Estudio del rating y su efecto en el mercado publicitario

Abstract

The study of the rating in large audiences allows optimizing more effectively the use of communication resources in companies or organizations. The main purpose of the research is to carry out a study of the rating in the advertising market in the radio stations of the Quevedo canton, specifically it was sought to identify and analyze the advertising supply and demand and the importance of the rating in the labor market in the radio stations of the area. . In the exploratory qualitative research, the inductive-deductive method was used, explaining the nature of the phenomenon from the particular to the general; Using focus group techniques and observation, the field work consisted of semi-structured interviews with officials in the eleven radio broadcasters and nine representatives of private companies in the territory, whose data, tabulated and validated, supports effective decision-making. Among the most relevant findings, it was obtained that rating studies benefit the labor market, since they allow private companies to schedule their advertisements at times of greater reach, which affect the increase in the economic income of both parties. In conclusion, having a rating measurement system that is integrated into the business model of radio broadcasters is a key element of success in organizations that are constantly learning.