Ad Spending Will Grow Strongly in Latin America in 2012

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Magnaglobal recently released its global ad forecast for 2012 and revealed some interesting figures for 2011. Here’s a look at the relevant numbers for all of Latin America and some specific countries, including 2012 projections for different media types.

2011

• Latin America’s ad revenues grew by 13.2% in 2011, the biggest growth among developing economies around the world
• Argentina’s ad revenues grew by 37.9% in 2011, the largest growth of all 63 countries analyzed by Magnaglobal
• Brazil continued to show strong growth this year, with a 10.2% increase in ad revenue
• Globally, TV ad revenues grew 4.8% and the medium was #1 in ad revenue across all media, with a 41% share
• Internet was the biggest global grower in ad revenues in 2011, up by 16.9%
• Paid search is back on top as the largest revenue driver for online advertising, growing by 19% to total $14.9 billion, with display ads growing by 15% and online video spiking by 58% to pull in $4.7 billion in revenues
• Radio grew by 2.2% globally, while magazine revenues were down by 0.9% and newspaper revenues dropped by 2.4%
• OOH revenues grew by 6.4% globally

2012

• Magnaglobal projects that global ad revenues will grow by 5% in 2012
• Latin America will post 13% ad revenue growth in 2012, leading all emerging economies in the world
• Argentina will see the biggest ad revenue growth in all of Latin America in 2012, with 26.4%, outstripping all BRIC countries
• Brazil will post 12% growth in ad revenues in 2012 and will rank #7 in the world in ad spend, ahead of Canada, Australia and Italy and just behind France
• Globally, in 2012 Internet will surpass newspapers as the second biggest media category (behind TV), accounting for almost 20% of overall ad spend
• Radio will grow globally by 1.6% in ad revenues
• Newspapers (-1.0%) and magazines (-1.3%) will continue to drop
• OOH will grow by another 6.3% in 2012

To find out how we can help you reach Latin America with a precisely targeted campaign, please contact us at info@usmediaconsulting.com.