Category Archives: Media consumption

brazil myths 2

5 Myths about Internet Use in Brazil

After reviewing new research from IBOPE and We Are Social, we found some facts that suggest that conventional wisdom about Internet users in Brazil that could be wrong in certain areas.

Myth #1: Brazilian Internet Users Are Mostly the Rich Upper Classes
IBOPE’s study showed that 52% of Brazilian Internet users are from the Class C middle class. Only 4% of Internet users in Brazil are from Class A, while 34% are from Class B. Classes D and E make up 10% of the Internet users.

Myth #2: Men Dominate Internet Use in Brazil
In fact, IBOPE’s research shows that 53% of Internet users in Brazil are women and 47% are men.

Myth #3: Most Internet Users in Brazil Are Young
While many have indicated that living online is more of a Millennial trait, IBOPE’s study shows that 34% of Brazilian Internet users are between 35 and 54 years old. This age group has a larger percentage of users than Brazilians aged 16 to 24, who make up 28% of the country’s online users. And Brazilians aged 25 to 34 make up 32% of Internet users, still less than the 35 to 54 group. However, it is important to note that Brazilians over 55 make up only 7% of the country’s online users.

Myth #4: Mobile Is Taking Over Internet Use in Brazil
While there’s no doubt that mobile Internet is gaining quite a bit of ground in Brazil, We Are Social indicates that 77% of page views in Brazil are from laptops and desktops, compared to 20% of page views coming from mobile phones and 3% from tablets.

Myth #5: Facebook is Fading Away in Brazil
Despite reports that teens have abandoned Facebook in droves, it doesn’t seem to be happening in Brazil—and in markets like the U.S., no proof has been offered that Snapchat or Yik Yak command a larger share of the social media audience than Facebook. As far as Brazil is concerned, We Are Social reports that Facebook was the most popular  social platform, trailed closely by WhatsApp. And in the number 3 spot was Facebook Messenger. Other social networks—including Twitter, Google+, Instagram and Pinterest—had much lower usage levels than the top 3, anywhere from 11% to 19% lower.

Please contact US Media Consulting if you need help with media buying for a campaign targeting Latin Americans—whether it’s during Christmas or any other time of the year—with any time of media, including programmatic.

Man With Smart Phone

The Data Every Latin American Digital Marketer Needs

With oceans of data floating around, all from different sources and sometimes conflicting, it’s key to be able to drill down to the essentials. So in this post we do exactly that with the Latin American online market. A quick scroll down will show you some key numbers you can use for background in preparing proposals or memos or for sharing with colleagues.

Market Size
Emarketer estimates there are 309 million Internet users in Latin America and that by the end of 2015 there will be more than 331 million. Here’s a look at eMarketer’s projections of Latin American Internet users with certain larger markets broken out (click to enlarge):

Internet users in Latam 2013 to 2018

Average CTR for Online Ads in Latin America
Even though comScore and other sources rightfully point out that CTR is not really the best measure for the effectiveness of online ads, just for reference, Sizmek reported the following:

  • Average CTR for a banner ad in Latin America: .12%
  • Average CTR for rich media ads in Latin America: .29%
  • Average CTR for rich media polite video formats: .48%
  • Average CTR for polite banners in Latin America: .15%
  • Average CTR for expandable banners in Latin America: .19%

Email Marketing
While we don’t have recent numbers for all of Latin America, in late 2012 Return Path—an email intelligence company—reported that Latin America had the lowest inbox placement rate of all regions studied: 69%. In September 2014 Return Path noted that Brazil had 60% inbox placement rate for emails, compared to rates of more than 80% in the U.S., Canada, U.K., France, Germany and Italy.

