advertisers (2007) - Miami University Libraries Digital Collections

Transcription

Americas
Market & MediaFact
2008 Edition
Compiled by: Anne Austin,
Jonathan Barnard, Kate Bermingham,
Nicola Hutcheon, Gareth Owen
Produced by: David Parry
© 2008 ZenithOptimedia
All rights reserved. This publication is protected by copyright. No part of it may be
reproduced, stored in a retrieval system, or transmitted in any form, or by any means,
electronic, mechanical, photocopying or otherwise, without written permission
from the copyright owners.
ISSN 1364-0267
Every effort has been made in the preparation of this book to ensure accuracy of the contents,
but the publishers and copyright owners cannot accept liability in respect of errors or
omissions. Readers will appreciate that the data is only as up-to-date as printing schedules
will allow and is subject to change.
ZENITHOPTIMEDIA
ZenithOptimedia is one of the world's leading
global media services agencies with 195 offices
in 70 countries.
ZenithOptimedia is committed to delivering to
clients the best possible return on their
advertising investment.
Key clients include AlcatelLucent, Beam Global
Spirits & Wine, British Airways, Darden
Restaurants, Electrolux, General Mills, Giorgio
Armani Parfums, Hewlett-Packard, Kingfisher,
Mars, MBNA Europe, Nestlé, L'Oréal, Puma,
Polo Ralph Lauren, Qantas, Richemont Group,
Sanofi-Aventis, Siemens, Thomson Multimedia,
Toyota/Lexus, Twentieth Century Fox, Verizon,
Whirlpool, Wyeth and Zurich.
This approach is supported by a unique system
for strategy development and implementation,
The ROI Blueprint. At each stage, proprietary
ZOOM (ZenithOptimedia Optimisation of Media)
tools have been designed to add value and
insight.
The ZenithOptimedia Village enables the widest
range of communications opportunities and
skills to be brought together to ensure the most
powerful connections are made with consumers.
For further information on ZenithOptimedia, please contact:
Steve King
Chief Executive Officer
Tel: +44 20 7961 1046
Fax: +44 20 7961 1042
[email protected]
Tim Jones
Chief Executive Officer – USA
Tel: +1 212 859 5100
Fax: +1 212 727 9495
[email protected]
John Taylor
Director of Client Service - Worldwide
Tel: +44 20 7961 1133
Fax: +44 20 7961 1002
[email protected]
Philip Talbot
Chief Executive Officer – Asia Pacific
Tel: +852 2236 9080
Fax: +852 2250 9388
[email protected]
All our publications are now available online at www.zenithoptimedia.com
CONTENTS
Page
1
SUMMARY TABLES
COUNTRY DATA
Argentina
13
Brazil
28
Canada
37
Colombia
58
Costa Rica
77
Mexico
89
Panama
108
Peru
119
Puerto Rico
136
United States of America
154
Uruguay
189
GLOSSARY
204
SUMMARY TABLES: EXCHANGE RATES
SUMMARY TABLES
EXCHANGE RATES
1 US$ = …local currency
Country
Currency
2007
2006
% change
Argentina
Peso
3.10
3.05
1.4
Brazil
Real
1.95
2.18
-10.5
Canada
Canadian Dollar (C$)
1.07
1.34
-20.1
Colombia
Peso
2,078.3
2,361.1
-12.0
Costa Rica
Colon
516.62
511.30
1.0
Mexico
Peso
10.93
10.90
0.3
Panama
Balboa
1.00
1.00
0.0
Peru
Nuevo Soles
3.13
3.27
-4.5
Puerto Rico
US Dollar (US$)
1.00
1.00
0.0
Uruguay
Peso
23.47
24.07
-2.5
USA
US Dollar (US$)
1.00
1.00
0.0
1
SUMMARY TABLES: ADVERTISING EXPENDITURE
ADVERTISING EXPENDITURE
Advertising as a percentage of Gross Domestic Product
1999
2000
2001
2002
2003
2004
2005
2006
2007
Argentina
1.14
0.94
0.96
0.49
0.64
0.65
0.69
0.73
0.69
Brazil
0.80
0.83
0.72
0.65
0.67
0.70
0.74
0.73
0.74
Canada
0.67
0.64
0.63
0.62
0.63
0.63
0.63
0.64
0.63
Colombia
1.19
1.23
1.31
1.25
1.21
1.05
2.08
2.15
1.91
-
0.65
0.63
0.70
0.65
0.57
0.58
0.56
0.55
Mexico
0.61
0.59
0.57
0.53
0.45
0.44
0.44
0.44
0.48
Panama
1.57
1.49
1.29
1.34
1.52
1.57
1.53
1.60
1.52
Peru
0.45
0.37
0.34
0.33
0.37
0.31
0.32
0.31
0.32
Puerto Rico
2.70
2.65
2.61
2.56
2.49
2.42
1.99
1.70
1.60
Uruguay
0.82
0.74
0.54
0.41
0.38
0.36
0.28
0.27
0.24
USA
1.51
1.60
1.45
1.43
1.39
1.38
1.34
1.33
1.30
Americas^
1.36
1.41
1.30
1.28
1.24
1.23
1.20
1.18
1.15
Costa Rica
Note: These figures have not been adjusted to account for different methods of compilation
and are therefore not fully comparable.
^above countries only
2
SUMMARY TABLES: ADVERTISING EXPENDITURE
Distribution of advertising expenditure by medium (% of total)
Total 2007
adspend News(US$m)
papers
%
Magazines
TV
Radio
Cinema Outdoor Internet
Argentina
1,817
31.5
5.5
47.1
2.7
1.4
9.6
2.3
Brazil
9,742
16.7
8.8
64.2
4.1
0.4
2.9
2.9
Canada
9,049
26.5
7.4
33.9
15.1
-
4.3
12.8
Colombia
3,277
13.1
4.2
56.3
14.7
0.1
10.0
1.5
143
31.2
0.0
34.0
18.0
-
16.8
-
Mexico
4,905
11.6
9.7
69.0
9.7
-
-
-
Panama
300
20.7
5.7
70.3
3.3
-
-
-
Peru
344
21.8
2.9
48.3
11.3
1.5
12.2
2.0
1,746
31.8
3.7
54.6
6.6
0.5
2.6
0.1
56
11.3
1.2
53.6
11.6
2.7
17.9
1.8
USA
179,251
27.9
14.3
32.8
11.8
0.3
3.9
9.0
Americas^
210,629
26.7
13.3
35.9
11.5
0.3
4.0
8.4
Costa Rica
Puerto Rico
Uruguay
Note: These figures have not been adjusted to account for different methods of compilation
and are therefore not fully comparable.
^above countries only
3
SUMMARY TABLES: TELEVISION
TELEVISION
Household penetration of TV accessories (%)
Country
Homes
(000s)
Television
penetration
%
Argentina
10,076
95
97.3
-
-
63.0
-
-
Brazil
53,454
90
97.5
-
3.0
5.3
-
-
Canada
12,927
99
99.0
10.1
27.1
64.7
-
-
Colombia
9,825
-
99.8
-
2.0
77.0
-
-
Costa Rica
1,198
94
94.9
-
-
28.6
-
-
Mexico
23,895
86
-
-
5.3
18.7
-
-
Panama
704
77
85.0
-
20.0
60.0
-
-
Peru
1,861
96
82.0
-
-
36.9
-
-
Puerto Rico
1,425
98
99.0
-
20.0
28.0
20.0
-
Uruguay
1,061
93
93.0
-
-
48.6
-
-
114,780
98
100.0
24.4
27.8
61.3
-
-
USA
Percentage of TV homes with
Colour PVR Satellite Cable DTT
4
IPTV
SUMMARY TABLES: TELEVISION
Viewing/rates
Country
Average minutes
viewed per day
Adults
Average 30 sec
CPT US$
Adults
Argentina
240
53.6
-
6.7*
Canada
259
15.2
Colombia
216
1.7
Costa Rica
197
12.8
Mexico
269
-
Panama
225
15.4
-
11.8
Puerto Rico
390
12.4
Uruguay
180
8.9
USA
301
23.1
Brazil
Peru
* 2006 figure converted from Reals using average 2006 FX rate
5
SUMMARY TABLES: NEWSPAPERS/MAGAZINES
NEWSPAPERS/MAGAZINES
Average rates
Country
Newspaper
B/W CPT US$
Adults
Magazine
colour CPT US$
Adults
Argentina
65.6
10.7
Brazil
26.7*
26.1*
Canada
63.3
11.9
Colombia
40.7
21.9
Costa Rica
8.2
12.8
Panama
13.1
38.3
Peru
15.3
32.2
Puerto Rico
8.3
16.2
Uruguay
257.1
71.7
USA
56.6
12.8
6
SUMMARY TABLES: RADIO
RADIO
Stations/rates
Country
Number of
commercial radio
stations
Average 30 sec
CPT US$
Adults
Argentina
600
2.2
Brazil
3,668
2.5*
Canada
1,238
4.0
Colombia
347
2.2
Costa Rica
150
0.2
Mexico
1,488
0.9
Peru
1,028
2.0
Puerto Rico
128
3.1
Uruguay
283
0.8
14,369
-
USA
7
SUMMARY TABLES: OUTDOOR
OUTDOOR
Sites
Country
Number of
outdoor sites
Argentina
34,100*
Brazil
38,722
Canada
94,648
Colombia
13,200
Peru
8,240
Puerto Rico
3,000
USA
1,120,479
*audited sites only
8
SUMMARY TABLES: CINEMA
CINEMA
Screens/rates
Country
Number of
cinema
screens
Average 60 sec
CPT US$
Adults
Argentina
978
-
Brazil
1,988
-
Canada
2,933
Colombia
512
-
Costa Rica
86
-
Mexico
3,332
-
Panama
101
-
Peru
231
-
Puerto Rico
300
100.0
Uruguay
99
-
38,794
-
USA
9
SUMMARY TABLES: CINEMA
Cinema admissions (mill)
1999
2000
2001
2002
2003
2004
2005
2006
2007
Argentina
31.6
34.6
37.4
37.4
39.7
58.0
53.0
52.0
52.0
Brazil
70.0
68.0
47.9
-
102.9
114.7
-
-
-
Canada
111.6
119.3
119.3
115.0
125.4
119.6
120.3
-
-
Colombia
20.5
22.8
17.8
17.1
12.9
13.7
11.7
15.4
-
Mexico
116.2
123.6
143.0
152.0
137.0
163.0
164.0
-
-
Peru
-
-
-
8.4
8.6
9.4
9.1
11.3
12.5
Puerto Rico
-
-
-
200.0
250.0
300.0
280.0
265.0
-
2.6
2.6
2.2
2.3
2.5
2.6
2.2
2.1
2.2
1,470
1,420
1,490
1,630
1,570
1,530
1,400
1,500
1,400
Uruguay
USA
10
SUMMARY TABLES: INTERNET
INTERNET
Internet
households (%)
Adult population
with access (%)
Argentina
22
41
Brazil
37
35
Canada
85
59
Colombia
17
21
Costa Rica
27
-
Mexico
21
22
Peru
6
23
Puerto Rico
30
31
Uruguay
47
40
USA
82
60
11
SUMMARY TABLES: MEDIA REACH
MEDIA REACH
Daily (%)
Argentina
Canada
Colombia
Mexico
Puerto Rico
USA
Newspapers
49
19
52
TV
98
84
78
70
80
Radio
74
71
75
12
Internet
13
35
Monthly (%)
MagaMobile
zines Cinema
TV
15
16
85
26
41
11
45
35
2
93
45
6
ARGENTINA: ECONOMIC DATA
ARGENTINA
ECONOMIC DATA
Main economic indicators 2000-2007
2000
2001
1 US$ = 3.10 Peso at 2007 rate
2002
2003
2004
2005
2006
2007
375.9
20.3
519.3
6.0
447.6
19.1
592.4
14.1
531.9
18.8
642.1
8.4
654.4
23.0
712.1
10.9
812.1
24.1
812.1
14.0
9.9
13.7
11.7
15.4
13.7
16.6
16.7
18.2
20.5
20.5
121.4
167.8
144.6
191.4
171.8
207.4
211.4
230.0
262.3
262.3
Gross Domestic Product (Peso billion)
at current prices
% change
at 2007 prices
% change
284.2
0.2
554.8
1.1
268.7
-5.5
530.4
-4.4
312.6
16.3
490.0
-7.6
Gross Domestic Product per capita (Peso 000s)
at current prices
at 2007 prices
7.7
15.0
7.2
14.2
8.3
13.0
Gross Domestic Product (US$ billion)
at current prices
at 2007 prices
91.8
179.2
86.8
171.3
101.0
158.3
Gross Domestic Product per capita (US$ 000s)
at current prices
at 2007 prices
2.5
4.9
2.3
4.6
2.7
4.2
3.2
4.4
3.8
5.0
4.4
5.4
5.4
5.9
6.6
6.6
36.9
37.3
37.6
38.0
38.4
38.8
39.1
39.5
50.7
-1.1
63.8
25.9
72.4
13.5
75.6
4.4
82.8
9.6
91.9
10.9
100.0
10.9
0.96
0.49
0.64
0.65
0.69
0.73
0.69
55.1
36.7
22.3
17.1
26.1
15.0
28.6
16.0
18.5
8.9
Population
Millions
Consumer Price Index
2007=100
% change
51.2
-0.9
Ad.spend as a % of GDP
0.94
Advertising Expenditure Growth (%)
at current prices
at 2007 prices
-17.2
-16.5
-4.0
-2.9
-39.9
-52.3
Source: IFS, ZenithOptimedia
13
ARGENTINA: ADVERTISING EXPENDITURE
Advertising expenditure in Peso (mill) at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
3,476
3,603
3,231
2,674
2,568
1,543
2,393
2,926
3,690
4,747
5,624
Newspapers
1,460
1,580
1,091
654
808
613
963
1,108
1,282
1,628
1,769
Magazines
263
292
306
331
271
77
128
181
238
251
307
TV
1,291
1,260
1,371
1,182
1,051
647
1,037
1,289
1,744
2,237
2,650
Radio Cinema Outdoor Internet
220
50
193
215
49
207
204
54
204
231
48
228
226
44
168
68
26
101
11
83
37
128
17
93
43
188
24
105
57
232
32
126
66
348
91
152
76
539
131
Advertising expenditure in Peso (mill) at constant 2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
6,702
6,888
6,250
5,220
5,069
2,419
3,306
3,872
4,454
5,165
5,624
Newspapers
2,814
3,021
2,111
1,277
1,595
961
1,330
1,466
1,548
1,771
1,769
Magazines
507
558
592
646
535
121
177
240
287
273
307
TV
2,490
2,409
2,653
2,307
2,074
1,014
1,433
1,706
2,105
2,434
2,650
424
96
372
411
93
395
395
105
395
451
94
445
446
87
332
107
41
158
17
115
51
177
23
123
57
249
32
127
69
280
39
137
72
379
99
152
76
539
131
Source: AAAA
Notes: 1. After discounts
2. Excludes production costs
3. Excludes classified
4. 1997-2001 includes agency commission at 15%; 2002-2007 excludes agency
commission.
