" `lgm`mwlp" klj`amslp) d ~l kmjp cm

jl~mhl`ij*

Momkubd* ]jl pm``ij cm KPI@L cm }j UDWSLB u}mcmmpslw `dku}mpsl udw }j ciwm`sdwid |}m `djsimjm bl

dnmwsl ijndwklsi~l !jdsi`ilp" mjswm~ipslp" wmudwsl+omp)" kp dswd ciwm`sdwid mj mb |}m mps bl dnmwsll}cid~ip}lb !~icmd`biup" wlcid" cmp`lwhlp) y kp dswdciwm`sdwid mj mb |}m mps bl dnmwsl cm `dk}jiclc!ndwdp" `als)*

+ Pisid? lhwmhlcdw cm pm``idjmp* Icmjsini`lgbm udw|}msdclp p}p ]WBp ulwsmj cm }j kipkd cdkijid" yl pml

mj kdcd ciwm`sdwid d p}gcdkijid*

Momkubd?Cdkijid? xxx*udwslb*`dkCiwm`sdwid? xxx*udwslb*`dk$jdsi`ilpP}gcdkijid? xxx*cmp`lwhlp*udwslb*`dk

Mj mpsm u}jsd" bl omwlw|}l lgljcdjlwl mb kgisd cm

bl mqumwimj`il cmb }p}lwid bl wmhbl gpi`l alpsl ladwly mb kgisd wm`dkmjclgbm cm lhwmhl`ij ugbi`l ympsjclw ulwl mjswlw mj }jl omwlw|}l glplcl mj blp

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

15/24

lhwmhl`idjmp udw jm`mpiclcmp `dkmw`ilbmp !pisidp cm`dkmw`ilbizl`ij `djo}jsl) d mkuwmplwilbmp !pisidp~ij`}blcdp l``idjlwilbkmjsm)*

Cm l|} mj lcmbljsm" bl bhi`l cmgm pmw bl mkuwmplwilbd `dkmw`ilb" ijcmumjcimjsmkmjsm cm blp lhwmhl`idjmp

|}m u}mclj wmlbizlwpm l ss}bd ulwsi`}blw hwl`ilp l blmqipsmj`il cm clsdp cmplhwmhlcdp y cm amwwlkimjslp|}m umwkismj mb cipmd cm lhwmhl`idjmp l cip`wm`ijcmb }p}lwid* Cmgm wmklw`lwpm mj mpsm u}jsd bl ikudw+slj`il cm kljsmjmw cipudjigbmp mpdp clsdp cmplhwm+hlcdp glplcdp mj blp }jiclcmp kjiklp cm bdp mompmqu}mpsdp `dj ljsmwidwiclc*

Jd wm`dkmjcljcd mb }pd ugbi`d cm mpslp lhwmhl`id+jmp lomjlp l bl mqumwimj`il cmb }p}lwid `dkd lhwmhl+`idjmp cm l}cimj`il" mb am`ad cm |}m yl mqipslj mjlbh}jlp n}mjsmp cmb kmw`lcd wm`dkimjcl p} wmh}bl+`ij glod `wismwidp }jindwkmp `dkd? mqipsmj`il cm}jl klw`l `dkmw`ilb wmhipswlcl !wmhipswd cm klw`lp dwmhipswd kmw`ljsib cm `dkull) |}m u}mcm `djsmjmw}jd d ~lwidp pisidp !udw bd sljsd `dj }jl d ~lwilp ]WBp)

y |}m u}mcm icmjsini`lwpm udw mb }p}lwid y udw mb lj}j+`iljsm `dkd }jl dnmwsl cm `djsmjicdp y `dkmw`ilb `dj

icmjsiclc uwduil y cinmwmj`ilcl*

Sdcl mpsl cmniji`ij omww|}i`l simjm }j dgomsi~d `blwl+kmjsm `dkmw`ilb? h}ilw lb lj}j`iljsm d lb ubljini`lcdwmj p} sdkl cm cm`ipidjmp u}gbi`islwilp* Udw sljsd" }jlwm`dkmjcl`ij wmbm~ljsm mp |}m blp l}cimj`ilp uwdudw+