According to eMarketer, 194 million Latin Americans access the Internet with mobile phones and of these 126 million do so via smartphones. By the end of 2015 there will be more than 152 million smartphone users in Latin America and Chile will lead the region in smartphone penetration with 55.5%.
While in 2015 Mexico will have the highest tablet penetration in Latin America at 35%, Brazil will have nearly 35 million tablet users in 2015 compared to just under 23 million in Mexico. Overall, by the end of 2015 more than 92 million Latin Americans will own tablets. Given that the Population Reference Bureau reports that the region has a population of 618 million, this means that there will be nearly 15% tablet penetration in Latin America by the end of 2015. Below are some data tables from eMarketer on smartphone penetration and tablet penetration in Latam (click to enlarge):

smartphone penetration latam

tablet penetration Latam
Smartphone Shopping
According to a 2014 study from ING Global Solutions, 54% of Latin Americans have bought a product with their smartphones (click to enlarge):

Smartphone shopping

Online Videos
A couple of sources offer guidance in this regard. The Digilats study from JWT surveyed more than 9,000 Latin American Internet users from 9 countries and found that 67% said they watched online videos (click to enlarge):

Latam study streaming and other online activities
ComScore has a different set of numbers (click to enlarge):

Online video viewers Latam

Now, it’s important to note that comScore lists a smaller amount of Internet users for countries than other sources. For example, if we extrapolate out the numbers above, it would seem that comScore is reporting a total of 75 million Internet users in Brazil, while both IBOPE and eMarketer indicate that their more than 100 million Brazilian Internet users.

In addition, data from Google and TNS indicates that Internet users in Brazil watch online video ads more frequently than those in Argentina or Mexico. In fact, 36% of Brazilian Internet users say they watch online video ads every day. Brazilians are also more likely than other Latin Americans to watch mobile video: 35% of Brazilian smartphone users watch mobile online videos at least daily, compared to 25% of Mexican smartphone users and 19% of Argentine smartphone users.

Online Reviews
The Digilats study of Latin American Internet users by JWT indicated that significant percentages of Latin Americans are reading online reviews of products (click to enlarge):

Digilats product review

Online Research Before Purchase
A recent eCMetrics study of Christmas shoppers in Latin America showed that a majority of Latin Americans tend to research products online before purchasing, including reading product reviews. This dovetails with results from other studies. For example, the Consumer Barometer study from TNS and Google showed that 47% of Argentines researched their last purchase online and offline while 53% of Brazilians AND 53% of Mexicans reported doing the same thing.  In addition, the JWT Digilats study showed the products that Latin American Internet users were most likely to search online (click to enlarge):

Products researched online latam

Social Media
It’s fairly obvious that this is a huge area with Latin American Internet users. Some of the key takeaways with this would be:

>>>Latin Americans spend more time on social media than people from any other region (click to enlarge):

social media engagement latam


>>>The overwhelming majority of the time that Latin Americans spend on social media is spent on Facebook (click to enlarge):

Facebook dominance Latam

>>>Mobile is increasingly becoming an important way for Latin Americans to access social media (click to enlarge):

mobile social media users in latam

Contact us to find out more how we can help you reach Latin American Internet users with digital media buying or via MediaDesk, Latin America’s premier programmatic buying platform.

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.


Fernando Monedero color

Latam Digital Media Trends for 2015: An Interview with Fernando Monedero of MEC

Even if 2014 isn’t exactly in the rearview yet, there’s not much of it left. So when we look at 2015, we wanted to consider which digital media trends will be the strongest in Latin America. So we sat down with an expert—Fernando Monedero, Regional Digital Director for MEC—to get his take on what’s next in 2015.

It seems like every year is predicted to be “The Year of Mobile” in Latin America, in which mobile will occupy a top slot alongside the other forms of media. How do you see the role of mobile in 2015 in Latam?

I don’t know if it will be “The Year of Mobile,” but we do know that Latin America is growing rapidly in terms of Internet connections through broadband on smartphones and tablets, as well as in the number of these devices. This indicates the relevance that this form of media is gaining with the population and, as a result, with the consumers of brands. I think that brands are realizing this and that mobile will have a larger presence in their marketing strategies.