5. 1997-2002 Radio, magazines and outdoor are Buenos Aires only;
2003 radio and outdoor are Buenos Aires only.
6. Outdoor monitoring expanded in 2007 to include new types of 'spectaculars' display.
7. Internet includes display and search.
Main advertising restrictions
Tobacco: Self-regulation. Only use outdoor and press.
Alcohol: Self-regulation. Use all media, but may only advertise on TV after 10pm.
Pharmaceutical: Can only advertise free-selling medicines.
Political: Not allowed to advertise 48 hours before election day.
14
ARGENTINA: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
2,736,690
Buenos Aires
Spanish
Peso
Source: CIA Factbook 2008
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
5,179
3,336
3,010
2,313
1,978
1,373
1,571
18,760
Female
(000s)
5,017
3,251
2,991
2,347
2,116
1,669
2,432
19,824
Total
(000s)
10,197
6,587
6,001
4,660
4,095
3,042
4,003
38,584
Female
(000s)
2,165
6,617
11,043
19,824
Total
(000s)
4,245
13,504
20,835
38,584
Source: Indec
Population status
AB/C1
C2
D/E
Total
Male
(000s)
2,080
6,887
9,792
18,760
Source: Asoc. Argentina de Marketing
Definition of adult status:
AB = upper class
C1 = high middle class
C2 = middle middle class
D = lower class
E = subsistence
15
ARGENTINA: TELEVISION
TELEVISION
Number of households: 10,075,814
Number of television households: 9,572,023 (95.0%)
Television homes with:
Colour
VCR
DVD
Remote control
Cable (connection) - total
Digital cable (connection)
97.3%
37.4%
37.7%
94.8%
63.0%
2.3%
Source: TGI
No TV licence fee
Average minutes viewed per day per adult: 240
Main channels
Channel
Terrestrial
Telefé
Canal 13
Canal 9
América
Canal 7
Cable/satellite
TN
TyC Sports
Crónica TV
Fox Sports
Disney Channel
Cinecanal
Jetix
Canal 26
Space
Discovery Kids
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
95
95
95
95
95
20
21
24
22
21
1,648
1,780
2,016
1,882
1,785
-
24
24
24
24
24
24
24
24
24
24
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
Source: Ibope TGI, Asociación Argentina de TV por Cable, Comfer
16
Cost/audience
Channel
Telefé
Canal 13
Canal 9
América
Canal 7
Peak
time
2000-2400
2000-2400
2000-2400
2000-2400
2000-2400
Peak rate
30 sec
(Peso)
80,750
82,875
41,250
25,620
4,650
Source: Tarifario - Ibope TV Data
Average CPT: Peso 166.65
Share of viewing
Share of viewing (%)
Channel
Terrestrial
Telefé
Canal 13
Canal 9
América
Canal 7
Cable/satellite
TNT
Disney Channel
TyC Sports
Crónica TV
Fox Sports
Jetix
Discovery Kids
Space
Cinecanal
Canal 26
TNT
Cartoon Network
I.Sat
Fox
Utilisima
Other channels
2007
Individuals
Adults
43.8
29.4
14.7
9.2
2.9
38.7
31.4
16.1
10.5
3.3
8.6
6.3
6.2
4.4
4.3
4.3
4.0
3.8
3.5
3.3
3.2
2.9
2.6
2.2
2.0
38.4
9.9
4.1
7.3
5.2
4.7
2.6
3.1
4.3
3.7
3.7
3.4
1.6
2.7
2.1
2.4
39.2
Source: Ibope
17
Peak adult
audience
(000s)
615
417
208
131
41
30 sec peak
adult CPT
(Peso)
131
199
199
196
115
Top ten television programmes (2007)
Programme
Copa America 07 Argentina v Mexico
Copa America 07 Argentina v Columbia
Copa America 07 Argentina v Brazil
Copa America 07 Argentina v Peru
Copa America 07 Argentina v Paraguay
Copa America 07 Argentina v USA
Elim 2010 Columbia v Argentina
Gran Hermano 07 Gran Final
Gran Hermano 07 Fam Gala (DOM)
Elim 2010 Venezuela v Argentina
Channel
Canal 13
Canal 13
Canal 13
Canal 13
Canal 13
Canal 13
Canal 13
Telefe
Telefe
Canal 13
Adult
TVR
30.3
28.3
26.9
25.1
24.1
22.6
20.7
19.6
19.1
18.7
Source: Ibope
Top ten television
advertisers (2007)
Top ten television
advertisers (2007)
TV expenditure
Advertiser
Peso (mill)
Unilever
967.6
Danone
727.4
SC Johnson & Son
275.5
Procter & Gamble
249.6
GlaxoSmithKline
247.4
Telecom Argentina
189.8
Pepsi
153.8
Cia de Telefonicas del interior
151.9
Bayer
147.1
Cencosud
144.1
Advertiser
Food
Cosmetics/toiletries
Communications
Cleaning products
Sales houses
Pharmaceutical
Soft drinks
Banks
Alcoholic drinks
Home appliances
Source: Monitor de Medios Publicitarios
18
TV expenditure
Peso (mill)
1,541.8
1,174.7
795.8
818.6
734.8
700.5
536.1
349.3
307.4
209.8
ARGENTINA: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily w=weekly
Title
Clarin (d)
La Nacion (d)
Crónica (d)
La Razon (d)
Perfil (w)
Ambito Financiero (d)
Diario Popular (d)
El Cronista (d)
Ole (d)
Infobae (d)
Circulation
(000s)
405
175
166
100
90
86
82
60
52
30
Adult
Full page Adult CPT Full page
readership
B/W
B/W
Colour
(000s)
Peso
Peso
Peso
500
106,200
212.4
132,538
250
96,378
385.5
125,266
350
48,121
137.5
62,557
240
45,200
188.3
54,080
150
30,184
201.2
37,812
150
59,168
394.5
76,918
340
31,660
93.1
46,339
100
21,275
212.8
24,420
250
29,850
119.4
35,760
100
26,354
263.5
34,260
Source: IVC - Tarifario
Average CPT (B/W): Peso 203.45
Average CPT (colour): Peso 259.24
Top ten newspaper product
categories (2006)
Top ten newspaper
advertisers (2006)
Newspaper expenditure
Category
Peso (mill)
Sales houses
553.4
Communications
179.4
Automotive
132.1
Banks
111.6
Building & decorating
71.1
Finance & insurance
60.2
Education
58.0
Tourism
54.8
Home appliances
52.4
Transport
46.1
Advertiser
Peso (mill)
Cencosud
102.1
Carrefour
85.0
Coto Cisca
78.5
Fravega Sciei
69.1
Telecom Argentina
63.9
Garbarino
51.7
Cia Del Telecoms del Interior
35.6
Red Megatone
27.5
BCO Rio de la Plata
25.5
Grupo Telefonica
24.5
19
ARGENTINA: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
bm=bi-monthly
Title
Newspaper supplements
Revista Viva (w)
Revista Nueva (w)
Rumbos (W)
La Nación Revista (W)
General Interest
Pronto (W)
Noticias (w)
Paparazzi (w)
Caras (w)
Gente (w)
Veintitres (w)
Economy & Business
Mercado (m)
Fortuna (W)
Lifestyle
El Planeta Urbano (m)
Mustique (bm)
Men's
Gabo (bm)
Brando (m)
Women's
Cosmopolitan (m)
Luz (W)
Mía (w)
Elle (m)
FTV mag (bm)
Para Ti (w)
Look (m)
Sophia (m)
Vanidades (m)
Deco
Living (bm)
Music
Rolling Stones (m)
Trades
Apertura (bm)
Travel
Lugares (m)
Adult
Circulation readership Colour
Colour
B/W
(000s)
(000s)
Peso
Peso
Peso
793
407
365
270
500
300
350
450
51,564
36,385
22,625
27,940
103.1
121.3
64.6
62.1
51,564
36,385
22,625
27,940
102
49
47
45
41
22
800
300
400
400
500
500
17,000
18,900
6,000
17,500
15,000
18,000
21.3
63.0
15.0
43.8
30.0
36.0
17,000
18,900
6,000
17,500
15,000
18,000
18
5
250
300
9,900
14,900
39.6
49.7
9,900
14,900
12
10
500
800
5,800
4,000
11.6
5.0
5,800
4,000
30
20
800
500
13,500
10,000
16.9
20.0
13,500
10,000
95
68
38
38
30
26
20
20
17
300
300
300
350
800
400
300
500
450
15,000
9,000
7,500
13,500
13,500
12,600
4,500
5,800
9,000
50.0
30.0
25.0
38.6
16.9
31.5
15.0
11.6
20.0
15,000
9,000
7,500
13,500
13,500
12,600
4,500
5,800
9,000
75
300
7,500
25.0
7,500
37
300
9,500
31.7
9,500
5
100
6,500
65.0
6,500
23
300
7,500
25.0
7,500
Source: IVC - Tarifario
20
ARGENTINA: MAGAZINES
Average CPT (colour): Peso 33.23
Top ten magazine product
categories (2007)
Top ten magazine
advertisers (2007)
Magazine expenditure
Category
Peso (000s)
89,031
Textiles
84,916
Sales houses
33,392
Communications
33,013
Automotive
30,680
Home appliances
24,355
Alcoholic drinks
24,168
Tourism
23,465
Footwear
23,267
Food
20,484
Advertiser
Peso (000s)
Unilever
13,643
L'Oréal
12,246
Grupo Telefonica
7,762
Beiersdorf
5,985
Procter & Gamble
5,979
Johnson & Johnson
5,933
Renault
5,295
Repsol
4,996
Cannon Puntanna
4,509
LVMH
4,356
21
ARGENTINA: RADIO
RADIO
Number of radio households: 9,975,056 (99.0%)
Source: TGI
Number of commercial radio stations: 600
Source: ZenithOptimedia estimate
Average daily listening minutes per adult: 360
Source: TGI
Costs/audiences
Station
National
Radio 10 (LRL 710)
Rock and Pop
LA 100
FM Hit (40 Principales)
Mega 98.3
Mitre (LR6)
Vale 97.5
Continental (LS4)
Radio Disney
Metro 95.1 (Metrodance)
Main regional
LV3 - Córdoba
LV6 - Mendoza
LT2 - Rosario
LT9 - Santa Fe
LU6 - Radio Atlántica
LU2 - Bahía Blanca
LV7 - Radio Tucumán 930
Peak rate Peak adult 30 sec peak
(30 sec) audience adult CPT
(Peso)
(000s)
(Peso)
