Editorial 460: ¿Cómo se construye el ranking P&M?
El ranking P&M es un producto editorial que cada año cobra mayor relevancia. Por esta razón, nuestro empeño se centra en mejorar el compendio y el análisis de la información que presentamos.
En razón de este ideal, desde 2018 quisimos abarcar más, con la publicación de un ranking de 300 empresas. Este año, fuimos más allá, no tanto por el número de empresas enlistadas, sino por la información recopilada. Gracias a unos ajustes en la metodología, logramos extraer mayor información de fuentes públicas como la Superintendencia de Sociedades y las Cámaras de Comercio, a la cual sumamos la información tomada de los estados financieros que, amablemente, varias empresas del sector nos hacen llegar para construir este ranking.
Al respecto, vale la pena destacar los criterios con los cuales construimos el ranking P&M de las empresas de la comunicación:
1. Los datos se toman, principalmente, de fuentes públicas de información, como los reportes de estado de resultados integral (ERI) y estado de situación financiera (ESF) que las compañías envían la Superintendencia de Sociedades, por obligación, o a las Cámaras de Comercio, para renovar su matrícula mercantil.
2. Extraemos las bases de datos correspondientes a las actividades económicas que más se corresponden con el sector, clasificadas según el Código Internacional Industrial Uniforme (CIIU). A la fecha, el compendio de empresas que hacen parte de este ranking proviene de un conjunto de más de 50 códigos CIIU consultados.
3. Algunas empresas del sector reportan su actividad económica con códigos CIIU muy diferentes. Por ende, cuando una empresa del sector no aparece en las bases de datos extraídas, realizamos una consulta manual en todas las fuentes.
4. Si no encontramos la información, solicitamos la documenta- ción directamente a cada compañía. Algunas (muy pocas) se han negado a compartirla.
5. Clasificamos las empresas del sector en 9 subsectores, en razón del tipo de servicios de mercadeo y comunicaciones que proveen, de la siguiente manera:
a. Medios de comunicación: compañías que se dedican al posicionamiento de sus propios canales y plataformas de información, entretenimiento o contenidos. Diferenciamos un medio de una plataforma (como una red social) en que el primero produce contenido con su propio sello.
b. Agencias: las que proveen los servicios integrales estratégicos de comunicación e incluyen en las decisiones de las marcas sobre los demás proveedores.
c. Agencias de productos y servicios relacionados con la promoción y activación (promo y activación): compañías enfocadas en construir mar- ca y llevar al consumidor a la acción. Según la referencia de la Association of National Advertisers, ANA, de Estados Unidos, única entidad en producir un documento oficial que estudia este subsector, aquí se agrupan seis disciplinas de mercadeo: relacional, experiencial, promocional, de retail, de contenidos y de influenciadores.
d. Servicios y plataformas digitales: empresas que se enfocan en potenciar las funciones de las plataformas digitales que administran (search, interacción, display, etc.). La mayoría de sus contenidos son producidos por usuarios o terceros.
e. Agencias de medios y comercializadoras: compañías expertas en la comercialización de espacios en diferentes medios y plataformas de comunicación e innovación en medios.
f. Producción audiovisual: productoras de comerciales y contenidos audiovisuales.
g. Out of Home: compañías enfocadas en la disposición, comercialización de espacios y producción para el mobiliario o los dispositivos digitales situados fuera de los hogares que entran en contacto con el consumidor.
h. Investigación: compañías especializadas en estudiar el mercado y el entorno para identificar insights.
i. Relaciones públicas: compañías enfocadas en el mantenimiento de la buena reputación de las empresas y sus relaciones con los medios y los actores sociales, económicos, políticos, entre otros.
6. En el ranking de cada subsector aparecen las empresas que, durante el último año, superaron los 1.000 millones de pesos en ventas. Consideramos que este umbral marca un antes y un después para una compañía del sector.
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7. No consolidamos la información de grupos empresariales. Por el contrario, respetamos la forma en que reportan sus ERI y ESF a las fuentes públicas.
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