How strong will social TV be in 2015? Will we see more buys that integrate TV advertising with complementary advertising on social media?

We’re living in a multiscreen world in which marketing professionals are looking for innovative ways to connect with consumers.
Our TV watching experience is becoming a social event. TV and social media are changing our passive experience to make it more social and interactive: now a conversation about the shows we watch is taking place. We’re experiencing the rapid rise of social TV.

Some companies have projected that in 2015, we’ll see strong increase in programmatic ad spend in Latin America. Do you agree?

Totally. It’s a much more efficient way to buy media. With this new media landscape, marketing professionals will need smart systems to buy media, with new algorithms to increase their understanding of consumers and improve targeting based on behavior. [Programmatic buying] involves a big-picture understanding of brand messaging, facilitating customization, transparency and real-time integration to connect brands to consumers through greater credibility and the continual visibility and relevance of the brand.

Do you think that we’ll see greater investment with the programmatic purchase of mobile advertising or with online videos? If so, do you think that brands will spend more with these two types of advertising through programmatic buying?

Mobile is just another channel within programmatic buying and as an ad format, video is becoming much more relevant due to its wide range of possibilities for communication and interaction; it’s not necessarily where brands will spend more, but we’ll surely see an increase in spend.

In the United States, marketing professionals are investing more in native advertising. In 2015 will we see a parallel increase in Latin America in terms of native advertising?

Yes, I believe so; it’s minimally intrusive form of communication that lends itself to multiple platforms, which brands like. On the part of the consumer, I think that it will be more accepted by older rather than younger consumers, since the latter will be able to identify native ads as advertising with greater ease.

Have you observed any preference for any particular type of native advertising on the part of advertisers? Perhaps online video?

I think it’s interesting how mobile native advertising will be bought and sold programmatically.

According to comScore, in 2014 Facebook continues to dominate the social media scene in Latin America. But in the United States, marketing professionals are taking advantage of other social networks like Snapchat, Pinterest and Instagram, among others. Do you think that in 2015 we will see newer social networks become stronger in Latam?

Facebook is not the only option, but it is and in 2015 will continue to be the first option for any advertiser when it comes to communication through social networks. In my opinion, Pinterest will indeed take on more relevance, especially in categories related to higher social strata; the rest [of the social networks] will have growth but won’t be that significant.

Will there be a trend that we have not cited so far that you think will be strong in 2015?

I think that the intelligent use of data will be a determining factor in the communications strategies of brands, as well in their optimization processes. These days, technology allows us to understand much better who the consumer is and what they want, and the use of data management platforms (DMPs), tools and dashboards to understand information will be of great importance in 2015.



00 Latam media consumption

2014 Latin American Media Consumption

A large study from the Organization of Ibero-American States (OEI) surveyed Latin Americans from 16 countries about their consumption of media, using a sample of 1,200 people per country.

Here’s a breakdown of relevant results:

01 TV

  • Latin Americans watch an average of 3.5 hours a day of TV during the week and 3.7 hours a day on weekends
  • During the week, the average TV consumption in Central America is 3.9 hours a day while South Americans watch TV 3.4 hours a day
  • The countries with the highest about of TV watching during the week are Honduras (4.5 hours a day), Costa Rica (4.3 hours a day) and Venezuela (4 hours a day)
  • TV consumption doesn’t vary much between men and women in Latin America; there also aren’t significant differences in terms of TV consumption between Latin Americans from different socioeconomic classes
  • The age group that watches the most TV in Latin America are people aged 16 to 30

02 radio

  • Latin Americans listen to the radio 3.9 hours a day during the week and 3.8 hours a day on weekends
  • The Latin American countries with the highest radio listenership are Uruguay (4.7 hours a day), Paraguay (4.7 hours a day) and Guatemala (4.5 hours a day)
  • There isn’t a significant difference in radio consumption between men and women in Latin America nor is there one between different socioeconomic classes
  • People between 16 and 30 listen to radio the most in Latin America, around 3.9 hours a day, but it’s important to note that other age groups have similar consumption levels: 3.9 hours a day for people between 31 and 50 and 3.7 hours a day for people over 51

