Category Archives: Print

Woman on a beach jetty at Maldives

What Latin American Luxury Travelers Want

With gross bookings by Latin American travelers expected to go up by 23% a year to reach US$98 billion by 2016, travel brands obviously have some significant opportunities. And within that larger Latam travel market is the luxury traveler market. Until recently, not a lot of data has been easily available for Latin American luxury travelers. But a new study by the International Luxury Travel Market and Travesías media offers insights about Latam luxury travelers through a survey of 90 owners and managers in the region who cater to this market. The study includes responses from travel agencies in Argentina, Brazil, Chile, Colombia, Mexico, Puerto Rico, Peru and Venezuela. So here’s what Latin American luxury travelers want:

To Travel to the United States, France or Italy
The USA was the top-selling destination for the agents, followed by France and Italy. The United Kingdom ranked fourth and Spain ranked fifth.

To Explore Both Familiar and New Destinations
When asked about their biggest growth destinations, the agencies named China and Thailand as the two main ones. While the USA was also a growth destination and ranked nearly as high as China and Thailand, most of the growth destinations were less famous destinations like Maldives, Croatia, Vietnam and the United Arab Emirates.

To Go On a Cruise
When asked about the popularity of cruises among clients, 66% of the agencies said that cruises were popular, very popular or most popular among Latin American luxury travelers.

To Go in Groups
When asked about the demographics of their clients, only 24% of the agencies said they had single travelers. The large majority said they cater to families (89%) or couples (84%).

To Travel a Lot
More than a third (35%) of the agencies surveyed indicated that they had 3 bookings a year per client, compared to just 2% with one booking. And 40% indicated they had 4 to 5 or more bookings a year per client.

To Stay a While, But Not Too Long
The majority (78%) of Latin American luxury travelers have an average travel booking length of between 5 to 15 days. More than half (52%) have bookings of 10 to 15 days. Only 5% book for between 1 to 5 days and only 7% book for 15 to 20 days.

Contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans with any time of media, including programmatic.

10 must knows Brazil media

10 Media Must-Knows for Planners Targeting Brazil

The Brazilian government just published the results of its latest survey on media consumption, called Pesquisa Brasileira de Mídia (PBM). Partnering with IBOPE, the government interviewed more than 18,000 Brazilians to discover their media consumption habits. As we kick off 2015, the study offers some good data to factor into plans for campaigns.

#1 TV Still Rules in Brazil
For years, TV has ruled ad spend in Brazil and IBOPE consistently shows TV has having nearly 100% penetration in the country. The PBM confirms the dominance of TV. Brazilians watch TV 4.5 hours a day during the week and 4 hours and 14 minutes a day on weekends. More than 7 in 10 (73%) of Brazilians watch TV every day.

#2 Radio Has Intense but Less Extensive Use than TV
Brazilians listen to radio an average of 3 hours and 42 minutes a day during the week and their consumption drops to around 2.5 hours a day on weekends. The peak time for listening to the radio in Brazil is from 6 a.m. to 9 a.m. However, radio doesn’t have the same level of use as TV in Brazil: 55% of Brazilians report listening to the radio anywhere from 1 to 7 days a week and only 30% listen to the radio every day.

#3 Online Radio Does Not Seem to Have Strong Reach
Despite the attention that online radio has received from the media, 80% of Brazilian radio listeners report using traditional radios and only 1% say they listen to the radio online. A larger percentage of Brazilians (8%) report using cell phones to listen to the radio.

#4 More Than Half of Brazilians are Not Online
The Pesquisa Brasileira de Mídia (PBM) reports that 51% of Brazilians said they do not use the Internet, suggesting 49% Internet penetration in Brazil. This is actually close to estimates by other firms using different methodology. For example, eMarketer estimates that Brazil’s 2014 Internet audience was 107 million—similar to the 105 million reported by IBOPE in 2013. Given that Brazil’s population is estimated to be 202 million, this means that Internet penetration is at 52% in Brazil, close to the figures from the PBM survey.

#5 Brazilian Internet Use Is Intense
Of the Brazilians who do use the Internet, 49% use the Internet 1 to 7 days a week, with 37% using the Internet every day—a higher percentage than Brazilians who listen to the radio every day (30%). Brazilian Internet users report using the Internet 4.5 hours a day during the week and 4 hours and 20 minutes a day on weekends, which makes the Internet the #2 medium after TV in terms of time spent.