Type
Peak
time
news
talk & music
talk & music
music
music
news
music
news
music
talk & music
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
0900-1200
1,350
1,800
2,700
1,350
750
600
630
570
360
1,350
447
218
216
200
172
156
83
80
68
68
3.0
8.3
12.5
6.7
4.4
3.8
7.6
7.2
5.3
19.9
talk
talk
talk
talk
talk & music
talk
talk
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
600
200
350
150
220
190
220
68
-
8.8
-
Source: Ibope, Tarifario
Top ten radio
advertisers (2006)
Top ten radio product
categories (2006)
Radio expenditure
Advertiser
Peso (mill)
Unilever
14.6
Cia Telefonos Del Interior
11.9
Telecom Argentina
11.5
Cencosud
11.4
Pepsi
9.5
Renault
9.1
Grupo Telefonica
8.3
Quilmes Cerveceria y Malt
8.0
Coca-Cola
7.2
Maxiconsumo
6.9
Category
Sales houses
Telecommunication
Automotive
Finance & insurance
Health services
Pharmaceutical
Food
Soft drinks
Banks
Oil & chemical industry
Source: Agency records
22
Radio expenditure
Peso (mill)
61.1
47.6
28.7
25.3
25.1
24.4
22.6
21.9
20.1
19.5
ARGENTINA: OUTDOOR
OUTDOOR
Number of outdoor sites: 34,100 *
* audited sites only
Type, size and cost of sites
Number of
sites
227,600
4,450
13,560
18,731
650
1,980
1,200
Type/size of display
Boards
Giant boards, top site, premium panel
Six boards, six boards - double
Bus shelters, light boards
Backlights, frontlights
Telephone booth
Point of sale
Source: Scopesi
Top ten outdoor
advertisers (2007)
Top ten outdoor product
categories (2007)
Outdoor expenditure
Advertiser
Peso (000s)
Automovil Club
22,504
Prima
20,799
Telecom Argentina
20,702
Grupo Telefonica
19,038
Nobleza Picardo Saicyf
17,974
Cia de Telefonos del Interior
16,106
Massalin Particulares
14,496
Coca-Cola
12,536
Unilever
12,034
Fibertel
8,852
Category
Communications
TV & radio
IT
Cigarettes
Insurance
Entertainment
Banks
Cinema
Political
Soft drinks
Source: Scopesi
Source: Scopesi
23
Outdoor expenditure
Peso (000s)
67,124
53,688
45,685
32,626
31,327
22,529
18,742
16,068
15,551
15,200
ARGENTINA: CINEMA
CINEMA
Number of cinema screens: 978
Source: FilmSuez
Number of screens used in typical
national campaign: 100
Source: FilmSuez
Trend in admissions
2002
2003
2004
2005
2006
2007
Admissions
(mill)
37.4
39.7
58.0
53.0
52.0
52.0
Source: FilmSuez
Cinema audience profile
Age
16-24
25-34
35-49
50+
Sex
Male
Female
Class
ABC1
C2
C3
D1
D2
%
33
13
39
15
%
50
50
%
21
17
28
21
13
Source: FilmSuez, TGI
24
ARGENTINA: CINEMA
Top films (2007)
Film
I Am Legend
The Golden Compass
Bee Movie
El orfanato
The Bourne Ultimatum
The Fantastic Four: Rise of the Silver Surfer
The Simpsons
Harry Potter and the Order of the Phoenix
Source: Cines Argentinos
Top cinema
product categories (2007)
Top cinema
advertisers (2007)
Category
Automotive
Banks
Telecommunication
Mobile phones
Others
Owner
Village Cinemas
Hoyts Gral Cinemas
Cinemark Argentina
Show Case
Source: FilmSuez
Source: FilmSuez
25
ARGENTINA: INTERNET
INTERNET
Homes with internet connection: 2,256,982 (22.4%)
Adult internet users: 11,496,950 (40.5%)
Adult internet users with home broadband: 15.6%
Typical monthly cost of internet access: Peso 60
Average minutes spent online per day (adults with
internet access): 60-120
Source: TGI, IAB, Global Mind
Cost of display ads
Type
Banner
Skyscraper
Expandible
Layer
Rich Media
Top ten internet sites (2007)
Typical cost per thousand
(Peso)
22
20
25
38
47
Site
Clarin
Terra Argentina
De Remate Argentina
Lanacion.com
Ole
UOL
Ciudad
Paginas Amarillas
Pagina Dorados
La Voz del Interior
Source: Global Mind
Unique visitors
per month
5,362,684
4,317,843
3,500,822
2,095,955
1,875,417
1,503,764
1,492,129
625,394
591,943
408,957
Source: IAB, Global Mind
Top ten internet
owners (2007)
Top ten internet product
categories (2007)
Owner
Clarin
Terra Argentina
Lanacion.com
UOL
La Voz del Interior
Pagina Amarillas
Viarosario
Pagina Dorados
El dia de la Plata
Datafull
Category
Automotive
Telecommunication
Bank
Entertainment
Food & drink
Hygiene
Laboratory
Education
Software
Tourism
Source: IAB
Source: Global Mind
26
ARGENTINA: MEDIA REACH/OVERALL
MEDIA REACH
% reach by medium (adults)
Daily
97.7
49.2
74.2
-
Television
Newspapers
Weekly magazines
Monthly magazines
Radio
Outdoor
Cinema
Internet
Weekly
16.8
89.1
-
Monthly
15.3
16.2
43.7
Source: TGI
OVERALL
Top ten overall
advertisers (2007)
Top ten overall product
categories (2007)
Media expenditure
Advertiser
Peso (mill)
Unilever
870.4
Danone
635.8
Cencosud
258.7
SC Johnson & Son
239.7
Telecom Argentina
236.8
Procter & Gamble
235.5
GlaxoSmithKline
224.9
Cia De Telefonos Del Interior
201.5
Carrefour
171.3
Pepsi
166.0
Media expenditure
Category
Peso (mill)
Food
1,457.1
Sales houses
1,286.9
1,135.2
Telecommunication
983.4
Cleaning products
724.9
Pharmaceutical
690.1
Soft drinks
573.3
Banks
471.5
Automotive
352.7
Alcoholic drinks
331.4
27
BRAZIL: ECONOMIC DATA
BRAZIL
ECONOMIC DATA
1 US$ = Reals
2000
1.83
2001
2.35
2002
2.92
2003
3.08
2004
2.92
2005
2.43
2006
2.18
2007
1.95
1,700
15.0
2,091
0.3
1,941
14.2
2,240
7.1
2,147
10.6
2,319
3.5
2,323
8.2
2,407
3.8
2,559
10.2
2,559
6.3
Gross Domestic Product (Reals billion)
at current prices
% change
at 2007 prices
% change
1,179
21.1
1,928
13.1
1,302
10.4
1,993
3.3
1,478
13.5
2,085
4.6
Gross Domestic Product per capita (Reals)
at current prices
at 2007 prices
6,772
11,070
7,369 8,244
11,277 11,629
9,351 10,533 11,493 12,270 13,342
11,502 12,152 12,410 12,712 13,342
at current prices
644.5
554.1
506.1
552.5
663.9
882.2 1,068.0 1,314.2
Gross Domestic Product per capita (US$)
at current prices
3,700
3,136
2,823
3,039
3,602
4,722
5,641
6,852
174.2
176.7
179.3
181.8
184.3
186.8
189.3
191.8
65.3
6.8
70.9
8.5
81.3
14.7
86.7
6.6
92.6
6.8
96.5
4.2
100.0
3.6
0.72
0.65
0.67
0.70
0.74
0.73
0.74
11.1
26.4
40.1
19.4
25.2
Population
Millions
2007=100
% change
61.2
7.1
0.83
at current prices
24.9
-26.0
-16.5
28
BRAZIL: ADVERTISING EXPENDITURE
Advertising expenditure in US$ million at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
6,616
6,417
4,295
5,365
3,968
3,313
3,625
4,576
6,407
7,617
9,464
Newspapers
1,550
1,444
975
1,154
844
664
664
796
1,087
1,244
1,631
Magazines
591
603
429
566
415
314
348
400
592
693
853
TV
3,998
3,832
2,468
3,105
2,334
2,014
2,237
2,941
4,141
5,021
6,258
Source: InterMeios Project, ZenithOptimedia
2. Includes agency commission
3. Includes classified
4. Includes production costs
5. TV includes cable from 1998
Tobacco: Banned before 10pm.
Alcohol: Banned before 9pm.
29
Radio
264
258
206
263
189
152
166
207
280
335
403
Cinema
22
28
40
Outdoor
214
281
217
278
185
168
210
232
284
295
280
Internet
55
77
112
167
278
BRAZIL: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
8,459,530
Brasilia
Portuguese
Real
Population by age
0-14
15-64
65+
Total
Male
(000s)
26,987
64,939
5,183
97,109
Female
(000s)
25,962
66,158
7,114
99,233
Total
(000s)
52,949
131,097
12,297
196,343
Female
(000s)
1,638
5,459
6,857
4,983
468
19,405
Total
(000s)
3,219
10,507
13,158
8,804
836
36,524
Source: CIA estimates 2008
Adult status
A
B
C
D
E
Total
Male
(000s)
1,581
5,048
6,301
3,821
368
17,119
Source: Tom Micro
AB = higher and intermediate managerial
C1 = skilled manual
D/E = subsistence/inactive
30
BRAZIL: TELEVISION
TELEVISION
Source: Mídia Dados
Colour
VCR
DVD
Remote control
Satellite dish - total
97.5%
55.3%
20.5%
82.8%
5.3%
3.0%
Source: Tom Micro
Main channels
Channel
Terrestrial
Globo
SBT
Record
Bandeirantes
Rede TV!
Cable/satellite
Cartoon Network
SporTV
Discovery
TNT
Tele Premiun
Multishow
Warner
Globo News
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
95
79
57
54
33
24
24
24
24
22
2,016
2,016
1,540
1,701
1,365
9
8
8
8
7
6
5
5
24
24
24
24
24
24
24
24
-
Peak rate
30 sec
US$
77,925
32,714
18,604
12,819
8,952
Peak adult
audience
(000s)
7,512
1,368
784
437
245
Source: Tom Micro
Cost/audience (2006)
Channel
Globo
SBT
Record
Bandeirantes
Rede TV!
