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50 Quick Facts about Latin American Media

This post is also available in: Spanish

As part of our work here at US Media Consulting, we’ve come across a number of recent trends in different media markets in Latin America. To help marketers, advertisers and media professionals stay current with these trends, we’ve grouped them all together in this post.





  • Ad spend reached nearly US$ 2 billion in all of Central America in 2012, a 15% increase compared to 2011
  • In 2012 Honduras grew the most of all Central American countries in ad spend, with 35% growth
  • In 2012 Guatemala was Central America’s largest market in terms of ad spend, with 37% of the total in the region, followed by Costa Rica, with 21%
  • TV is the medium that leads in ad spend in all of Central America, with 74% of the ad spend in Guatemala, 66% of the ad spend in Honduras, 87% of the ad spend in Nicaragua, 48% of the ad spend in Costa Rica and 52% of the ad spend in El Salvador
  • Overall, magazine circulation has grown by 40% in Central America since 2008



  • According to a study done by the Ministerio de Tecnologías de la Información y la Comunicación (Ministry of Information and Communiations Technoogy) and Ipsos Napoleón Franco, 80% of Colombians use the Internet
  • Compared to 2010, 17% more Colombians of socioeconomic classes 1 and 2 use the Internet
  • 54% of Colombians use the Internet daily for an average of 2.6 hours a day, with 71% connecting from home and 20% connecting from Internet cafes
  • 64% of homes in Colombia in cities with populations of 200,000 or more have Internet service
  • 23% of Colombians use smartphones to connect to the Internet
  • Pay TV now reaches 84% of the homes in Colombia and as such Colombia has the highest pay TV penetration rate in Latin America, with Argentina in second place (83% penetration), Chile (60%) and Mexico (44%)
  • According to Flurry Analytics, Colombia is the fastest-growing iOS and Android market in terms of active devices: the country’s amount of active devices grew by 278% between January 2012 and January 2013


  • Internet penetration reached 43% in Costa Rica in 2012
  • Costa Rica grew by 28% in ad spend in 2012, second only to Honduras in growth



  • According to iLifebelt, Guatemala has more Facebook users than any other country in Central America, with recent gains of 25,000 users per month



  • There will be 53% Internet penetration in homes by 2015




  • Ad spend in Uruguay reached US$263 million in 2012, 5.6% more than in 2011
  • Pay TV penetration is at 55% in Uruguay



To find out how we can help you Latin Americans via any type of media, please contact us.

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