03b newspapers

With this medium, you’ll notice that the metrics changed, so OEI study doesn’t really explain how many hours a day Latin Americans spend reading newspapers. We do have some data, however, that offers at least somewhat of a picture with regard to newspaper consumption in Latam:

  • Latin Americans read newspapers 3.7 days a week
  • Brazilians have the highest levels of newspaper readership in Latin America: they read newspapers 4.2 days a week
  • Venezuelans and Costa Ricans are the Latin American groups that read newspapers the most: both read newspapers 4.2 days a week, while Paraguay and Bolivia have the lowest amount of newspaper readership in Latin America: 2.7 days a week and 2.5 days a week, respectively
  • Men in Latin America spend a bit more time reading the newspaper than women: 3.8 days a week versus the 3.5 days a week that women read the newspaper
  • While Latin Americans over 51 are the age group that reads newspapers the most (4 days a week), their consumption is only slightly higher than that of younger Latin Americans (between 16 and 30), who read newspapers 3.5 days a week
  • Latin Americans from Class A read newspapers 3.9 days a week while the middle class reads newspapers 3.5 hours a week and the lowest socioeconomic class reads them 3.2 days a week

04 internet

The study’s metrics shift once again with this medium, so it doesn’t report how many hours a day Latin Americans spend using the Internet. (That said, a number of other studies have indicated how many hours a day Mexicans, Argentines and Brazilians spend using the Internet.)

So rather than hours per day, the OEI study offers a different data set for Internet use by Latin Americans:

  • 39% of Latin Americans use the Internet either occasionally or every day, while 55% never use the Internet
  • Among the countries with the highest daily use of the Internet are Argentina (39%), Chile (34%), Uruguay (30%), Brazil (29%) and Colombia (27%)
  • Latin American men have a slightly higher daily use of the Internet than women (21% vs. 20%) and also lead when it comes to the occasional use of the medium (19% vs. 17%)
  • 33% of the Latin Americans that use the Internet every day are between 16 and 30, while 20% are between 31 and 50 and 8% are over 51
  • 26% of the Latin Americans who use the Internet occasionally are between 16 and 30, 17% are between 31 and 50 and 8% are older than 51
  • In general, home is where Latin Americans connect to the Internet: it has the highest percentage in all of the countries surveyed (30%) while other places to go online have much lower percentages, such as work (10%), cybercafés (10%) and Wi-Fi (4%)
  • Socioeconomic status is a clear factor in Internet use in Latin America: 34% of the people who use the Internet every day are from the highest socioeconomic class while only 5% of people from the lowest economic class are daily users; the same disparity applies to people who use the Internet occasionally
  • Among the Latin Americans who never use the Internet, 82% are from the lowest socioeconomic class, 61% are from the middle class and 38% are from the highest socioeconomic class
  • According to the OEI survey results, among Latin American Internet users, Facebook is the #1 social network (38% use it), while YouTube is #2 (21%) and Twitter is a distant fourth (11%)

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 Latest on Media Consumption in Argentina

A massive 2013 study of more than 30,000 Argentines reveals their media consumption habits. Agencies and advertisers should find this data useful in planning media campaigns in Argentina. As such, below we break down some of the study’s key findings.