Peak
time
1800-2200
1800-2200
1800-2200
1800-2200
1800-2200
Source: Ibope MediaQuiz
Average CPT: Real 14.60
31
30 sec peak
adult CPT
(US$)
10.4
23.9
23.7
29.3
36.6
BRAZIL: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Paid-for dailies
Folha de São Paulo
O Globo
Extra
O Estado de São Paulo
Zero Hora
Correio do Povo
Diario Gaucho
Super Noticia
Meia Hora
O Dia
Free dailies
Destak
MetroNews
Folha de Londrina
Jornal do Onibus
Circulation
(000s)
Adult 18+ Full page Adult CPT Full page
readership
B/W
B/W
Colour
(000s)
R$
R$
R$
309
276
267
231
175
158
152
135
130
122
2,720
1,652
3,022
1,364
946
250
1,261
1,310
1,321
1,924
198,432
125,424
179,400
17,675
25,025
8,750
32,984
23,490
149,760
120.1
41.5
131.5
18.7
100.1
6.9
25.2
17.8
77.8
268,945
257,712
163,176
179,400
22,977
32,532
11,375
44,528
31,610
202,800
200
120
10
10
-
-
-
-
Source: IVC, ANJ, Ipsos, Ibope
Average CPT (b/w): Real 58.3
Top ten newspaper
advertisers (2006)
Top ten newspaper
Advertiser
R$ (000s)
Casas Bahia
1,009,055
General Motors
198,209
CVC
185,987
Ponto Frio
178,139
Cyrela
173,679
Grupo Pao de Acucar
155,190
Supermercado Guanabara
146,898
Casa e Video
129,654
Fiat
125,421
Hyundai Caoa
119,102
% of display ad
Category
revenue
Retail
39.6
15.1
Property
Consumer services
9.4
Sport & tourism
8.6
Vehicles, parts & accessories
6.2
Media
5.6
Finance & insurance
3.9
Public & social services
3.1
Telecommunications
1.8
Internet
1.3
Source: Ibope Monitor
Source: Ibope Monitor
32
BRAZIL: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
Circulation
Title
(000s)
Veja (w)
1,115
Época (w)
428
Claudia (m)
379
Seleções
377
Superinteressante
376
Isto É (w)
372
Playboy (m)
290
Caras (w)
254
Nova
248
Manequim
243
Adult
readership
(000s)
3,480
1,464
944
633
987
1,252
1,632
1,428
691
359
Source: IVC, Jove, Tom Micro
Average CPT (colour): Real 56.85
33
Full page
Colour
R$
155,500
85,300
80,300
28,600
65,300
77,900
75,700
70,900
53,100
39,000
Adult CPT
Colour
R$
44.7
58.3
85.1
45.2
66.2
62.2
46.4
49.6
76.8
108.6
BRAZIL: RADIO/OUTDOOR
RADIO
Number of commercial radio stations: 3,668
Costs/audiences
Station
Main regional
São Paulo
Globo AM
Capital AM
Bandeirantes AM
Jovem Pan AM
Tupi AM
Tupi FM
Band FM
Transcontinental FM
Nativa FM
Jovem Pan II FM
Rio de Janeiro
Globo AM
Tupi AM
CBN AM
Metropolitana AM
Rio de Janeiro AM
O Dia FM
Melodia FM
98 FM
Nativa FM
93 FM
Peak rate Peak audience 30 sec peak
(30 sec)
Adults
Adult CPT
R$
000s
R$
Type
Peak
time
news/sport
sport/news/music
news/music
news/music
sport/news/music
sport/news/music
news/music
music
music
news/music
0800-1000
0800-1000
0800-1000
0600-0800
0800-1000
1000-1200
1200-1400
1200-1400
1000-1200
1200-1400
2,570
1,700
3,600
1,489
550
848
998
605
600
1,166
510
128
106
82
68
295
304
253
240
292
5.0
13.3
34.1
18.2
8.1
2.9
3.3
2.4
2.5
4.0
music
news/music
news
music
news/music
music
gospel music
music
music
gospel music
0800-1000
1200-1400
0800-1000
1400-1600
1600-1800
1600-1800
1000-1200
1000-1200
1000-1200
1000-1200
2,210
1,300
1,380
100
640
372
1,000
420
309
622
264
35
26
8
247
158
125
112
104
3.6
4.9
39.9
13.0
2.6
2.3
8.0
3.8
3.0
Source: Ibope Easy Media
Average CPT: Real 5.53
OUTDOOR
Number of outdoor sites: 38,722
Size distribution/cost of sites
Size/type
Outdoor (São Paulo)
Outddor (Rio de Janeiro)
Outdoor (Rio Grande do Sul)
Number of
sites
12,697
4,121
2,515
34
Cost per panel
per month (R$)
1,720
1,530
860
BRAZIL: CINEMA
CINEMA
Number of cinema screens: 1,988
Average cost of a 60 sec. spot per screen per wk: R$1,900
Source: Promocine
Source: F/Nazca
Age
0-15
15-24
25-34
35-49
50+
Sex
Male
Female
Class distribution
A
B
C
D
E
%
11.5
45.8
21.5
14.6
6.6
%
50.7
49.3
%
25.9
46.9
22.2
4.9
0.2
Source: Tom Micro
Top cinema owners
Owner
Cinecom
Kinomaxx
Market adds
Promocine
Rede Holms
MediaVision
Sala 3
Haway
Trend in admissions
Sites
owned
494
432
202
170
135
116
73
35
2003
2004
Source: Screen Digest
35
Admissions
(mill)
102.9
114.7
BRAZIL: INTERNET/MEDIA REACH
INTERNET
Adult population with internet access: 11,517,361 (34.8%)
Typical monthly cost of internet access: R$14.90
internet access): 29
Type/cost of sites
Type
Full banner
Terra
UOL
Yahoo
Cost per thousand
R$
65
60
42
MEDIA REACH
% reach by medium
Television
Newspapers
Magazines
Radio
Cinema
Internet
Adults
98.2
48.1
49.4
90.3
17.3
19.5
Source: Ipsos, Tom Micro
36
CANADA: ECONOMIC DATA
CANADA
ECONOMIC DATA
2000
2001
1 US$ = 1.07 C$ at 2007 rate
2002
2003
2004
2005
2006
2007
1,215
5.2
1,318
2.3
1,290
6.2
1,375
4.3
1,369
6.1
1,427
3.8
1,439
5.2
1,471
3.1
1,531
6.4
1,531
4.1
38.4
41.7
40.4
43.0
42.4
44.2
44.2
45.1
46.6
46.6
1,131
1,227
1,201
1,280
1,274
1,328
1,340
1,369
1,426
1,426
Gross Domestic Product (C$ billion)
at current prices
% change
at 2007 prices
% change
1,076
9.5
1,257
6.6
1,107
3.0
1,263
0.5
1,155
4.3
1,288
2.0
Gross Domestic Product per capita (C$ 000s)
at current prices
at 2007 prices
35.0
41.0
35.7
40.8
36.9
41.1
at current prices
at 2007 prices
1,001
1,171
1,031
1,176
1,075
1,199
at current prices
at 2007 prices
32.6
38.1
33.3
37.9
34.3
38.3
35.8
38.8
37.6
40.1
39.5
41.2
41.1
42.0
43.4
43.4
30.7
31.0
31.3
31.6
32.0
32.3
32.6
32.9
87.7
2.5
89.6
2.2
92.1
2.8
93.8
1.9
95.9
2.2
97.9
2.0
100.0
2.2
0.63
0.62
0.63
0.63
0.63
0.64
0.63
6.5
3.6
5.7
3.8
5.7
3.4
7.7
5.6
5.5
3.2
Population
Millions
2007=100
% change
85.5
2.7
0.64
at current prices
at 2007 prices
5.8
3.0
1.5
-1.0
2.4
0.2
37
CANADA: ADVERTISING EXPENDITURE
Advertising expenditure in C$ million at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
5,859
6,316
6,539
6,919
7,021
7,190
7,658
8,097
8,557
9,216
9,720
Newspapers
2,304
2,379
2,428
2,581
2,501
2,510
2,529
2,611
2,659
2,635
2,572
Magazines
409
451
460
514
541
558
610
647
665
682
718
TV
2,103
2,312
2,387
2,450
2,553
2,593
2,827
2,963
3,014
3,241
3,299
Radio
856
930
965
1,001
1,048
1,080
1,171
1,209
1,313
1,388
1,468
177
10
219
25
243
56
263
110
281
97
273
176
284
237
303
364
344
562
370
900
422
1,241
Advertising expenditure in C$ million at constant 2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
7,232
7,716
7,853
8,088
8,007
8,020
8,312
8,628
8,919
9,417
9,720
Newspapers
2,844
2,906
2,916
3,017
2,852
2,800
2,745
2,782
2,771
2,693
2,572
Magazines
505
551
552
601
617
622
662
689
693
697
718
TV
2,596
2,825
2,867
2,864
2,912
2,892
3,068
3,157
3,141
3,312
3,299
Radio
1,057
1,136
1,159
1,170
1,195
1,205
1,271
1,288
1,368
1,418
1,468
218
12
268
31
292
67
307
129
320
111
305
196
308
257
323
388
359
586
378
920
422
1,241
Source: TVB, Statistics Canada, CRTC, CAN, CCNA/Les Hebdos du Quebec, Magazines
Canada, IAB Canada, NMR
Notes:
1. Excludes agency commission
3. Includes classified advertising
4. After discounts
5. Magazines exclude trade titles
6. Newspapers include dailies only
7. TV figures re-stated to reflect change in source of data from Nielsen Media Research
to TVB and CRTC
8. Internet includes all advertising: display (including sponsorship and on-page
awareness campaigns), search, classified and email
Tobacco: Banned from electronic media and forbidden to target children.
Alcohol: Forbidden to target children.
Children's: No celebrity endorsements. Advertising to children is forbidden in the
province of Quebec.
38
CANADA: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
9,093,507
Ottawa
English/French
Canadian Dollar
Population by age
0-14
15-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
2,875
2,288
2,278
2,512
2,566
1,875
1,938
16,332
Female
(000s)
2,738
2,182
2,237
2,483
2,587
1,932
2,485
16,644
Total
(000s)
5,613
4,470
4,515
4,995
5,153
3,807
4,423
32,976
Source: Statistics Canada, CANSIM
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
2,963
2,138
2,327
1,772
4,801
14,001
Female
(000s)
2,162
3,597
599
1,380
6,685
14,423
Total
(000s)
5,125
5,735
2,926
3,152
11,486
28,424
Source: PMB 2008
AB = professionals, senior managers/owners, other managers
C1 = technical/sales/teaching/other white collar, clerical/secretarial
C2 = skilled
D = unskilled
E = other
39
CANADA: TELEVISION
TELEVISION
Colour
VCR
DVD
PVR/DVR
Multiset
Remote control
99.0%
90.0%
75.6%
10.1%
65.0%
99.0%
64.7%
33.3%
27.1%
Source: TVBasics 2007-2008, BBM Spring 2008 Survey
Average minutes viewed per day per adult (18+): 259
Average pay-TV subscription cost (per month):
Average
subscription
C$
33
32-52
Cable (digital)
DTH (digital)
Source: Rogers, Bell ExpressVu, Star Choice
Main channels
Technical
penetration
Daily
hours of
Ad mins
per
Channel
(%)
transmission
week
Commercial
CBC
CTV
Global
SRC
TVA
TQS
97.0
99.5
97.0
55.2
35.6
27.3
20
20
24
20
24
23
1,680
1,680
2,016
1,680
2,016
1,680
Source: Infosys BBM-NMR-PPM, Spring 2008
40
CANADA: TELEVISION
Cost/audience
Channel
CBC
CTV
Global
SRC
TVA
TQS
Peak
time
1800-2300
1800-2300
1800-2300
1800-2300
1800-2300
1800-2300
Peak rate
30 sec
C$
3,000
31,000
13,000
5,000
8,000
2,000
Peak adult
audience
(000s)
594
1,143
588
532
723
216
Average CPT (all commercial channels): C$16.3
Share of viewing
Channel
Non-commercial
Family+
TVO
Treehouse
TFO
VRAK
Commercial
CBC
CTV
Global
SRC
TVA
TQS
2007
Individuals
Adults
1.9
0.7
1.5
0.1
0.6
0.6
0.5
0.6
0.1
0.4
4.2
8.6
5.2
3.8
6.6
2.3
4.3
9.3
5.5
3.9
6.8
2.4
Programme
Grey's Anatomy
American Idol 7 AR
American Idol 7 AP
House
Desperate Housewives
CSI
CSI: New York
Law and Order
Dancing/Stars 6 Resu
CSI: Miami
Adult
TVR
10.3
9.5
9.4
8.6
8.2
7.9
7.7
7.5
7.5
7.0
Channel
CTV
CTV
CTV
Global
CTV
CTV
CTV
CTV
CTV
CTV
41
30 sec peak
adult CPT
C$
5.1
27.1
22.1
9.4
11.1
9.3
CANADA: TELEVISION
Top ten television product
categories (2007)
Top ten television
advertisers (2007)
TV expenditure
Category
C$ (000s)
Auto nameplates (excl. tactical)
240,466
Fast food restaurants
193,222
Movies
149,642
Furniture
72,369
Telecoms
70,167
Lotteries
67,313
Department stores
56,069
Non-fast food restaurants
49,413
Video cassettes
47,919
Credit cards
43,316
TV expenditure
Advertiser
C$ (000s)
Procter & Gamble
129,111
Ford
77,894
GM Corp
75,350
Johnson & Johnson
55,528
Government
54,583
Rogers Communications
51,722
Provincial government lotteries
49,445
Kraft
48,209
Tim Hortons
43,028
Sony
42,609
Source: NMR Annual Summary Data
Top television
owners (2007)
Owner
Bell Globemedia
Canadian Broadcasting Corp.