#6 The Top Time for Brazilian Internet Use is 8 to 9 PM
Internet use reaches a brief peak in Brazil at 8 p.m. (the highest percentage of users are online at that time) and immediately drops after 9 p.m., reaching the low point between 12 a.m. and 6 a.m. At that point Internet use in Brazil climbs quickly to reach a peak at 10 a.m. and then dips a little after 11 a.m. but remains stable until it starts to rise at around 6 p.m. As such, you may want to experiment with these times when running ads or posting on social media in Brazil.

#7 A Majority of Brazilians Go Online with Mobile Devices
The respondents were asked what kind of device they use to access the internet and allowed to select more than one option. The largest percentage of Brazilians (71%) said they access the Internet via computer, but a large percentage (66%) also selected cell phones, while only 7% selected tablets. These results are in line with other surveys in which more and more Brazilian Internet users report going online with their cell phones.

#8 Facebook and WhatsApp Rule Among Brazilian Internet Users
When asked about their favorite social media or messaging apps, most Brazilians (83%) chose Facebook and WhatsApp was #2 with 58% reported usage among survey respondents. Other social sites seem to have much lower usage rates among Brazilian Internet users, like YouTube (17%), Instagram (12%), Google+ (8%), Twitter (5%). Skype (4%) and LinkedIn (1%).

#9 Less Usage for Print Media
The majority of respondents (76%) to the PSM indicated that they do not read newspapers while 19% reported reading them 1 to 7 days a week. Most Brazilian newspaper readers (79%) prefer to read them in print form, while only 10% prefer reading newspapers online and 4% in both print and online formats. When it comes to magazines, 85% of Brazilians surveyed said that they did not read magazines and only 13% reported reading them from 1 to 7 days a week.

#10 Brazilians Trust Newspaper Advertising the Most
Despite their lower usage of print as indicated in the survey results, 47% of Brazilians trust newspaper advertising most or all of the time, the highest level of trust among advertising in any form of media. Radio and TV advertising came in second (42% trust rate for each), followed by magazines (36% trust rate). Advertising on websites were only trusted by 23% of Brazilians and trust rates for social media ads was also low (22%).

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

Tom-Ford-WSJ-Magazine-September-2013-01 (1)

WSJ. Magazine Expands in Latam to Reach Growing Luxury Market

WSJ., the high end luxury lifestyle magazine published by the Wall Street Journal for the past five years in the U.S., will launch Latin American editions starting this fall. The first issues of WSJ. América Latina—aimed at Spanish-speaking Latin America—and WSJ. Brasil will come out in October 2014, followed by issues in December 2014, April 2015 and July 2015.

These quarterly publications will reach more than 95,000 high-end readers in Mexico, Argentina, Brazil, Chile, Colombia and Panama, and have emerged in response to a rapidly growing luxury market in Latin America. This market is obviously driven by an increasing affluent population in the region:

  • The 2014 World Wealth Report from Capgemini indicates that there was a 3.5% increase in High Net Worth Individuals (HNWI)* in Latin America and a 2.1% increase in wealth
  • Overall, Capgemini indicates that there are a little more than 500,000 HNWI in Latam
  • According to the 2013 World Ultra Wealth Report, the ultra-high net worth (UHNW) population of Latin America will grow by 4.6% annually over the next 5 years
  • There are more than 14,000 UHNW individuals in Latin America, with 4,015 in Brazil and 3,733 in Mexico

*defined as those with $1 million to $30 million in assets
**defined as those with more than $30 million in assets

Not surprisingly, Latin America’s affluent market is impacting the growth of the luxury sector:

WSJ. América Latina and WSJ. Brasil will be distributed with the region’s most popular newspapers, including Reforma, El Mercurio Group, El Norte, El Tiempo Group, La Nación, La Prensa, Mural and Valor Econômico.

To find out more about these publications and how they can help your reach with Latin America’s growing affluent market, please contact us.

 

http://www.dreamstime.com/stock-photography-composite-image-colombia-football-fan-face-paint-against-black-image39863462

The Latest on Media Consumption in Colombia

Recently Mediosencolombia.com synthesized data from a range of sources to offer a relevant portrait of media consumption in Colombia. Here are some key highlights that may be useful to agencies and advertisers.

MEDIA PENETRATION

  • TV has 95% penetration in Colombia and is the #1 medium in this regard
  • Radio has 71% penetration in Colombia
  • Internet is the #3 medium in Colombia, with 53% penetration
  • Independent magazines have 48% penetration in Colombia while newspapers are at 34%

MOST POPULAR OUTLETS
Here are some of the most popular outlets in Colombia in terms of each form of media:

  • TV: RCN (12.2 million viewers) and Caracol (12 million viewers)
  • Radio: Caracol (9.5 million listeners) and RCN Radio (5.8 million listeners)
  • Newspapers: Q’Hubo (2.4 million readers) and ADN (1.2 million readers)
  • Magazines: TVyNovelas (1.3 million readers) and 15 minutos (1.1 million readers)
  • Websites: Google (7.4 million daily visitors) and Facebook (6.8 million daily visitors)

Sources: Estudio General de Medios 2012, 2013

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for Colombia and other Latam markets, please contact us.

