Category Archives: TV

future media buying

The Future of Media Buying in Latin America

While tech disruptions in the Latam media world may not move as fast as they do in other markets, there’s no question that changes are underway that will eventually impact our work in media buying and planning. To that end, below we highlight some developments that advertisers, marketers and media professionals in Latin America need to track.

#1: OTT Streaming
While over-the-top (OTT) streaming is far from huge in Latin America, in fall 2014 Netflix reported that it had 5 million subscribers in Latin America. HBO will launch an OTT service in the U.S. this year, and it’s possible that a Latin American launch of that service is not far behind. There are several challenges with OTT, such as measurement of viewership of shows and movies that are streamed, and as of yet Netflix does not sell ads. But with the rise in tablet sales in Latin America, the popularity of online videos in the region and the steady increase in smart TV sales, within the next few years media professionals may have to work OTT inventory onTV shows and movies into their planning.

#2: Programmatic TV Ad Buying
This is still in its infancy in large markets like the United States, but there is growth potential. The idea behind TV programmatic buying is not to buy the highest rated shows that reach your target audience, but to buy the target audience and have the ads run on shows watched by that audience. At this point, unlike with digital programmatic buying, advertisers cannot buy programmatic TV ads in real time. There’s also not a ton of inventory available as most networks have not embraced this approach. There is speculation that there could be an increase in 2015 in which 3% to 5% of TV ad inventory is bought programmatically—up from the 1% in 2014. That said, programmatic TV is another potential media buying disrupter that professionals need to be aware of.

#3 In-App Ads
It’s difficult to find data on app usage in Latin America, though we do know that Brazilian mobile users have an average of 7 apps on their phones and that 61% of mobile users in Latin American have downloaded WhatsApp. We also know that mobile adoption keeps steamrolling forward in Latin America, along with mobile Internet use.   On the advertising side, a recent study from MediaLets showed that in-app ads perform two times better than ads on the mobile web. Another study from InMobi showed that in-app ads performed nearly 2.8 times better than ads on the mobile web.  Given this, we could see more ad spend in Latin America move towards apps as opposed to the mobile web.

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.

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.


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4 Great Uses of Branded Content in Latin America

While we hear a lot about content marketing these days, people rarely cite clear examples of how it works. As a result, both marketers and media agencies may have trouble visualizing how to apply it to their campaigns and get some measurable results from it. A recent piece from Contently may help with this—it cites 4 interesting examples.

#1 Más por Más
Más por Más is a Mexican newspaper that created a paper towel dispenser that was connected to its newswire. Each sheet had a news story on it, plus a QR code to drive people to Más por Más Web site, and this increased unique visitors to the site by 37%.

#2 CNA Speaking Exchange
CNA is a language school in Brazil that connected students learning English to Americans in retirement homes through streaming video. At first, the videos were supposed to be a tool to evaluate each student’s progress, but later CNA edited together clips to create a compelling video that won a Lion at Cannes and a Clio.

#3 Beldent
This Argentine gum brand had 5 sets of twins sit at Buenos Aires’ MALBA art museum. One twin chewed gum, the other didn’t. Then Beldent asked museum visitors to answer questions about the twins. The visitors generally had a more favorable impression of the gum chewers. Overall, the video won 8 Lions at Cannes.

#4 Coca-Cola’s Friendly Twist
Coca-Cola Colombia and Leo Burnett Colombia placed vending machines on the campus of a Colombian college. The machines all had Coke, but the students couldn’t just twist off the caps. To open the sodas, they had to join their bottle top with that of another student and twist. This simple interaction helped break the ice between students and led to a memorable promotion piece.

The common ground for this content includes:

  • Interaction: bringing people together
  • Humanity: playing to people’s basic needs and reactions
  • Integration: adding the brand into the interaction in a natural way, no hard sell
  • Events: Each piece of content was an event in which the brand made something happen instead of trying to reach an audience with a message

So while effective content can be a blog post or web pieces on a portal that also includes web banners designed to inspire conversions, it can also be an entertaining video.

These successful examples also suggest that brands can take a multifaceted approach. They can start with an interesting below-the-line (BTL) approach—like a street promotion—then film it, turning it into a commercial, then circulate that commercial via social media. If there is a CSR (corporate social responsibility) angle to the video in which the brand helps out with a cause, the video could be emailed to customers to raise awareness for the cause. In addition, the right BTL promotion can be pitched to the media to cover as a human interest story and thus deliver additional promotion.

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.



The 5 Most Popular TV Commercials among Brazilian Internet Users

A commercial from Kit Kat called #meubreak (My Break) is the most popular commercial among Brazilian Internet users. This ranking came from IBOPE, which developed a new tool called AdScore in partnership with a firm called Contplay.