  • 98% of Argentines watched TV in the past year
  • 83% of Argentines watch TV nearly every day while 13% watch TV a few days a week
  • 68% of Argentines say their TV signal is from cable while 15% say they watch free TV, suggesting heavy cable TV penetration in Argentina
  • Argentines watch an average of 2 hours and 51 minutes of television a day
  • 65% of Argentines watch between 2 and 4 hours a day
  • 73% of Argentines watch the news on TV, 50% watch movies, 43% watch series and 34% watch sports
  • 95% of Argentines watch TV with a TV set, while 6% use a PC and 2% use a mobile phone


  • 86% of Argentines listen to the radio
  • 54% of Argentines listen to the radio every day and 26% listen to it several days a week
  • Argentine radio listeners spend an average of 3 hours and 28 minutes a day listening to the radio
  • 78% of Argentines listen to the radio with a home device
  • 35% of Argentines listen to the radio using a mobile phone or MP3 player
  • 22% of Argentines listen to the radio with a PC or tablet
  • 75% of Argentines listen to music on the radio and nearly 60% of Argentines listen to the news on the radio
  • 55% of Argentines listen to FM radio, 11% listen to AM radio and 17% listen to both frequencies

PRINT MEDIA (newspaper, magazines, books)

  • Overall, 70% of Argentines read newspapers
  • 23% of Argentines read newspapers nearly every day while 36% of Argentines read newspapers several days a week
  • 56% of Argentines read books, the highest readership level for books in Latin America
  • Overall, 47% of Argentines read magazines
  • 22% of Argentines read magazines several days a week


  • 71% of Argentines own a PC and 68% are PC users
  • 65% of Argentines connect to the Internet and 60% of Argentines have Internet connections in their homes
  • Argentines use PCs an average of 2 hours and 34 minutes a day
  • 62% of Argentines connect to the Internet with a computer while 24% of Argentines connect to the Internet with a mobile phone
  • 2% of Argentines connect to the Internet using a tablet
  • The main reasons that Argentine Internet users go online is to go on social media (57%), check email (54%), listen to/download music (49%), chat (46%), read newspapers (37%) consume other types of media (36%), homework (34%) and watch movies (32%)
  • Facebook is the page that Argentines say they visit the most (24%) while YouTube is the second most popular page (22%); other sites like Hotmail (3%) have much lower reported visit rates
  • 55% of Argentines have Facebook pages while only 13% have Twitter accounts


Girl holding tablet pc

  • 99% OF Argentines own TVs
  • 95% of Argentines own radios
  • 85% of Argentines own CD players
  • 85% of Argentines own mobile phones and 39% can connect to the Internet with their phones
  • 81% of Argentines have pay TV
  • 71% of Argentines have laptops or PCs

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.

7 hottest trends Brazil media consumption

7 Hottest Trends in Media Consumption in Brazil

The last time we reported on media consumption in Brazil, it was tricky. We had to consult various sources to get at the data, including Motorola Mobility IBOPE and comScore. There was no one source with all the data. In addition, the sources we used did not always have the same standard measure. In other words, these sources did not all break down how many hours a day or per week or per month that Brazilians use various forms of media. While they did in some cases, in others they simply offered a percentage of Brazilians that consume a particular media type.

However, a new study does offer a uniform measure of media consumption for Brazilians. It’s from the Secretaria de Comunicação da Presidência da República, the Communications Secretariat for the Presidency. This study, released in March 2014, is based on a survey of more than 18,000 Brazilians. After reviewing the study, we identified 7 key trends in media consumption in Brazil that media planners, marketers and advertisers can use to sharpen their campaigns.

#1 Brazilians Spend More Time Online Than They Do Watching TV
According to the study, Brazilians watch TV an average of 3 hours and 29 minutes per day during the week and 3 hours and 32 minutes a day on weekends. However, Brazilians use the Internet an average of 3 hours and 39 minutes a day during the week and 3 hours and 43 minutes a day on weekends.

#2 TV Still Rules in Brazil
Despite the higher per-day consumption of Internet, TV still reaches more Brazilians overall. When asked how often they watch TV, 65% of Brazilians say they watch it every day and only 3% say they never watch TV. In contrast, 53% of Brazilians say they never use the Internet. However, it is important to note that 26% of Brazilians report going online every day and 48% of Brazilians use the Internet 1-7 days a week. In comparison, 60% of Brazilians listen to the radio 1-7 days a week. So as a medium, Internet in Brazil has a weekly consumption that is not far behind that of the top 2 media: 48% for Internet compared to 60% for radio and 65% for TV.