`idjlclp udw bdp cipsijsdp mkublzlkimjsdp `dkmw`ilbi+zlcdp pm `dwwmpudjclj `dj blp cm mpsdp `djsmjicdpkmcicdp" cm kdcd |}m" u}gbi`islwilkmjsm algbljcd"piw~l cm lbhd `djslw `dj p} kmci`ij*

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

16/24

Bl udpigbm `lsmhdwizl`ij smksi`l cm bdp pisidp|}mcl umjcimjsm cm bl `djpicmwl`ij cmb `dkis cm}p}lwidp* Jd mp ikuwmp`ijcigbm bl `blpini`l`ij cm bdppisidp udw p} smksi`l" jd pimjcd jm`mplwid ulwl blpcm`ipidjmp `dkmw`ilbmp d mcisdwilbmp*

DWIHMJ CMB @DJP]KD

Mb pipsmkl cmgm umwkisiw dgsmjmw blp kmciclp gpi`lpcm `djp}kd cmb kmcid smjimjcd mj `}mjsl mb dwihmjcm bdp l``mpdp" cm slb ndwkl |}m pml wmuwmpmjslsi~dcm `lcl }jl cm blp cipsijslp du`idjmp y cm bdp cipsij+sdp `djci`idjljsmp |}m smjhlj d u}mclj iw p}whimjcd*

Lcmkp" mpsl wmuwmpmjslsi~iclc simjm |}m `djpicmwlwmb `djp}kd `w}zlcd |}m pm uwdc}`m mjswm `lcl }jl cmblp du`idjmp cm l``mpd" pimjcd udpigbm mb ljbipip udw+kmjdwizlcd cm `lcl }jd cm bdp `w}`mp*

@dkd du`idjmp cm l``mpd pm mjsimjcmj?

l) Cipudpisi~d" mjsmjcicd `dkd ublslndwkl cm l``m+

pd l swl~p cm bl `}lb bdp ijci~ic}dp l``mcmj lb kmcid!Dwcmjlcdw" Smbndjd K~ib" UCL" ^cmd `djpdbl"Smbm~ipdw)*

g) Lubi`l`ij cmpcm bl |}m pm dwihijl bl `djmqij!jl~mhlcdw" amwwlkimjsl cm `dwwmd mbm`swji`d" kmj+plomwl ijpsljsjml)" sljsd blp l`s}lbmp `dkd blp |}mu}cimwlj p}whiw mj }j n}s}wd*

`) Dwihmj cm bl `djmqij" cipsijh}imjcd mjswm mpul`idnpi`d y zdjl hmdhwni`l `dkd blp cdp ~lwilgbmp |}mcmsmwkijlwj bl bd`lbizl`ij cmb ijci~ic}d*

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

17/24

Pm mjsimjcm `dkd mpul`id npi`d mb adhlw" swlglod$+dni`ijl" `mjswd cm mps}cidp$}ji~mwpiclc" dswdp

Y `dkd zdjl hmdhwni`l d hmdbd`lbizl`ij" mb u}jsdhmdhwni`d mj mb |}m pm mj`}mjswl mb ijci~ic}d |}ml``mcm lb kmcid*

Sljsd udw p} `lwl`smwpsi`l cm b}hlw k~ib" |}m `dj+

ci`idjlw bdp wmp}bslcdp" `dkd udw bdp l~lj`mp |}m pmmpsj wmlbizljcd mj mpsm pmjsicd" pm wm`dkimjcl }jmps}cid cmslbblcd cm mpsl ~lwilgbm mj mb kdkmjsd cmp} lubi`l`ij mj mb pipsmkl*

Momkubdp? ]jl umwpdjl `djm`slcl cmpcm mb swlglod mj

Klcwic? Mpul`id npi`d Swlglod+_djl hmdhwni`l?Klcwic

c) Pipsmkl cm cipswig}`ij" mjsmjcicd `dkd mb siudcm `djmqij !bjml smbmnji`l" `lgbm" plsbism"xini)

@LWL@SMWPSI@LP CM BL L]CIMJ@IL@lwl`smwpsi`lp gpi`lp cm bl l}cimj`il

Mb pipsmkl cm kmci`ij cmgm umwkisiw ljlbizlw blp }ji+clcmp gpi`lp" ulwl blp pih}imjsmp ~lwilgbmp*

^lwilgbmp cmb ijci~ic}d?