CanWest MediaWorks
Quebecor Media
Corus Entertainment
Astral Media
Cogeco
Rogers Media
Source: CMDC Ownership & Share Report
42
CANADA: NEWSPAPERS
NEWSPAPERS
Newspapers cont.
Title
Regional dailies
Toronto Star
Le Journal de Montreal
La Presse
The Vancouver Sun
Niagara This Week (Thorold)
The Province (Vancouver)
The Toronto Sun
The Gazette (Montreal)
Ottawa Citizen
Calgary Herald
Edmonton Journal
Winnipeg Free Press
Brandon Sun
The Chronicle Herald (Halifax)
Le Journal de Quebec
The Hamilton Spectator
Le Soleil
The London Free Press
The Windsor Star
Times Colonist (Victoria)
The Edmonton Sun
The Record (Kitchener)
Calgary Sun
The StarPhoenix (Saskatoon)
The Leader Post (Regina)
Barrie Examiner
The Examiner (Peterborough)
Le Nouvelliste (Trois-Riveieres)
Ottawa Sun
The Winnipeg Sun
Le Droit (Ottawa)
Times & Transcript (Moncton)
Telegraph Journal
La Tribune (Sherbrooke)
The Chronicle Journal (Thunder Bay)
The Telegram (St. John's)
Le Quotidien (Chicoutimi)
The St. Catherines Standard
Le Devoir (Montreal)
Cape Breton Post (Sydney)
Kingston Whig Standard
Daily Gleaner (Fredericton)
Fox Hound Press (Toronto)
The Expositor (Brantford)
Adult
Circulation readership
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
422
304
277
174
172
162
161
157
134
129
124
123
115
108
104
101
83
82
70
70
64
64
57
56
52
50
46
44
42
39
36
36
33
33
29
28
28
27
27
25
25
22
21
21
43
1,123
588
432
450
104
414
595
305
255
257
277
239
21
160
166
229
138
167
142
133
168
135
156
93
86
38
46
55
123
116
95
56
59
47
56
53
47
67
58
67
59
34
35
71,207
15,333
29,106
52,118
3,807
26,596
11,700
21,579
25,854
17,081
29,884
21,282
3,816
14,224
8,364
12,760
9,680
10,491
23,107
11,468
5,787
12,015
5,787
11,837
13,080
4,334
7,946
5,600
5,843
4,224
3,820
9,937
10,202
2,950
6,261
4,094
3,240
7,043
6,624
5,057
5,388
2,333
687
5,194
63.4
26.1
67.4
115.8
36.6
64.2
19.7
70.8
101.4
66.5
107.9
89.0
181.7
88.9
50.4
55.7
70.1
62.8
162.7
86.2
34.4
89.0
37.1
127.3
152.1
114.1
172.7
101.8
47.5
36.4
40.2
177.4
172.9
62.8
111.8
77.2
68.9
105.1
114.2
75.5
91.3
68.6
148.4
78,737
21,363
34,081
63,648
4,967
38,126
18,232
25,404
30,943
20,241
34,190
32,985
4,376
16,666
11,940
15,655
12,785
12,987
25,990
13,614
8,307
14,767
8,307
14,014
15,366
4,775
8,612
7,235
8,315
5,916
5,025
11,637
11,815
4,615
7,040
4,945
4,155
8,454
8,024
5,937
6,652
3,294
1,037
6,100
CANADA: NEWSPAPERS
Newspapers cont.
Title
Regional dailies cont.
The Guardian (Charlottetown)
Corriere Canadese (Toronto)
The Simcoe Reformer
L'Acadie Nouvelle (Caraquet)
The Sudbury Star
The Lethbridge Herald
The Observer (Sarnia)
Star (Sault Ste. Marie)
Red Deer Advocate
Daily Courier (Kelowna)
La Voix de L'Est (Granby)
Review (Niagara Falls)
Prince George Citizen
Sun Times (Owen Sound)
Guelph Mercury
Nugget (North Bay)
Welland Tribune
The Kamloops Daily News
The Intelligencer (Belleville)
Standard-Freeholder (Cornwall)
The Brockville Recorder and Times
News (Medicine Hat)
Chatham Daily News
Victoria News Daily
The Beacon Herald (Stratford)
Daily Press (Timmins)
Journal Pioneer (Summerside)
Herald (Nanaimo)
Nanaimo News Bulletin Daily
The Sentinel Review (Woodstock)
Times-Herald (Moose Jaw)
The News (Glasgow)
Daily Herald (Prince Albert)
Daily Herald - Tribune (Grande Prairie)
Daily News (Nanaimo)
Times-Journal (St. Thomas)
The Western Star (Corner Brook)
Tri-City/Maple Rid./Pitt M'dows Daily (Port Coq.)
Packet and Times (Orillia)
Truro Daily News
Capital News Daily (Kelowna)
The Daily Observer (Pembroke)
The Abbotsford News Daily
Alberni Valley Times (Port Alberni)
Trail Daily Times
Record (Sherbrooke)
Alaska Highway News (Fort St. John)
Adult
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
21
20
20
20
19
18
17
17
17
16
16
15
15
15
14
14
13
13
13
13
12
12
12
10
9
9
9
8
8
8
8
8
7
7
7
7
7
7
7
7
6
6
5
5
5
5
4
44
32
7
46
31
39
25
49
24
51
30
16
30
26
45
36
29
28
28
26
20
10
16
37
18
16
60
37
3
-
3,853
5,400
3,311
2,240
6,231
4,786
4,816
5,659
4,662
4,064
2,460
4,154
4,395
4,214
2,731
4,240
3,973
3,823
5,358
4,455
4,050
3,111
3,221
1,035
3,000
3,883
2,589
2,920
1,035
2,363
3,612
2,195
3,281
2,370
2,829
1,566
2,679
700
5,057
2,195
719
3,281
609
2,709
1,509
1,685
3,180
120.4
320.0
135.5
154.4
145.1
186.5
82.9
102.5
81.5
146.5
263.4
91.0
163.1
88.3
106.2
184.8
159.1
111.1
123.9
194.2
258.9
137.2
18.9
280.9
137.2
12.0
88.7
561.7
-
4,548
5,710
3,923
2,875
7,049
5,376
5,492
6,598
5,401
4,539
3,315
4,913
4,907
4,773
3,981
5,007
4,717
4,353
6,397
5,489
4,550
3,525
3,928
1,211
3,895
4,712
3,286
3,270
1,211
2,975
4,501
3,170
3,887
2,925
3,228
2,272
3,399
1,475
5,633
3,170
807
3,986
1,213
3,108
2,132
2,479
3,782
CANADA: NEWSPAPERS
Newspapers cont.
Title
Regional dailies cont.
Daily News (Prince Rupert)
The Kimberley Daily Bulletin
The Morning Star Daily (Vernon)
Cobourg Daily Star
Amherst Daily News
Campbell River Mirror Daily
Chilliwack Progress Daily
Comox Valley Record Daily
Cowichan Valley News Leader Daily (Duncan)
The Daily Graphic (Portage la Prairie)
Daily Miner & News (Kenora)
Fort McMurray Today
Nelson Daily News
The Whitehorse Star
Peace Arch News Daily (White Rock)
Kamloops This Week Daily
Cranbrook Daily Townsman
Dawson Creek Daily News
Fort Frances Daily Bulletin
The Northern Daily (Smithers)
Parksville Qualicum News Daily
The Reminder (Flin Flon)
Port Hope Evening Guide
The Leader Daily (Surrey)
National dailies
The Globe and Mail (Toronto)
National Post (Toronto)
Free dailies
Metro Halifax
Metro Toronto
24 Hours Toronto
Metro Vancouver
24 Heures Montreal
Metro Montreal
24 Hours Vancouver
Metro Calgary
Metro Edmonton
Metro Ottawa
24 Hours Calgary
24 Hours Edmonton
24 Hours Ottawa
Adult
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
Source: NAD Bank 2007, CARD
Average CPT (B/W): C$67.78
45
4
4
4
4
3
3
3
3
3
3
3
3
3
3
3
3
2
2
2
2
2
2
2
-
8
44
33
6
86
2,790
1,223
499
2,137
1,192
646
487
646
572
2,580
2,378
2,700
21,568
1,835
487
6,821
1,388
2,829
1,071
70
646
792
2,137
730
267.1
11.1
206.7
356.2
8.5
3,090
1,737
574
2,490
2,088
764
1,024
764
690
2,905
2,903
3,403
22,191
2,085
1,024
6,896
1,902
3,279
1,371
180
764
1,102
2,490
1,535
317
211
893
529
78,534
13,649
87.9
25.8
88,131
18,796
825
276
257
150
145
143
112
60
60
60
50
42
35
440
352
132
230
313
225
71
34
2,432
11,543
7,983
6,105
5,308
9,603
5,807
3,714
3,714
3,714
1,704
1,704
1,295
26.2
22.7
46.3
23.1
30.7
25.8
52.3
38.1
2,702
12,825
9,979
6,783
6,635
10,670
7,258
4,127
4,127
4,127
2,130
2,130
1,619
CANADA: NEWSPAPERS
Top ten newspaper
advertisers (2007)
Advertiser
C$ (000s)
Real estate developers
94,191
Rogers Communication
70,178
Chrysler Dodge Jeep Dealers Association
63,354
BCE
61,704
GM Consolidated Local Car Dealerships
60,472
Chrysler Consolidated Local Car Dealerships
54,418
Pontiac Buick Cadillac Dealers Association
46,316
Theatre/entertainment
40,171
Ford Consolidated Local Car Dealerships
39,309
Government
35,901
categories (2007)
Category
Local auto dealers
Auto hire/purchase
Real estate developers
Furniture
Real estate agents
Telecoms
Entertainment & sport
Schools
Films
Travel
C$ (000s)
370,612
266,568
257,246
138,469
133,555
110,222
104,163
98,769
88,439
71,282
Top newspaper owners (2007)
Owner
Quebecor Media
Transcontinental Media
Torstar Daily Newspaper Group/Metroland Publishing
CanWest MediaWorks
Gesca Limited
Bell Globemedia
46
CANADA: MAGAZINES
MAGAZINES
Magazines
F=French E=English
Title
Fashion/beauty
Glow
FASHION Magazine
Elle Quebec
Elle Canada
Flare
General interest
Westworld
Extra
Touring (F/E)
Famous
Starweek
Tribute
Can. Health & Lifestyle
Primeurs
Maclean's
Selection Reader's Digest
Prof. Speaking
Financial Post Bus.
Inside Entertainment
People
CARP for the 50 Plus
Vervegirl
L'actualite
Good Times
EnRoute
Famous Quebec
Profit
Eye Weekly
Sports Illustrated
British Columbia Magazine
NOW Magazine
En Primeur
Ontario Out of Door
ICI
Toronto Life
VOIR
Outdoor Canada
TV 7 Jours/TV Hebdo
What's Up Kids
Adult
Colour
B/W
(000s)
(000s)
C$
C$
C$
401
148
88
-
928
1,546
713
1,355
1,357
21,570
20,555
9,640
15,900
10,860
23.2
13.3
13.5
11.7
8.0
8,135
1,144
974
692
650
575
500
398
393
361
238
210
207
199
187
186
179
175
155
152
150
129
121
120
118
106
105
98
93
92
91
90
89
87
1,329
1,045
981
1,058
1,146
2,299
459
2,363
1,056
281
1,125
1,294
3,124
662
100
860
488
915
161
279
182
1,396
1,023
292
242
624
87
704
546
1,474
761
312
13,370
18,000
12,890
28,750
17,445
19,900
16,984
7,875
35,630
12,845
8,825
20,500
14,221
27,825
13,975
13,029
18,565
8,777
19,900
10,747
17,650
5,890
21,000
10,835
6,715
8,190
8,695
4,897
14,160
21,059
10,410
9,575
2,100
10.1
12.3
29.3
16.5
17.4
7.4
17.2
15.1
12.2
31.4
18.2
11.0
8.9
21.1
130.3
21.6
18.0
21.7
66.8
63.3
32.4
15.0
10.6
23.0
33.8
13.9
56.3
20.1
38.6
7.1
12.6
6.7
10,715
27,800
10,276
7,570
14,490
7,460
14,120
4,400
9,752
5,190
3,867
11,320
12,379
8,849
-
47
CANADA: MAGAZINES
Magazines cont.