#3 Brazilians Trust Newspaper Ads the Most
When asked about the advertisements that they trusted most in different media, 47% of Brazilians said they trusted newspaper ads most or all of the time. The #2 medium in terms of trust in advertising was radio: 42% of Brazilians said they trusted radio ads most or all of the time. Interestingly, ads on TV earned the same amount of trust from Brazilians as radio, i.e. 42%. Ads on blogs earned the most distrust among Brazilians: 76% said they either never trust or rarely trust ads that appear in blogs.

#4 Free TV Still Dominates the Airwaves
While pay TV has grown impressively in Brazil to reach more than 18 million subscribers at the end of 2013, this survey shows a significant advantage in penetration for free TV in Brazil. According to the survey results, 67% of Brazilians reported only watching free TV in their homes versus 7% reporting that they only watch pay TV and 24% indicating that they watch both pay and free TV.

#5 Facebook Rules the Internet in Brazil
When the Internet users among the Brazilians surveyed were asked which sites they visit the most, Facebook was mentioned by nearly 64% of them. In the #2 spot was, mentioned by 7%. Among the top 10 sites mentioned by Brazilian Internet users was the portal iG, which was more popular than sites like Instagram, Twitter or Mercado Livre. Facebook was also the #1 site mentioned by Brazilian Internet users when they were asked which site they use most as an information source, while iG was in the top 10 for this category as well.

#6 Broadcast Media Are Better for Reaching Brazilian Women

Speaking strictly in terms of time spent using certain media, Brazilian women listen to the radio and watch TV more than men do. For example, Brazilian women listen to the radio for 3 hours and 14 minutes a day, compared to 2 hours and 59 minutes for men. Brazilian women watch TV for 3 hours and 47 minutes a day during the week, compared to 3 hours and 10 minutes a day for men. On weekends, Brazilian women watch TV for 3 hours and 38 minutes a day, compared to 3 hours and 26 minutes for men.
Why is this important? One reason is that the income of Brazilian women has grown by 62% over the past 10 years, compared to just 39% for men. In addition, women make 80-90% of purchase decisions in Brazilian homes when it comes to beauty products, home décor, food and childcare. Brazilian women also make 62% of the purchase decisions when it comes to male hygiene products.
Other studies have shown that married men in Brazil indicate that their wives generally are the ones who decide on supermarket purchases, the clothes that men wear, the family car, the computer and the travel destinations of the family when they go on vacation.

#7 PCs Are Still the Top Device for Accessing the Internet in Brazil
When asked which device they use to access the Internet, 84% of Brazilian Internet users in the survey said they use computers and 40% said they use cell phones. Only 8% of Brazilians said that they use tablets to access the Internet.

To find out more how we can help you reach Brazilians with a campaign in any form of media, including Facebook via retargeting, print, TV, Internet or via programmatic buying, please contact us.


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.


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



  • 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.













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.


The Latest on Media Consumption in Latin America

As part of implementing effective campaigns, advertisers and media agencies have to factor in which forms of media reach different audience segments the best. In Latin America, one basic metric to factor in is how much time people spend with different forms of media. Unfortunately, determining this is fairly tricky. First, there isn’t a regional authority measuring all media use across Latin America. Second, the data that’s out there comes from different sources that measure some forms of media and not others. Third, media consumption is usually measured in specific countries—but not in all 20+ countries in Latin America. For example, despite our best research efforts, we don’t have detailed media consumption data for El Salvador. Finally, firms use different criteria to measure media consumption—it’s not always simply the amount of time Latin Americans in different countries spending using different forms of media.

That said, there is still enough data out there to give us a reasonable data portrait for media consumption in key markets in Latin America.

