Ad spend

Latin America Still Leads the World in Ad Spend

This post is also available in: Spanish

In a number of stories over the years we’ve noted the positive predictions about ad spend growing in Latin America, including a prediction from Zenith Optimedia that Latin America will grow by 10% in ad spend in 2013 and a different forecast from eMarketer for 23% ad spend growth in 2013.

Now that we’re into the fourth quarter of 2013, ad spend results for 2013 are showing the growth predictions to be correct. Recently Nielsen noted that Latin America grew by 11.9% in ad spend in the first quarter of 2013, ahead of Asia-Pacific (5.8% growth), Middle East & Africa (2.9% growth) and the global average growth of 1.9%.

Here’s a look at recent results in terms of ad spend for specific markets in Latin America:

ARGENTINA
According to the Cámara Argentina de Agencias de Medios, in the first half of 2013 ad spend in Argentina went up by 30% to reach 10.6 billion Argentine pesos (US$1.8 billion), though this figure does not include online ad spend. In 2012, ad spend in Argentina went up by 24% to reach 22 billion Argentine pesos (US$3.9 billion).

Argentina: Ad Spend Breakdown for 1st Quarter 2013 (excluding Internet)

BRAZIL
According to Projeto Inter-Meios, between January and May 2013 ad spend in Brazil had a modest increase of nearly 2% compared to January-May 2012, reaching R$11.8 billion (US$4.59 billion). In 2012 ad spend in Brazil was R$ 38 billion (US$19 billion), an increase of 6% compared to 2011.

Brazil: Ad Spend Breakdown by Medium for 1st Quarter 2013

CHILE
While no figures are yet available for the first part of 2013, in 2012 ad spend in Chile was 674,399 pesos (US$1.387 million), a decrease of 0.6% compared to 2011, according to the Asociación Chilena de Agencias de Publicidad (Chilean Association of Ad Agencies). However, online ad spend in Chile increased by 24% in 2012; the other forms of media with ad spend increases include pay TV (17%) and OOH (0.6%).

Chile: Ad Spend Breakdown by Medium for 2012

COLOMBIA
In the first quarter of 2013, ad spend in Colombia grew by 11.2% to total 418 billion Colombian pesos (US$252 million). The biggest growth was in newspapers, with 32%, compared to 5% for TV. This figures are from Aomedios and Andiarios, which do not offer ad spend figures for online. IAB Colombia reported in May 2013 that online ad spend went up by 29.5% to reach 37, 333,000,385 Colombian pesos (US$19.6 million).

Colombia: Ad Spend Breakdown by Medium, 2012 (excluding Internet)

MEXICO
While no figures have yet been reported for the first half of 2013 yet, in 2012 ad spend in Mexico was 68 billion pesos (US$5.3 billion) and one projection for Merca2.0 and Zenith Optimedia has Mexico’s ad spend rising another 4.6% in 2013 to reach 72 billion pesos (US$5.6 billion).

Mexico: Ad Spend Breakdown by Medium, 2012

PERU
No figures are yet available for 2013 but in 2012, ad spend in Perú reached US$650 million, a 9% increase compared to 2011, according to the Compañía Peruana de Estudios de Mercado y Opinión Pública (Peruvian Company of Market Studies and Public Opinion). According to IAB Peru, online ad spend in Peru grew by 50% in 2012 to reach 101 million nuevos soles (US$36 million). The consulting firm Métrica recently estimated that overall ad spend in Peru will increase by 10-15% in 2013.

Peru: Ad Spend Breakdown by Medium, 2012

VENEZUELA
Although 2013 figures aren’t available, in 2012 ad spend in Venezuela grew by 16% to reach 8.3 billion bolívares (US$1.3 billion), according to the Asociación Nacional de Anunciantes.

Venezuela: Ad Spend Breakdown by Medium, 2012

To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.

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