F=French E=English
Title
General interest cont.
Affaires Plus
Les Affaires
Canadian Business
Cool!
Hockey News Magazine
TV Week Magazine
Le Mg Enfants Quebec
MIRROR
Sentier Chasse-Peche
La Semaine
Vancouver Magazine
Ontario Golf
City Parent
Commerce
HOUR
Echos Vedettes
Ottawa Magazine
PME
Forever Young
Star Systeme
Star Inc.
Summum
Le Lundi
Cote Jardins
Quebec Science
Derniere Heure
Canadian Geographic
Golf Canada
Le Magazine Jobboom
MoneySense
Movie Entertainment
Reader's Digest
Rept on Business Mag.
Show
Teen Tribute
TIME
Adult
Colour
B/W
(000s)
(000s)
C$
C$
C$
83
81
79
75
72
71
63
61
61
56
49
48
43
41
36
36
35
35
33
32
32
29
26
26
19
19
-
307
340
943
222
1,588
207
293
152
477
571
278
244
114
115
132
270
132
127
149
235
434
210
493
306
289
268
2,974
1,275
415
853
1,370
6,320
1,358
818
601
2,294
48
9,350
10,702
17,650
4,945
11,550
3,985
7,945
4,698
5,795
9,000
7,480
5,395
4,749
5,780
3,350
5,400
4,250
5,160
4,665
6,380
2,895
6,955
4,615
3,630
4,665
16,615
16,120
3,975
12,355
7,725
22,515
24,350
18,000
17,720
15,170
30.5
31.5
18.7
22.3
7.3
19.3
27.1
30.9
12.1
15.8
26.9
22.1
41.7
50.3
25.4
20.0
32.2
40.6
19.9
14.7
13.8
14.1
15.1
12.6
17.4
5.6
12.6
9.6
14.5
5.6
3.6
17.9
22.0
29.5
6.6
7,552
14,120
2,690
7,151
3,668
4,790
6,500
4,399
2,145
14,734
12,140
CANADA: MAGAZINES
Magazines cont.
F=French E=English
Title
Home & lifestyle
CAA Magazine
Food & Drink
Canadian House & Home
Styles de Vie
Harrwsmth Cntry Life
Canadian Home & Country
Can Home Workshop
Decormag
Decoration Chez-Soi
Ricardo
Gardening Life
Cottage Life
Renovation Bricolage
GardenWise
Fleurs/Plantes/Jardn
Les Idees De Maison
Canadian Gardening
Style at Home
Western Living
What's Cooking
Women's
Chatelain (E)
Canadian Living
Homemakers
Coup de Pouce
Chatelaine
Today's Parent
Bel Age Magazine
Madame
Canadian Family
7 Jours
Clin D'Oeil
Femme D'Aujourd'hui
Filles Clin d'oeil
Adorable
Adult
Colour
B/W
(000s)
(000s)
C$
C$
C$
1,594
527
242
191
123
121
108
86
81
75
75
71
32
27
-
2,089
2,185
2,388
184
911
1,610
1,049
626
782
486
1,478
964
541
119
450
818
2,120
1,633
595
3,319
28,887
19,156
19,182
6,495
8,100
11,590
10,000
5,230
6,665
10,250
10,290
11,840
4,905
3,975
9,261
5,085
7,885
12,405
4,805
-
13.8
8.8
8.0
35.3
8.9
7.2
9.5
8.4
8.5
21.1
7.0
12.3
9.1
33.4
20.6
6.2
3.7
7.6
8.1
-
6,500
2,900
4,170
-
580
510
380
215
197
176
136
97
91
89
71
45
22
19
3,656
4,075
1,751
1,204
915
1,722
657
251
860
991
667
258
205
116
49,400
38,395
23,925
13,530
16,800
19,050
7,622
7,555
11,580
12,790
8,350
4,055
4,945
2,460
13.5
9.4
13.7
11.2
18.4
11.1
11.6
30.1
13.5
12.9
12.5
15.7
24.1
21.2
11,501
14,280
17,145
6,479
-
Source: PMB 2008, CARD
Average CPT (Colour): C$12.74
49
CANADA: MAGAZINES
Top ten magazine
advertisers (2007)
categories (2007)
Advertiser
C$ (000s)
Procter & Gamble
58,814
L'Oréal
29,443
Johnson & Johnson
13,670
Nestlé
11,858
Unilever
11,522
Rogers Communication
11,274
Kraft
10,755
Government
9,525
Theatre/entertainment
6,019
Benckiser
5,433
Category
C$ (000s)
Auto nameplates (excl. tactical)
26,852
Facial moisturisers
18,920
Bridal wear
13,519
Hair products
10,854
Government travel bureaus
10,276
Entertainment & sport
10,138
Telecoms
9,331
Hair colouring
9,142
Clothing
8,942
TV stations
8,799
Top magazine owners (2007)
Owner
St Joseph Communications
Rogers Media Inc
Quebecor Media
Gesca Limited
CanWest MediaWorks
50
CANADA: RADIO
RADIO
Number of radio households: 12,797,730 (99%)
Source: CMDC Media Digest 2008, TV Basics 2007-08
Source: CMDC Media Digest 2008-09
Costs/audiences
Station
Toronto
CHUMFM
CHFIFM
CILQFM
CFRB
CFTR
CFNYFM
CFMJ
CHWO
CJEZFM
CFMZFM
CKFMFM
CINGFM
CJAQFM
CHUM
CKDX
CIDCFM
CJCL
CFXJFM
CJRTFM
Montreal
CHMPFM
CKMFFM
CKOIFM
CJAD
CFQRFM
CINF
CINW
CFGLFM
CITEFM
CHOMFM
CJFMFM
CKAC
CJPXFM
CKLXFM
WYULFM
CKGM
(30 sec)
audience
adult CPT
C$
(000s)
C$
Type
Peak
time
adult contemporary
adult contemporary
classic rock
news/talk
news
modern rock
sport, talk
adult standards
adult contemporary
adult contemporary
adult contemporary
country
adult contemporary
gold/oldies (50s-70s)
adult contemporary
dance, top 40
sports
urban
jazz
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1500-1900
1500-1900
1500-1900
1500-1900
630
240
200
95
212
160
45
100
200
55
130
65
105
625
40
200
95
65
55
100
90
72
91
92
49
24
46
60
42
33
11
23
21
11
42
33
20
10
6.3
2.7
2.8
1.0
2.3
3.3
1.9
2.2
3.3
1.3
3.9
5.9
4.6
29.8
3.6
4.8
2.9
3.3
5.5
news/talk
top 40
top 40
news, talk
adult contemporary
news/talk
news/talk
adult contemporary
adult contemporary
classic rock
adult contemporary
sport
classical, fine arts
jazz
top 40
sports
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500
1500-1900
1500-1900
1500-1900
300
375
400
100
400
40
35
400
225
145
165
150
70
40
40
45
116
59
36
46
47
13
6
79
62
39
42
8
30
8
5
9
2.6
6.4
11.1
2.2
8.5
3.1
5.8
5.1
3.6
3.7
3.9
18.8
2.3
5.0
8.0
5.0
Source: BBM S1 2008, ZenithOptimedia estimates
51
CANADA: RADIO
Average CPT (all commercial stations): C$4.23
Top ten radio
advertisers (2007)
categories (2007)
Radio expenditure
Advertiser
C$ (000s)
17,786
Ontario government
16,144
Sears
15,231
Canadian government
14,369
BCE Corporation
12,632
Provincial government
10,593
Interbrew Ambev
8,480
Tim Hortons
8,093
Home Depot
7,895
Ikea
7,504
Category
Fast food
Convenience stores
Auto
Furniture
Department stores
Restaurants
Lotteries
Telecoms
Beer
Ontario government
Top ten radio
owners (2007)
Top ten radio
sales houses (2007)
Owner
Canadian Broadcasting Corporation
NewCap Broadcasting
Corus Entertainment
Standard Radio
Rogers Media
CHUM
Golden West Broadcasting
Maritime Broadcasting System
Astral Media
The Jim Pattison Group
Sales house
Canadian Broadcast Sales
imsradio
Target Broadcast Sales
Radio Unie Target
Canadian Broadcast Sales
CHUM Radio Sales
MPV Radio
Eastman Radio
Deep Sky
WTR Media Sales
Source: CARD
52
Radio expenditure
C$ (000s)
24,740
23,870
20,729
20,109
16,032
15,676
15,205
14,274
13,792
12,865
CANADA: OUTDOOR
OUTDOOR
Number of
sites
Cost per panel
per month C$
18,941
860
407
21,873
45
34
1,922
2,290
13,000
4,360
1,060
-
10,602
37,805
700
492
967
83
175
825
1,500
250
Traditional out-of-home media
Poster
Bulletins & spectaculars
Backlit posters
Street level
Mural advertising
Outdoor digital
Mall poster
Place-based out-of-home media
Street level "C" stores
Miniboard & classic
Extralit & backlit board
Megalit & bigboard
Digital screen & eboard
Source: COMB MDR April 2008, CARD, Rates based on Toronto CMA
Top ten outdoor
advertisers (2007)
Top ten outdoor
Outdoor expenditure
Category
C$(000s)
25,070
Telus
22,490
BCE
19,521
Molson Coors Brewing Co.
