{"id":12437,"date":"2024-08-26T09:42:17","date_gmt":"2024-08-26T14:42:17","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=12437"},"modified":"2024-08-26T09:42:17","modified_gmt":"2024-08-26T14:42:17","slug":"coca-cola-lidera-la-inversion-publicitaria-del-sector-bebidas-refrescantes-en-2023","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/coca-cola-lidera-la-inversion-publicitaria-del-sector-bebidas-refrescantes-en-2023\/","title":{"rendered":"Coca-Cola lidera la inversi\u00f3n publicitaria del sector \u00abBebidas Refrescantes\u00bb en 2023"},"content":{"rendered":"<p>Los refrescos son uno de los productos m\u00e1s consumidos en el d\u00eda a d\u00eda. Incluso, se estima que en 2022, un espa\u00f1ol medio consumi\u00f3 un total de 36,9 litros de refrescos, demostrando la popularidad de estos productos entre los consumidores. Esta popularidad tambi\u00e9n se ve reflejada en su presencia publicitaria, y es que en el \u00faltimo a\u00f1o la apuesta del sector de\u00a0<strong>\u00abBebidas refrescantes\u00bb\u00a0<\/strong>creci\u00f3 en un 3,17% con respecto al a\u00f1o anterior.<\/p>\n<p>En 2023,\u00a0la inversi\u00f3n publicitaria\u00a0de los principales anunciantes del sector\u00a0<strong>\u00abBebidas refrescantes\u00bb<\/strong>\u00a0experiment\u00f3 un periodo de crecimiento, alcanzando los\u00a0<strong>59,1 millones de euros<\/strong>, frente a los 57,3 millones registrados\u00a0en el a\u00f1o anterior, seg\u00fan los datos de InfoAdex que recoge la revista Anuncios.\u00a0<strong>Lo que equivale a un incremento del 3,17%.<\/strong><\/p>\n<p><strong>Coca-Cola\u00a0<\/strong>se corona una vez m\u00e1s como el l\u00edder absoluto del ranking, siendo el anunciante con mayor inversi\u00f3n publicitaria del sector. En 2023 Coca-Cola cuenta con un dato de 25.7 millones de euros, un importante descenso frente a los 34,8 millones de euros invertidos en 2022. Si bien esto supone casi la mitad de lo destinado a medios por las compa\u00f1\u00edas de la industria de Bebidas Refrescantes, el dato\u00a0<strong>refleja una disminuci\u00f3n del -26,17% en materia de inversi\u00f3n<\/strong>, lo que es igual a 9.26.485 euros menos.<\/p>\n<p>Por su parte,\u00a0<strong>Pepsico\u00a0<\/strong>registra 4.6 millones de euros en 2023, frente a los 1.5 millones del a\u00f1o anterior, pasando del d\u00e9cimo puesto del ranking al segundo por volumen de inversi\u00f3n. De esta forma, la marca registra un aumento del 194,69% en su apuesta publicitaria.\u00a0<strong>Suntory Beverage,\u00a0<\/strong>grupo propietario de marcas como Schweppes o La Casera, completa el Top 3 con una inversi\u00f3n de 4,1 millones de euros, mismo dato que en el ejercicio anterior.<\/p>\n<h3 class=\"wp-block-heading\">Inversi\u00f3n publicitaria del sector \u00abBebidas refrescantes\u00bb en 2023<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-941629\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX.jpg\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX.jpg 1200w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX-850x850.jpg 850w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX-768x768.jpg 768w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX-100x100.jpg 100w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/08\/Bebidas-Refrescantes-INFOADEX-164x164.jpg 164w\" alt=\"Bebidas Refrescantes INFOADEX\" width=\"1200\" height=\"1200\" \/><\/figure>\n<p><strong>Calidad Pacual\u00a0<\/strong>tambi\u00e9n aument\u00f3 su apuesta por la publicidad, con un dato de 3.4 millones de euros, frente a los 1.8 millones invertidos en 2022, firmando un incremento del 81,22% en el apartado publicitario.<\/p>\n<p>Cabe destacar los casos de marcas como\u00a0<strong>Eneryeti<\/strong>\u00a0o\u00a0<strong>Komvida Kombucha,\u00a0<\/strong>que registran un crecimiento exponencial en un periodo de tan solo un a\u00f1o. La marca de bebidas energ\u00e9ticas destin\u00f3 a medios controlados un total de 1.9 millones de euros, con un incremento del 641,01%, mientras que la marca de Kombuchas, que destin\u00f3 en 2022 poco m\u00e1s de 41 mil euros a la publicidad, en 2023 reforz\u00f3 su apuesta por el sector y destin\u00f3 m\u00e1s de 1.9 millones de euros (+4560,45%).<\/p>\n<p>Por su parte, otras marcas que conforman el ranking, como\u00a0<strong>Red Bull<\/strong>\u00a0(-14,25%),\u00a0<strong>Viva Aqua<\/strong>\u00a0(-16,95%),\u00a0<strong>Premium Mix\u00a0<\/strong>(-24,49%) y\u00a0<strong>Aguas Sol\u00e1n de Cabras<\/strong>\u00a0(-15,43%) evidenciaron un descenso en su inversi\u00f3n con respecto al a\u00f1o anterior.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/infoadex-inversion-publicitaria-bebidas-refrescantes-2023<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los refrescos son uno de los productos m\u00e1s consumidos en el d\u00eda a d\u00eda. Incluso, se estima que en 2022, un espa\u00f1ol medio consumi\u00f3 un total de 36,9 litros de refrescos, demostrando la popularidad de estos productos entre los consumidores. Esta popularidad tambi\u00e9n se ve reflejada en su presencia publicitaria, y es que en el [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":12438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola lidera la inversi\u00f3n publicitaria del sector &quot;Bebidas Refrescantes&quot; en 2023 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/coca-cola-lidera-la-inversion-publicitaria-del-sector-bebidas-refrescantes-en-2023\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca-Cola lidera la inversi\u00f3n publicitaria del sector &quot;Bebidas Refrescantes&quot; en 2023 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Los refrescos son uno de los productos m\u00e1s consumidos en el d\u00eda a d\u00eda. Incluso, se estima que en 2022, un espa\u00f1ol medio consumi\u00f3 un total de 36,9 litros de refrescos, demostrando la popularidad de estos productos entre los consumidores. Esta popularidad tambi\u00e9n se ve reflejada en su presencia publicitaria, y es que en el [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/coca-cola-lidera-la-inversion-publicitaria-del-sector-bebidas-refrescantes-en-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-26T14:42:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2024\/08\/Captura-de-pantalla-2024-08-23-112306.png\" \/>\n\t<meta property=\"og:image:width\" content=\"776\" \/>\n\t<meta property=\"og:image:height\" content=\"435\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Marketing Zone Icesi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" 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