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

18/24

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

19/24

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

20/24

g) @djp}kd cm Uwdc}`sdp? cmslbbljcd lb kmjdp bl`lsmhdwl cm uwdc}`sdp y pi mp udpigbm bl klw`l cmbuwdc}`sd `djp}kicd* Slkgij mp ijsmwmpljsm `djd`mwbl nwm`}mj`il cm `djp}kd y mb wmpudjplgbm cm bl cm`i+pij cm `dkuwl*

`) @lwl`smwpsi`lp l`sis}cijlbmp y mpsibdp cm ~icl?~lwilgbmp wmblsi~lp l l`sis}cmp" agisdp" uwmnmwmj`ilp"duijidjmp y h}psdp cmb ijci~ic}d*

Bl cmniji`ij" `blpini`l`ij y uwidwizl`ij cm mpslp~lwilgbmp pmw wmpudjplgibiclc cmb @dkis cm]p}lwidp" |}m pm mj`lwhlw cm p} mpsljclwizl`ij wmp+um`sd l blp uwij`iulbmp n}mjsmp cm ijndwkl`ij cmb

kmw`lcd mpuldb*

PIPSMKL CM MQUBDSL@IJ CM CLSDP

Bl kmci`ij cihislb wm|}imwm cm }j pipsmkl cm mqubd+sl`ij cm clsdp mni`imjsm" nbmqigbm y ulwlkmswizlgbmulwl lsmjcmw l blp cinmwmjsmp jm`mpiclcmp cm bdp }p}l+

widp* Mb pipsmkl cm mqubdsl`ij cmgmw smjmw blppih}imjsmp `lwl`smwpsi`lp?

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

21/24

0*+ Mb pipsmkl cmgm cipudjmw cm ~ipigibiclc k}mpswlbcm kdcd |}m pm u}mcl wmlbizlw bl `djp}bsl umwkljmj+sm cm bl glpm k}mpswlb pdgwm bl |}m alj picd wmlbizl+cdp bdp ijndwkmp*

3*+ Lpikipkd cmgmw udpigibislw bl `djp}bsl cm clsdp

aipswi`dp" smjimjcd mj `}mjsl |}m mb cmplwwdbbd sm`+jdbhi`d dnwm`m pdb}`idjmp |}m jd cmgmj p}udjmw }jpdgwm`dpsm mj mb pmw~i`id*

=*+ Mb pipsmkl cmgm ij`dwudwlw uwdhwlklp cm uwdglgi+bizl`ij y ubljini`l`ij u}gbi`islwil |}m umwkisljwmlbizlw ljbipip" m~lb}l`idjmp y dusikizl`idjmp cm`lkull*

>*+ Cmgm nl`ibislw mb `w}`m cm bl ijndwkl`ij cm wmp}b+slcdp cm `lkull l swl~p cm lc pmw~mwp" `dj bdpwmp}bslcdp cm l}cimj`il cmb umwidcd ljlbizlcd*

8*+Cmgm umwkisiw bl `wml`ij cm hw}udp cm }p}lwidppmhj p}p `lwl`smwpsi`lp pd`idcmkdhwni`lp" l`sis}ci+jlbmp y$d cm `djp}kd*

1+ Cmgm umwkisiw bl `wml`ij cm hw}udp cm }p}lwidp dpisidp$pdudwsmp*

Mb @dkis cm ]p}lwidp pmw mb whljd |}m ~mbm udw mb`}kubikimjsd y cmplwwdbbd cm blp `lwl`smwpsi`lp kmj+`idjlclp lp `dkd udw p} lclusl`ij l blp jm`mpiclcmpcmb kmw`lcd*

7

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

22/24

GDBMSJC

M

P]P@WIU

@IJ

@$ Nmwwlz"

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

23/24

@}lcmwjdp cm `dk}ji`l`ij Ijsmwl`si~l

]jl `dbm``ij mcislcl udw?

Mj `dblgdwl`ij `dj?

Mcisl? MCIUD P*L*

U}gbi`iclc? Mjwi|}m Klwsjmz 9< =35 51

7/30/2019 Volumen 7 del libro blanco sobre la Medicion Audiencias Digitales

24/24