The tool helps agencies and advertisers get a sense of how their commercials—and those of their competitors—are received. Considering that Brazilians are now using multiple screens to consume content and watch large amounts of online videos, having a tool like AdScore can help measure impact of TV ads beyond just one screen.

More than 25,000 Brazilian Internet users participated in the ranking, which included TV commercials airing on free TV, pay TV and online, all between May and June 2014.

Here are the top 5, as ranked by the internautas of Brazil:

#1 Kit-Kat, #meubreak

#2 Burger King, Whopper Bacon Jr.

#3 OLX, Viking e Zumbi

#4 Coca-Cola, Manifesto

#5 Gol Linhas Aéreas,#Sófatouvoar

Contact us to find how we can help you reach Brazilians via social TV solutions like Shazam, though programmatic buying or other means.

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The Hottest Pay TV Markets in Latin America

Argentina is the top pay TV market in Latin America in terms of penetration, followed by Venezuela and Puerto Rico. Business Bureau—a leading firm specialized in consulting, research and marketing intelligence for pay TV and multiplatforms—recently reported on its market estimates for Latin America. Here’s a look at individual Latam markets in terms of pay TV penetration, which is calculated by dividing subscribers by the total amount of homes in each country.

Argentina                                84.5%

Venezuela                               70.3%

Puerto Rico                             63%

Uruguay                                   62.1%

Colombia                                 61.2%

Chile                                         61%

Honduras                                 58.8%

Mexico                                      56.7%

Brazil                                        42.7%

Ecuador                                    38.9%

Peru                                          33.5%

Market Sizes
Not surprisingly, Brazil is the largest pay TV market in Latin America—Business Bureau reports that it has more than 26 million subscribers. Here’s a breakdown of the top pay TV markets in Latin America in terms of the total amount of subscribers:

Brazil                                       26.2 million

Mexico                                     17.1 million

Argentina                                11 million

Colombia                                 7.98 million

Venezuela                               5.4 million

Chile                                        3.2 million

Peru                                        2.6 million

Ecuador                                   1.6 million

Honduras                                950,873

Puerto Rico                             873,595

Uruguay                                   753,787

Overall, Business Bureau indicates that there are 77.7 million pay TV subscribers in Latin America and that overall penetration is at 53%.

Cable vs. Satellite
The type of subscription varies by market, with cable having a stronger market share in some and satellite dominating in others. Here’s a quick look by market (click on the image to enlarge it):

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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.

The Latest on Media Consumption in Colombia

Recently 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.


  • 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%

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.

social tv chile

Social TV Takes off in Chile

In previous posts we’ve covered how Brazilians and other Latin Americans are embracing social TV, that is, watching TV with a mobile device and interacting with the shows. Now a new study from the Communications School at the Pontifical Catholic University of Chile details for the first time how Chileans engage in social TV. The study surveyed more than 3,200 Chileans between December 2013 and January 2014. Here’s a look at relevant findings for agencies and advertisers.


  • 81% of Chilean Internet users say they use smartphones while watching TV and 52% combine using PCs with watching TV
  • The main activity that Chilean Internet users perform while watching TV with mobile devices is surf the Internet (39% reported doing so)
  • Other popular online activities for Chilean Internet users who watch TV while using mobile devices include searching for information (30%), reading news (24%) and listening to or downloading music (21%)


  • Eight in 10  (81.8%) of Chilean Internet users go on social networks while watching TV, with 75% using Facebook
  • 65% of Chilean Internet users have used social media  to comment on TV shows they watch
  • Chileans tend to go on social media to comment about TV shows from 10 PM on (50%) versus between 7 and 10 PM (31%)
  • Nearly 23% of Chilean Internet users have nearly always started watching TV shows or changed what they’re watching due to social media comments
  • 35% have only switched what they watch on TV due to social media when they did not know what they wanted to watch, while nearly 15% say their TV choices have never been influenced by social media
  • Interesting things that happen onscreen (68%), mistakes or false information (62%), flubs by TV personalities (47%), prize offerings (32%) and the start of commercial breaks (30%) are what spur Chileans to take to social networks to comment about TV
  • The main types of TV content that Chileans talk about on social media are movies (40%), news (39%), TV shows (38%), current events or politics (32%) and sports (27%)
  •  43% of Chilean Internet users say they would like to receive personalized recommendations about TV based on their use of the Internet

Exploring Further
A number of brands are trying to take advantage of this growing trend of social TV in markets like Chile. One interesting way is through Shazam, the mobile phone app. Shazam can be integrated with TV commercials to offer viewers more information about programs and include some extra advertising to reach them.

Contact us to find out more about Shazam or to see how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market.

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.

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.



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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.

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.

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).

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.