10,682
Interbrew Ambev
9,786
Canadian government
7,811
Tim Hortons
7,665
McDonald's
7,585
Ontario government
7,130
Pepsico
5,609
Outdoor expenditure
Advertiser
C$(000s)
Telecommunications
56,174
Restaurants
19,735
Automotive
15,469
Credit cards
15,326
Beer
14,781
Radio
12,360
Television
12,163
Clothing
10,518
Education
9,437
Government travel bureaus
7,516
Top outdoor contractors (2007)
Owner
Pattison
CBS Outdoor Canada
Astral Media Outdoor
Zoom Media
NEWAD
Gallop & Gallop
Clear Channel Outdoor
Source: COMB MDR April 2008
53
CANADA: CINEMA
CINEMA
Source: Statistics Canada July 2006
Average cost of a 30 sec. spot per screen
per week: C$112
Source: CARD, Cineplex Media, Full Motion, National
national campaign: 2,349
Source: CARD, Cineplex Media, Full Motion, National
Trend in admissions
1999-2000
2000-2001
2002-2003
2003-2004
2004-2005
Admissions
(mill)
119.3
119.3
125.4
119.6
120.3
Gross takings
C$ (000s)
946,663
1,020,902
1,236,495
1,223,912
1,245,194
Source: Statistics Canada July 2006
Age
18-24
25-34
35-49
50+
Sex
Male
Female
Income (C$)
Less than 19,999
20,000-24,999
25,000-34,999
35,000-49,999
50,000-74,999
75,000+
%
14.3
18.6
28.1
26.7
%
47.7
52.3
%
8.2
3.1
7.5
13.1
21.7
45.9
Source: PMB 2008
Top cinema
sales houses (2007)
Top cinema
owners (2007)
Sales house
Adfilms
Cineplex Media
GTV Cinemas
In Theatre Media
Ozoners Network
Owner
Cineplex Entertainment
Cinemas Guzzo
Stinson Theatres
AMC
Rainbow Cinemas & Magic Lantern
Source: CARD
Source: Company websites
54
CANADA: INTERNET
INTERNET
Homes with internet connection: 10,987,950 (85%)
Source: SCMDC Media Digest 2008, TV Basics 2007-08
Adult internet users (18+): 16,834,000 (59.2%)
Source: PMB 2008
Adult internet users with home broadband: 11,408,000 (67.8%)
Source: PMB 2008
Typical monthly cost of internet access: C$17.95-C$77.95
Source: Bell Internet Essential & Bell Internet Max 16
Source: Comscore MyMetrix, Jan-Aug 08
Cost of display ads
Type
C$
Banner
20
Pop-up
35
Streaming video
50
Voken
40
E-newsletter
50-60
Opt-in e-mail
150-200
Source: Interactive Advertising Bureau Canada
Internet user profile
Age
12-17
18-24
25-34
35-49
50+
Sex
Male
Female
Income (C$)
Less than 19,999
20,000-24,999
25,000-34,999
35,000-49,999
50,000-74,999
75,000+
%
12.7
14.5
19.5
29.9
23.4
%
50.5
49.5
%
6.8
2.8
6.3
12.0
22.7
49.4
Source: PMB 2008
55
CANADA: INTERNET
Top ten paid-search keywords
Typical cost per click
Keyword
C$
Ontario map
0.50-1.00
Fond ecron
Border collie
Waterloo
Canadian tire flyer
Ashley leggat
Gouvernement du quebec
Cracked
Medieval times
Cidreg
Source: Interactive Advertising Bureau Canada,
Google June 2008
Top ten search engines (2007)
Search engine
Sogou.com
Ottawakiosk.com
Wikia.com
Quintura.com
Boardtracker.com
Gowholesale.com
Jeuxclic.com
Baidu.com
Ask network
Zoominfo.com
Average minutes
per visit
12
11
6
3
3
3
3
3
3
3
Site
Google.ca
Live.com
Msn.com
Facebook.com
Google.com
Youtube.com
Msn.ca
Yahoo.com
Wikipedia.org
Yahoo.ca
Unique visitors
per month (000s)
21,077
19,854
19,389
17,102
16,471
14,907
14,414
13,380
10,270
9,855
Source: ComScore MyMetrix, Aug 08
Source: ComScore MyMetrix, Aug 08
Top ten internet
advertisers (2007)
categories (2007)
Internet expenditure
Advertiser
C$ (000s)
Ebay
25,568
Expedia
19,618
Lavalife
15,895
Microsoft
15,065
Dell
13,455
GM Corporation
8,697
7,936
Canadian Bank of Commerce
7,890
Vacations To Go
7,766
Monster Worldwide
7,325
Category
C$ (000s)
Consumer banking
13,887
Computer software
11,142
Magazines
14,982
Online communications
37,734
Employment agencies
11,237
Travel services
23,043
Online travel services
10,989
Auctions
25,338
Dating services
20,676
Computer stores & services
11,838
Source: Evaliant 2007
Source: Evaliant 2007
56
CANADA: MEDIA REACH/OVERALL
MEDIA REACH
Daily
84.3
-
Television
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Weekly
99.2
56.4
90.7
7.8
-
Monthly
100.0
85.4
80.0
26.3
72.1
Source: Infosys BBM-NMR,NADbank 2007, PMB 2008, BBM Radio Databook 2007-08,
OMAC CAD vs USA 2005, Statistics Canada
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
C$ (mill)
Procter & Gamble
194.4
176.0
Canadian government
122.2
BCE
121.0
General Motors
106.3
Ford
104.0
Real estate
98.4
Provincial government
86.3
Chrysler
82.6
Telus
81.8
Media expenditure
Category
C$ (mill)
Retail
1,240.7
Automotive
1,021.4
Entertainment
615.0
Food
560.6
Finance & insurance
473.5
Real estate
438.9
Local auto dealers
419.1
Telecommunications
403.8
Travel
399.8
Restaurants
341.5
Top ten media
owners (2007)
Owner
CTVGlobeMedia
CanWest
Torstar
Quebecor
Rogers Media
Corus
Astral Media
Canadian Broadcasting Corporation
Pattison Group
Source: ZenithOptimedia estimates
57
COLOMBIA: ECONOMIC DATA
COLOMBIA
ECONOMIC DATA
2000
2001
1 US$ = 2,078 Peso at 2007 rate
2002
2003
2004
2005
2006
2007
228.5
12.3
279.6
4.8
257.7
12.8
297.8
6.5
285.3
10.7
313.7
5.3
320.3
12.3
337.9
7.7
357.4
11.6
357.4
5.8
Gross Domestic Product (Peso trillion)
at current prices
% change
at 2007 prices
% change
174.9
15.4
263.2
5.7
188.6
7.8
262.9
-0.1
203.5
7.9
266.7
1.5
Gross Domestic Product per capita (Peso million)
at current prices
at 2007 prices
4.2
6.3
4.5
6.2
4.7
6.2
5.2
6.4
5.8
6.7
6.3
6.9
7.0
7.4
7.7
7.7
110.0
134.5
124.0
143.3
137.3
150.9
154.1
162.6
172.0
172.0
at current prices
at 2007 prices
84.2
126.7
90.7
126.5
97.9
128.3
at current prices
at 2007 prices
2.0
3.0
2.1
3.0
2.3
3.0
2.5
3.1
2.8
3.2
3.0
3.3
3.4
3.6
3.7
3.7
41.7
42.4
43.0
43.7
44.3
45.6
45.6
46.2
71.7
8.0
76.3
6.3
81.7
7.1
86.5
5.9
91.0
5.1
94.8
4.2
100.0
5.5
1.31
1.25
1.21
1.05
2.08
2.15
1.91
-5.7
-12.0
6.9
0.9
148.7
136.6
14.2
9.5
12.5
6.6
Population
Millions
2006=100
% change
66.4
9.2
1.23
at current prices
at 2007 prices
0.7
-7.8
4.3
-3.4
-5.3
-10.9
58
COLOMBIA: ADVERTISING EXPENDITURE
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
972
1,111
1,024
1,031
1,075
1,018
960
1,026
2,230
2,582
2,896
Newspapers
242
227
203
203
250
232
230
258
348
391
430
Magazines
63
71
63
63
66
63
65
76
112
127
138
TV
512
636
592
598
660
619
572
580
1,346
1,640
1,846
Radio
155
177
166
167
99
104
93
112
423
424
483
Source: Ibope
Notes:
1. After discounts
4. Includes agency commission to 2006; 2007 excludes
Tobacco: Cannot advertise on TV before 2230, except through event sponsorship.
TV ads must not show the product or its consumption. Can only advertise at the
cinema before films from which children are excluded.
Alcohol: Cannot advertise on TV before 2300, except through event sponsorship.
TV ads must not show the product or its consumption. Can only advertise at the
cinema before films from which children are excluded.
Pharmaceutical: Can only advertise in technical, medical or scientific publications.
59
COLOMBIA: POPULATION
POPULATION
1,038,700
Bogotá
Spanish
Peso
Land area (km²)
Capital city
Language
Currency
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
6,715
4,198
3,247
2,811
2,256
1,419
1,297
21,942
Female
(000s)
6,426
4,057
3,403
3,041
2,467
1,549
1,565
22,508
Total
(000s)
13,141
8,255
6,650
5,852
4,723
2,967
2,862
44,450
Female
(000s)
949
1,816
201
4,845
7,256
15,067
Total
(000s)
2,206
3,679
645
10,516
12,205
29,252
Source: DANE
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
1,257
1,864
444
5,671
4,949
14,184
Source: DANE
Definition of status, based on monthly income (Peso, 000s):
AB=higher and intermediate managerial
C1=supervisory/clerical
C2=skilled manual
D=semi and unskilled manual
E=subsistence/inactive
60
COLOMBIA: TELEVISION
TELEVISION
Colour
VCR
DVD
Remote control
Digital satellite
98%
13%
60%
92%
77%
2%
Source: Comisión Nacional de Televisión
No TV licence fee
Average
subscription
(Peso)
52,000
78,000
Cable (analogue)
Cable (digital)
Source: Comisión Nacional de Televisión
Main channels
Channel
Non commercial
Institucional
Senal Colombia
Commercial
Canal RCN
Canal Caracol
City TV
Discovery Channel
Fox
TNT
Animal Planet
Canal 1
Canal 13
National Geographic Channel
Cartoon Network
Cinemax
Canal Capital
Teleantioquia
AXN
Disney Channel
Telepacífico
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
9.2
18.2
24
24
-
94
93
37
33
30
28
27
23
18
18
15
15
14
14
13
13
12
22
22
22
24
24
24
24
24
24
24
24
24
20
20
24
24
20
1,674
1,581
1,435
1,354
956
795
933
782
Source: IBOPE
61
Cost/audience
Channel
Canal RCN
Canal Caracol
Canal 1
City TV
Teleantioquia
Telepacífico
Canal Capital
Canal 13
Peak rate
30 sec
(Peso)
17,950,000
16,820,000
1,250,000
700,000
480,000
460,000
380,000
320,000
Peak adult
audience
(000s)
4,319
4,181
767
406
319
276
312
359
Source: Ibope
Average CPT: Peso 3,506.72
Share of viewing & ad revenue
Channel
Non commercial
Señal Colombia
Canal Institucional
Commercial
Canal RCN
Canal Caracol
TVS
Canal 1
City TV
Canal 13
Teleantioquia
Canal Capital
Telepacífico
2007
Individuals
Adults
3.2
0.2
3.2
0.3
36.2
35.4
20.8
1.6
1.2
0.4
0.4
0.3
0.3
36.4
35.7
20.0
1.8
1.2
0.2
0.4
0.4
0.3
Source: Ibope
62
30 sec peak
adult CPT
(Peso)
4,156
4,023
1,630
1,724
1,505
1,667
1,218
891
Programme
Pura Sangre
La Hija del Mariachi
Hasta Que la Plata Nos Separe
Nuevo Rico Nuevo Pobre
El Factor XS
En Los Tacones De Eva
Nadie Es Eterno En El Mundo
Gol Caracol
Septimo Dia *SD*
Sobregiro de Amor
Channel
RCN
RCN
RCN
Caracol
RCN
RCN
Caracol
Caracol
Caracol
Caracol
Adult
TVR
15.9
13.7
13.4
12.2
10.4
10.3
9.5
9.5
9.3
8.6
Source: Ibope
categories (2007)
Category
Media
Toiletries
Food/confectionery
Alcohol & tobacco
Civic campaigns
Pharmaceutical
Telecommunications
Entertainment
Finance and insurance
Tourism
Top ten television
advertisers (2007)
TV expenditure
Peso (000s)
1,384,899
391,446
318,653
214,375
181,993
163,105
162,709
138,493
135,247
109,288
Source: Ibope
Source: Ibope
Top ten television
owners (2007)
Owner
RCN
Caracol
Uno
City TV
Fox
Capital
NG
Tele Antioquia
Tele Caribe
Canal FX
Advertiser
Unilever Andina S.A.
Procter & Gamble
Tecnoquimicas
Colgate Palmolive
Quala S.A.
Postobon
Coca-Cola
Alpina
Comcel
GlaxoSmithKline
TV revenue
Peso (mill)
1,443.2
1,198.0
288.4
127.0
99.5
64.7
59.7
72.2
64.9
33.2
Source: Ibope
63
TV expenditure
Peso (000s)
72,153
68,501
64,623
64,346
64,007
49,302
41,129
38,419
34,296
33,010
COLOMBIA: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily R=Regional N=National
Adult (18+)
F=Free
Title
(000s)
(000s)
El Tiempo (d, N)
361
682
El Colombiano (d, R)
90
172
El País (d, R)
75
96
Q´hubo (d, F)
71
155
Hoy (d, R)
68
155
El Heraldo (d, R)
63
128
Vanguardia Liberal (d, R)
54
66
El Mundo (d, R)
43
El Diario del Otún (d, R)
23
37
Diario Deportivo (d, R)
18
22
La Tarde (d, R)
17
31
El Espacio (d, R)
106
Portafolio (d, R)
47
El Espectador (d, N)
20
La Libertad (d, R)
17
La República (d, N)
12
El Caleño (d, R)
10
Diario de Occidente (d, R)
6
Boyacá 7 Días (d, R)
5
La Opinión (d, R)
5
El Liberal (d, R)
3
Source:TGI & IBOPE
Average CPT (B/W): Peso 84,622.39
Average CPT (colour): Peso 143,877.54
64
Full page
B/W
Peso
33,936,000
6,552,000
19,824,000
1,782,000
5,832,000
14,784,000
9,508,800
9,408,000
3,596,400
3,240,000
1,320,300
3,311,685
4,860,000
15,523,200
1,180,000
8,343,000
1,200,000
3,800,000
3,240,000
6,265,350
2,106,000
Adult CPT
B/W
Peso
49,759.5
38,093.0
206,500.0
11,496.8
37,625.8
115,500.0
144,072.7
97,200.0
147,272.7
42,590.3
31,242.3
103,404.3
776,160.0
69,411.8
695,250.0
120,000.0
670,194.0
621,881.0
1,335,895.5
656,074.8
Full page
Colour
Peso
49,728,000
14,112,000
34,272,000
3,240,000
9,396,000
35,616,000
15,523,200
9,945,600
6,480,000
4,860,000
2,349,000
5,094,900
6,665,490
30,876,048
1,947,000
9,558,000
1,980,000
6,270,000
4,050,000
9,639,000
3,726,000
COLOMBIA: NEWSPAPERS
Top ten newspaper
advertisers (2007)
categories (2007)
Advertiser
Peso (000s)
Dell
29,350
Comcel
15,165
General Motors
14,848
Sofasa S.A.