Recent aggregate data published by LAMAC used 2012 survey data from TGI LATINA about media use in Argentina. The survey asked Argentines if they have watched free or pay TV in the past 7 days and if they have listened to the radio the day before the survey in any location. It also asked Argentines if they had gone online in the past 30 days, if they had read a newspaper in the past 30 days and if they had read a magazine in the past 6 months. LAMAC compared the responses to these questions in 2012 to responses in 2006 and indicated drops in the consumption of magazines (36%), newspapers (17%) and free TV (1.6%). It noted increases in consumption for pay TV (7.7%)  and Internet (27%). However, these responses are driven by the particular questions and the time frames as opposed to the actual time spent by Argentines with each form of media each day or week.
Below are media consumption figures for Argentina from different sources that may round out our understanding.

TV: Argentines watch 6 hours of TV every day, significantly higher than the world average of 3 hours and 12 minutes. While we could not find a study that indicates how much time is spent watching free TV versus pay TV, LAMAC does indicates that pay TV has 83% penetration in Argentina.

Print Media: 7 out of 10 Argentines say they buy the daily newspaper, though no recent studies seem to highlight how much time per day Argentines spend reading newspapers or print media. There was also no recent data on magazine readership in Argentina, whether it was overall percentages or amount of time spent reading them.

Radio: Nearly 90% of Argentine homes have a radio and 56% report listening to the radio daily, though we didn’t find recent studies that highlight how many hours a day Argentines spend listening to the radio.

Online Radio: More than 3.6 million Argentines listen to online radio stations.


Internet: 58% of Argentines have Internet access, 54% report that the Internet is their primary information source and Argentines spend 26 hours a month on the Internet (less than 1 hour per day)

TV: Brazilians watch TV an average of 20 hours per week, just behind the U.S. average of 23 hours per week.

Print Media: Depending on the source cited, 31%, 46% or 57% of Brazilians read newspapers. Which percentage you choose to see as correct depends on the source. IBOPE claimed it was 31%, while the Brazilian government claimed 46% and Fundação Perseu Abramo claimed that it was 57%. Even at 31%, this means that 60 million Brazilians read the newspapers, a significant audience that suggests strong reach for this medium and explains why circulation of newspapers in Brazil increased in 2012. Unfortunately, neither study covered how much time Brazilians spend with newspapers.
While Fundação Perseu Abramo indicates that 76% of Brazilians read magazines and of these, 50% read Veja, a government source indicates that nearly 35% of Brazilians read magazines. While 76% seems seems quite optimistic and is certainly much higher that the penetration of magazines in Brazil recently listed by IBOPE, 35%  seems like a more realistic figure and is consistent with previous statistics about magazines in Brazil. No recent studies seem to cover how much time Brazilians spend reading magazines.

Radio: According to Target Group Index, radio reaches 49% of the Brazilian population between 12 and 75 years of age, so around 71 million Brazilians listen to the radio overall. However, a different study indicates that 69% of Brazilians say they listen to the radio every day, suggesting a more massive audience of 133 million. The latter study appears to be more consistent with previous research into the reach of radio in Brazil. The studies we reviewed did not indicate how many hours a day or week that Brazilians spend listening to the radio.

Brazilians spend an average of 27 hours per month on the Internet (less than an hour per day), with a significant portion of that time spent on social media. Brazilians spend an average of 9.7 hours per month on social media, compared to the world average of 5.5 hours.

Nearly 74% of Chileans watch TV every day and Chileans watch TV an average of 3 hours and 51 minutes a day.

Radio: Around 48% of Chileans listen to the radio every day, though the studies we reviewed did not indicate how much time Chileans spend listening to the radio.

Newspapers: 20% of Chileans read the newspaper every day and La Tercera is the preferred newspaper in Chile, with 15.8% listing it as their top choice, followed by La Cuerta (14.9%). None of the studies we
reviewed indicated how much time Chileans spend reading newspapers.

