It’s not news that Latin America is hot. Tons of stories cover how the region boasts a spiking GDP and how Brazil is the number 7 economy in the world. There’s also the overall ad spend in Latam, up 21 percent in 2010. But the news media seem to have skipped over themselves in covering this story. Meaning this: right now, Latin American media are surging more powerfully than they ever have before. Here are 4 quick takeaways about the state of Latam media right now—and in the future.
Print Has Power
While newspapers and magazines in the U.S. and Europe took some severe hits in circulation and ad revenues in recent years, Latam newspapers and magazines grew impressively. And they’re going to keep growing.
Here’s a look:
- Newspaper circulation: Up 5% for Latam newspapers in 2010
- Newspaper revenue: Up 65% between 2005-2009, going up by 17% in 2011, then by 14% a year through 2016
- Latam magazines: Revenues went up by 15% in 2010, are projected to go up by 12% in 2011, then by 10% every year through 2016
Online Surges Strongly
The Latam media boom’s biggest blast may be happening with this sector. For years, online advertising was the region’s ugly duckling, but one big swan is now emerging. The numbers say:
- The audience is bigger: 182 million at last count, up 927% since 1999
- And growing fast: The Latam online population went up by 15% in 2010 and Brazil leads the pack with nearly 74 million users
- Lots of time online: the average Latam user logs 24 hours a month online, not far behind U.S. users, who spend 32 hours a month online
- Follow the money regionally: Latam online ad spending will grow by 13% a year over the next 5 years and eventually double to $4.2 billion by 2014
- Follow the money locally: in 2010, online ad spend went up by 50% in Argentina to $130 million, by 19% in Brazil, and by 35% in Mexico to $289 million
- E-commerce does big business: this is a $22 billion market regionally, a $7.4 billion market in Brazil, a $2.6 billion market in both Argentina and Mexico and a $550 million market in Chile
- More money: In 2010, TV ad spend was up by 13% in Latam
- A bigger slice: TV commanded 62% of the overall ad spend in the region, a record
- Cable catch-up: Free TV rules the airwaves but pay TV is growing, with the amount of subscribers expected to double to 67 million by 2014
- Biggest pay TV markets to watch: Mexico has 10.8 million households with pay TV, followed by Brazil with 9.8 million, Argentina with 7.9 million and Colombia with 5.9 million
- Big and getting bigger: In 2011 the overall OOH ad spend in Latam is $1.2 billion, projected to double to $2.3 billion by 2016
- Eye on Brazil: Despite restrictions on outdoor advertising in cities like Sao Paulo, the country still has a $464 million OOH market
- Digital doings: Digital OOH is growing rapidly in several Latam markets but is hottest in Brazil, spiking 58% in 2010 and set to grow by 60% in 2011
To learn more about how we can leverage this media boom for your company, contact us at firstname.lastname@example.org.
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