Earth boy - South America

US Media Consulting Releases 2014 Latin American Media Market Report

US Media Consulting, a leading media services and technology firm, has released its 2014 Latin American Media Market Report. The report offers the latest data in a wide range of areas, including:

  • Media penetration in Latin America for all major forms of media
  • Media consumption in major Latam markets
  • Ad spend projections for Latin America
  • Breakdowns of ad spend by medium in key markets
  • Data on the growth of newspaper circulation in Latin America in 2013
  • Social media usage and fastest-growing social sites in Latin America
  • The pay TV market in Latin America
  • Latest data on Latin America’s mobile market and e-commerce

And much more.

Click here to download the study.

To find out more about how we can help your agency increase its efficiencies with media services or the latest in media technology, please contact us.

Latam newspapers 3

Newspapers Continue Growing in Latin America

While large markets like Europe and North America are showing declines in newspaper circulation and revenue, Latin America’s newspapers are growing.

In 2013 Latin American newspapers grew by 2.56% in circulation, according to a study from the World Association of Newspapers and News Publishers (WAN-IFRA). In comparison, in 2013 newspaper circulation went down by 5.29% in North America, by nearly 10% in Australia and by 5% in Europe.

However, the newspaper growth trends in Latin America aren’t limited to just last year.

WAN-IFRA reports that over the past 5 years, Latin American newspapers grew in circulation by 6.26%. In fact, over the past 5 years Latin America is #3 in the world in newspaper circulation growth, behind Asia (6.67% growth) and the Middle East/Africa (7.5% growth).

As such, it’s clear that newspapers in Latin America are more viable than ever as vehicles to reach the region’s growing consumer market.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

brazil ad 2

Why Advertising Is the #1 Information Source in Brazil

The Internet is taking over everything, right?

That’s what a number of studies have led us to believe. We’ve seen research that shows that Brazilians research certain products online before buying them or check prices for products by using their smartphones while still in the store.

This may be true, but some recent research shows that traditional advertising is still quite strong in Brazil.

In fact, in Brazil traditional advertising is the #1 way for people to obtain product information.

These results come from a survey done in 2013 by Jack Morton Worldwide, a branding agency that is part of Interpublic Group. The company surveyed more than 3,000 consumers in Brazil, United States, United Kingdom, China, India and Russia.

One of the key questions that Jack Morton Worldwide asked consumers was, “How do you learn about brands?” It turns out that traditional advertising is the main way that Brazilians learn about brands, and it’s tied for first place with friends and family.

Another interesting finding from this study is the change in attitude towards liking brands on Facebook. In 2011, 19% of consumers in Brazil, the United States, India and China said that “friending” brands or pushing like buttons on social sites is silly. In 2013 more than 27% of consumers from these countries thought that friending or liking brands was silly. While likes may mean less for these consumers, the survey also showed that 43% of them are using social media sites for information about brands.

To find out more about how you can reach Brazilian consumers via a media campaign using traditional advertising or through a  precisely targeted campaign on Facebook, please contact us.

 

 

Rebeldes_Brasil_novela_Rede Record_2012

Traditional Media in Brazil Is Growing, Not Shrinking

The recent PriceWaterHouse Coopers survey 2013-2017 and other recent data allow brands and media agencies to get a sense of  the different forms of media that are expanding their reach in Brazil.

Out-of-Home (OOH) Advertising
Brazil’s  OOH advertising will grow by more than 10% between 2013 and 2017. Only India will grow more than Brazil when it comes to out of home advertising over the next few years.

Newspapers
PriceWaterhouse Coopers projects that only 4 markets in the world will see growth in newspaper revenues between now and 2017—and Brazil is one of them. The firm projects that the Brazilian newspaper market will grow by 4% annually between now and 2017 and only the newspaper markets in Indonesia, China and India will grow more. In comparison, PriceWaterhouse Coopers projects that the newspaper markets in the United states, Japan and Italy will contract by 3% and in Germany the newspaper market will go down by 2% annually through 2017.

TV
Brazil will be among the top 5 markets in the world in terms of TV advertising. Between now and 2017 TV advertising in Brazil will grow by 10% a year, only exceeded by markets like Kenya (16% current adjusted growth rate or CAGR), Indonesia (15%) CAGR), India (12% CAGR) and Nigeria (11% CAGR).