Internet: While comScore indicates that Chileans spend an average of 19.5 hours a month on the Internet, the Wave 6 study from UM Chile reports that Chileans spend 11 hours a week online.


TV: While no numbers seem to be available for TV consumption by all Colombians, recent research indicates that the largest group of TV viewers in Colombia are between 5 and 17 and they watch 4 hours a day and that 81% of Colombian women watch TV as opposed to 79% of men. That said, we didn’t observe results for all Colombians in terms of time spent watching TV.

Newspapers: No figures seem to be available for time spent with newspapers by Colombians, but a recent study shows that newspaper readership in Colombia reached 6.3 million in 2013, up from 6.1 million in 2012. Given that Colombia has a population of 46 million, this suggests that 13% of Colombians read newspapers. That said, another source indicates that 26% of Colombians read newspapers.

Radio: According to the results of a small study by Google and D’Alessio IROL, on average Colombians listen to the radio 2.4 hours per day.

Internet: The Google study indicated that Colombians spend an average of 4.3 hours per day online, while another recent study indicated that the average time online for Colombians was 2.6 hours per day. Futuro Digital Colombia 2013, the most recent study from comScore, indicates that Colombian Internet users spend 17 hours per month online, per user.


TV: More than half of Mexicans (53.6%) watch TV between 2 and 4 hours per day, while 20% watch 1 hour per day and nearly 10% watch between 5 and 10 hours a day.

Newspapers: 27% of Mexicans read daily newspapers and el Estudio General de Medios for 2013 indicated that El Universal increased readership by 50% between January 2012 and June 2013.

Radio: 56% of Mexicans report listening to the radio, with 92% of listeners using traditional radios and 5.4% listening to online radio. Nearly 57% of Mexican radio listeners report listening to the radio between 1 and 3 hours a day, while 26% listen to radio more than 3 hours a day and 16% listen to radio for less than 1 hour per day.

Internet: While comScore reports that Mexicans spend an average of 17 hours per month online, Asociación Mexicana del Internet (AMIPCI) reports much more robust participation: its 2013 study Hábitos de los usuarios del Internet en México indicated that Mexican Internet users spend 5 hours a day online.



TV: Peruvians spend an average of 3 hours and 20 minutes a day watching TV.

Print Media: According to one recent study, Peruvians report spending between 30 and 41 minutes a day reading newspapers, with younger readers (ages 12-17) reporting 30 minutes and those older than 35 reporting 41 minutes. That said, research from the Consejo Consultivo de Radio y Television indicates that Peruvians spend 1 hour and 23 minutes a day reading print media (both newspapers and magazines)

Radio: Peruvians spend 2 hours and 53 minutes a day listening to the radio.

Internet: Peruvians spend 2 hours and 40 minutes a day online.


Overall, data for media consumption in Uruguay is not abundant, but we were able to find a June 2013 study from Opción Consultores, a market research firm, that offered some data about media consumption in the country.

77% of Uruguayans watch TV every day, while 11% watch it several times a week and nearly 5% never watch it. However, the amount of hours per day that Uruguayans spend watching TV was not specified.

Radio: 61% of Uruguayans listen to the radio every day, with 13.7 listening to it several times a week.

Print media: Around 12% of Uruguayans report reading print media every day, nearly 10% read them several times a week and 22% read them once a week. A significant number (nearly 45%) of Uruguayans say they never read print media. Of the Uruguayans that do read print media, 58% prefer El País, with El Telégrafo in the #2 spot with 4.3%.

Internet: Nearly 33% of Uruguayans say they use the Internet every day and nearly 11% use it several times a week. That said, 46% never use the Internet. Facebook is by far the most popular site among Uruguayans that do use the Internet, with 44% saying it’s their preferred site. Google is #2 with nearly 18%, followed by Mercado Libre, with nearly 6%.

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.