Television is the medium with the highest advertising investment

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Specialised media , which are supposed to have the capacity for critical judgement and whose obligation is to transmit the truth, in the clearest possible way, to their audience, should not simply reproduce the information that has been sent to them. However, many times these specialised media, when they receive the figures from, say, Infoadex, do not comply with what is expected of them, that rigour with the information.

Nor do they comply when they publish the list of real mobile phone numbers database EGM data, which analyses the penetration, investment, coverage, profile and even the general audience of the different advertising media. These are really important data that provide information about each medium.

Changes in media groups
This is not to say that the data provided is not good. But it is obvious that (for whatever reason) it has not been well grouped for some time . The nature of the media is changing rapidly and, although this change is not always easy to digest when translating it into an objective report, it is obsolete to consolidate media as absolutely diverse as 'Search', 'Websites' and 'Social Networks' under the heading 'Internet' or 'Digital' .

It would be like combining those that are (only in part, now) printed on paper under the name 'Paper' or 'Graphic'. If we did it like that we would have to add 'Newspapers', 'Magazines', 'Sundays', 'Foreign'... Wouldn't that seem absurd? Well, the same thing happens when we say 'Digital'. It is also absurd, of course, to use 'Websites' as an immense catch-all in which very different media appear mixed together. But this is already for a note and we will leave it for another article.