Magazines
Despite recent reported dips in circulation, PriceWaterhouse Coopers still projects robust returns for the Brazilian magazine market in the coming years. According to the firms projects, Brazil will be among the top 5 magazine markets in the world. Between now and 2017 the Brazilian magazine market will grow by 7% revenue, the same rate as China and South Afria and just behind the growth for Nigeria (9%) and Kenya (9%).

To find out more how we can help you connect with Brazilian consumers through a campaign in any of these media types, please contact us.

 

Crossmedia

Cross-Media Consumption Takes off in Latam

A while back we shared some statistics on media consumption in Latin America, showing the results for each country. However, TGI Latina has done some more recent measurements in the larger media markets in the region that show increases in certain areas.

Argentina

  • Newspaper consumption has gone up by 5%
  • Magazine consumption up by 7%
  • Pay TV consumption up by 5%

Brazil

Mexico

  • Newspaper consumption has gone up by 15%
  • Magazine consumption up by 8%
  • Pay TV consumption up by 11%

 

More Offline Going Online
These results show the changes in consumption between 2011 and 2013 in these countries. But what’s driving this growth? TGI cites the growth of the middle class and the fact that the Latin American media market still has plenty of room for growth.
One other key factor is that these numbers reflect the consumption of these forms of media either offline or online. Basically, more Latin Americans are consuming traditional forms of media—but they’re doing it online. Here are the increases TGI Latina has found between 2011 and 2013 for Argentina, Brazil, Colombia and Mexico:

  • Online viewing of TV shows is up 24%
  • Online radio listening is up by 16%
  • Online magazine readership is up by 9%
  • Online newspaper readership is up by 6%
  • Reading the news on mobile devices is up by 6%
  • Watching or downloading a TV show on a mobile device is up by 5%

Cross-Media Consumption
In its analysis, TGI Latina also looked at consumption of major forms of media in terms of the platform, offline vs. online, in Argentina, Brazil, Colombia and Mexico. In these 4 countries, while offline media still tend to be consumed more in offline platforms, a significant percentage of consumers consume traditional media in both offline and online platforms. The graphics below show how this cross-media consumption is becoming more prevalent in these 4 large Latin American markets.

NEWSPAPERS

MAGAZINES

 

RADIO

FREE TV

 

 

 

 

 

 

 

Given these patterns, it’s clear that brands need a calculated cross-media approach to maximize reach and ROI in Latin America’s major markets.

To find out more how we can help you reach Latin Americans with a strategic cross-media campaign, please contact us.

Valla Emprende-t - EnterBio

The Secret of the Success of Advertising in Latin America

Recently Nielsen published its 2013 Global Trust in Advertising report, which measures consumer attitudes towards all types of advertising. Nielsen surveyed 29,000 consumers in 58 countries. And for the second straight year, Latin Americans were shown to have the most confidence in advertising of all the consumers in the world.

Here’s a breakdown of some of the key figures in the report:

  • 75% of Latin Americans trust TV advertising compared to 62% of the rest of the world
  • 74% of Latin Americans trust radio advertising compared to 57% of the rest of the world
  • 72% of Latin Americans trust magazine advertising compared to 60% of the rest of the world
  • 74% of Latin Americans trust newspaper advertising compared to 57% of the rest of the world
  • 65% of Latin Americans trust out-of-home (OOH) advertising compared to 57% of the rest of the world
  • 61% of Latin Americans trust online search advertising compared to 48% of the rest of the world
  • 50% of Latin Americans trust online ad banners compared to 42% of the rest of the world
  • 54% of Latin Americans trust online video advertising compared to 48% of the rest of the world
  • 60% of Latin Americans trust social media advertising compared to 48% of the rest of the world
  • 54% of Latin Americans trust mobile phone display advertising compared to 45% of the rest of the world

Ads Spark Action in Latin America
Beyond trust, what obviously is key is the action that someone take after being exposed to advertising. Well, Latin America also leads the world in this category. According to Nielsen’s results, Latin Americans are much more likely to take action after being exposed to advertising than the consumers in the rest of the world.

PERCENTAGE OF CONSUMERS THAT TAKE ACTION AFTER MEDIA AD EXPOSURE (click to enlarge)

On average, Latin America’s consumers are 16% more likely to take action after being exposed to an ad in 10 of the major media types.

 

Real Life=Real Impact
Nielsen also asked consumers about the messaging elements in ads that had the most impact for them. The ads that present real world situations were the ones that had the largest amount of resonance with Latin American consumers (57%). Globally, the ads that use humor had the most resonance with consumers (47%), but ads that show real-life situations were a close second (46%).

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