13,634
Dian
9,838
Colombia Movil
8,737
Telefonica Movistar
8,223
Metrokia S.A.
6,842
Hyundai Columbia
6,292
Ford
6,166
Category
Peso (000s)
Communication
184,432
Services
149,528
Tourism
133,126
Auto
113,180
Agrilculture
93,910
Telecoms
90,819
Civic campaigns
77,895
Education
66,322
Entertainment
54,809
Finance
42,372
Source: Ibope
Source: Ibope
Top newspaper owners (2006)
Owner
El Tiempo
El Espectador
Other
Magazine revenue
Peso (mill)
380.7
27.6
512.2
Source: Ibope
65
COLOMBIA: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly f=fortnightly
q=quarterly
Title
TV y Novelas (f)
Semana (w)
Soho (m)
Cromos (w)
Caras (f)
Jet Set (f)
Vanidades (f)
Cambio (w)
Dinero (f)
Cosmopolitan (m)
Poder (f)
Tú (m)
Shock (m)
Aló (f)
Fucsia (m)
El Malpensante (bm)
Avianca (m)
Donjuan (m)
Revista Diners (m)
Donde Vivir (m)
National Geographic en Español (m)
Rebelde (f)
Adult
readership
(000s)
654
545
348
311
303
195
192
179
167
149
147
109
102
93
89
80
77
66
52
47
36
13
Full page
Colour
Peso
7,050,000
16,800,000
12,081,600
11,000,000
7,750,000
9,809,800
4,437,000
11,500,000
10,582,000
8,243,464
4,740,000
4,900,000
11,376,841
6,300,000
9,809,800
2,800,000
9,568,421
8,507,000
18,600,000
-
Adult CPT
Colour
Peso
10,780
30,826
34,717
35,370
25,578
50,307
23,109
64,246
63,365
55,325
32,245
44,954
111,538
67,742
110,222
35,000
124,265
128,894
357,692
-
Source: ZenithOptimedia records
Top ten magazine
advertisers (2007)
Advertiser
Bavaria
Sofasa
Unilever
GM Colmotores
Diageo
Mazda
Bancolombia
Beiersdorf
Metrokia
Belcorp
categories (2007)
Peso (000s)
7,127
6,452
5,473
4,669
3,359
3,230
3,160
2,898
2,878
2,777
Source: Ibope
Category
Peso (000s)
Auto
43,044
Clothing
38,199
Toiletries
37,011
Media
30,204
Mobile phones
29,061
Tourism
28,126
Telecommunications
23,933
Beverages & tobacco
20,975
Finance
19,846
Food
15,410
Source: Ibope
66
COLOMBIA: MAGAZINES
Top magazine
owners (2006)
Magazine revenue
Owner
Peso (000s)
Publicaciones Semana
108,150
Casa Ed. El Tiempo
42,377
Ed. Televisa
33,953
Inversiones Cromos
27,799
Ed. Gamma
10,640
Grupo Gerente Col
6,116
Grupo Publicaciones Latinoamer
6,041
Multirevistas
4,272
Credencial
1,845
Other
55,027
Source: Ibope
67
COLOMBIA: RADIO
RADIO
Source: TGI
Source: TGI
Costs/audiences
Station
National
Radio Caracol
Rcn Basica
Rcn Radio Uno
Rcn La Mega St
Amor Stereo
Rumba Stereo
Los 40 Principales
La W FM
Rcn La F.M.
Antena 2 Nacio
Todelar Basica
Radio Activa
Main regional
Bogotá
Rcn La FM
La Vallenata St
Olimpica St
Radio Santafe AM
Medellín
Voz De Colombia FM
Radio Caracol AM
Rcn La Carinosa Paisa AM
Santiago de Cali
Radio Hit
Amor St
Energia St
Tropicana St
Romance FM
Olimpica St
Type
Peak
time
(30 sec)
audience
adult CPT
(Peso)
(000s)
(Peso)
talk
talk
music
music
music
music
music
talk
talk
sport
talk
music
0745
0715
0715
0700
0830
0730
0715
0745
0715
0730
0700
0700
1,600,000
1,450,000
1,200,000
1,380,000
1,200,000
1,450,000
1,550,000
2,100,000
1,400,000
780,000
950,000
1,100,000
792
548
460
360
344
320
232
185
95
78
56
32
2,020
2,646
2,609
3,833
3,488
4,531
6,681
11,351
14,737
10,000
16,964
34,375
talk
music
music
talk
0715
0715
0730
0700
170,000
210,000
200,000
160,000
64
56
51
19
2,656
3,750
3,922
8,421
talk
talk
talk
0730
0700
0645
190,000
215,000
160,000
54
41
63
3,519
5,244
2,540
music
music
music
music
music
music
0715
0745
0700
0715
0700
0630
180,000
160,000
200,000
195,000
185,000
180,000
47
39
38
37
36
27
3,830
4,103
5,263
5,270
5,139
6,667
Source: TGI
Average CPT: Peso 4,557
68
COLOMBIA: RADIO
categories (2007)
Top ten radio
advertisers (2007)
Radio expenditure
Category
Peso (000s)
Media
249,724
Tourism
233,673
Finance
203,923
Civic campaigns
156,969
Beverages & Tobacco
127,322
Food
123,112
Entertainment
119,461
Telecommunications
104,607
Auto
84,306
Pharmaceutical
62,032
Advertiser
Bancolombia
Café Aguila Roja
Comcel
Nal. De Chocolates
Servientrega
Bavaria
Pintuco
BCO Popular
Postobon
General Motors
Source: Ibope
Source: Ibope
Top radio
owners (2007)
Owner
Caracol
RCN
Olimpica
Todelar
Melodia
Other
Radio revenue
Peso (mill)
776.2
690.0
138.0
51.7
34.5
34.5
Source: Ibope
69
Radio expenditure
Peso (000s)
53,836
43,961
34,584
30,316
26,950
26,345
23,225
22,465
21,704
17,184
COLOMBIA: OUTDOOR
OUTDOOR
Type/size of display (m)
Paraderos
Transmilenio
Tradicionales (12x4)
Culata
Cerchas
Tubularers
Prismas
LED' s
Number of
sites
7,800
3,200
1,315
400
123
90
24
5
Cost per panel
per month (Peso)
460,000
790,000
4,300,000
8,000,000
2,650,000
4,500,000
3,800,000
23,000,000
Top outdoor
advertisers (2007)
Outdoor expenditure
Advertiser
Peso (000s)
Bavaria
21,355.8
Colombia Móvil
4,386.6
Coltabaco
3,046.2
Telefonica Movistar
2,273.2
Almacenes Éxito
2,146.6
Ind Lic Cundinamarca
1,847.1
Comcel
1,587.9
Coca-Cola
1,581.2
Bancolombia
1,499.8
Belcorp
1,485.3
Top ten outdoor product categories (2007)
Outdoor expenditure
Category
Peso (000s)
Beverages & tobacco
31,956.9
Media
24,929.1
Tourism
13,438.1
Telecoms
12,151.9
Agriculture
8,575.9
General clothing
8,283.2
Civic campaigns
7,995.7
Auto
6,338.8
Services
4,625.4
Finance
4,513.6
70
COLOMBIA: OUTDOOR
Top outdoor contractors (2007)
Contractor
Valtec
Efectimedios
EUCOL
Ultradifusion
Metrovia
Vallas y Avisos
Marketmedios
Metrovia
71
COLOMBIA: CINEMA
CINEMA
Source: Starcom
per week: Peso 1,114,000
Source: Starcom, Medio
Source: Starcom
Trend in admissions
2003
2004
2005
2006
Admissions
(mill)
12.9
13.7
11.7
15.4
Gross takings
Peso (mill)
103,034
109,609
93,938
123,093
Age
16-24
25-34
35-49
50+
Sex
Male
Female
%
37.7
36.9
20.6
4.8
%
47.6
52.4
72
COLOMBIA: CINEMA
Top ten films (2006)
Film
Gross takings
Peso (mill)
1,837
1,361
1,339
1,123
1,085
983
757
734
729
584
Soñar no Cuesta Nada
Ice Age 2
The Da Vinci Code
The Lion, the Witch and the Wardrobe
Pirates of the Caribbean: Dead Man's Chest
Superman Returns
Cars
Karmma
El Colombian Dream
Poseidon
Top ten cinema
advertisers (2006)
Top ten cinema
Cinema expenditure
Advertiser
Peso (mill)
Bancolombia
621.8
General Motors
560.9
Mototrola
204.9
Zenu
201.0
Meals de Colombia
174.2
Nal. de Chocolates
172.5
Sofasa
147.7
Goodyear
139.2
Telefonica
136.4
Unilever
94.7
Cinema expenditure
Category
Peso (mill)
Food
1,058.0
Auto
867.4
Telecommunications
842.2
Finance
785.7
Health
245.2
Clothing
153.7
Services
140.1
Education
122.3
Cosmetics
109.8
Transport
55.5
73
COLOMBIA: INTERNET
INTERNET
Adult internet users with home broadband: 4,500,000
Typical monthly cost of internet access: Peso 60,000
Source: comscore
Cost of display ads
Type
Traditional display
Rich media
(Peso)
28,000
50,000
Source: I Network
Owner
Microsoft
Google
Facebook
Yahoo!
Mercado Libre
Casa Editorial El Tiempo
Terra Networks
Orange
Batanga
Fox Interactive Media
Top ten search keywords
Unique visitors
per month (mill)
2.9
2.9
1.9
1.8
1.5
1.3
1.2
1.0
1.0
1.0
Source: Starcom
74
Keyword
juegos juegos
juegos
hotmail
videos
youtube
musica
yahoo
sena
facebook
hi5
COLOMBIA: INTERNET
Top internet product categories (2007)
Category
Telecommunications
Financial Services
Automotive
CPG
Others
Peso (mill)
5,673.0
3,403.8
2,269.2
2,269.2
1,588.4
Source: I Network
Top ten internet advertisers (2006)
Advertiser
General Motors
Tigo
Kotex
Divivienda
Hewlett Packard
Bavaria
Kellogg
Citi Bank
Procter & Gamble
Unilever
Source: I Network
Top internet owners (2006)
Owner
Terra
GLP
Ceet
Source: I Network
Top internet sales houses (2006)
Sales house
I Network
Terra
GLP
Ceet
Source: I Network
75
COLOMBIA: MEDIA REACH/OVERALL
MEDIA REACH
Television
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
78
19
Weekly
86
22
34
76
84
8
16
71
13
Monthly
90
26
41
78
11
17
Source: TGI
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
Peso (000s)
Comcel
87,738
Bavaria
85,281
Unilever
84,800
Bancolombia
81,368
Colgate Palmolive
75,581
Procor & Gamble
74,194
Postobon
72,708
Tecnoquimicas
67,549
Quala
64,258
Nal. de Chocolates
59,711
Media expenditure
Category
Peso (000s)
Tourism
517,651
Toiletries
461,694
Food
467,354
Finance
405,901
Telecoms
394,220
Beverages & Tobacco
408,904
Civic campaigns
431,799
Entertainment
327,116
Services
304,190
Auto
300,316
Source: Ibope
Source: Ibope
76
COSTA RICA: ECONOMIC DATA
COSTA RICA
ECONOMIC DATA
2000
2001
2002
1 US$ = 516.6 Colones at 2007 rate
2003
2004
2005
2006
2007
Gross Domestic Product (Colones billion)
at current prices
% change
at 2007 prices
% change
4,914
5,395
6,061
6,984
8,144
9,512 11,515 13,354
8.9
9.8
12.4
15.2
16.6
16.8
21.1
16.0
10,178 10,047 10,340 10,883 11,296 11,594 12,598 13,354
-1.9
-1.3
2.9
5.3
3.8
2.6
8.7
6.0
Gross Domestic Product per capita (Colones 000s)
at current prices
at 2007 prices
1,251
2,590
1,345
2,505
1,478
2,522
1,671
2,604
1,916
2,658
2,197
2,678
2,617
2,863
2,988
2,988
Gross Domestic Product (US$ million)
at current prices
at 2007 prices
9,513 10,442 11,732 13,518 15,763 18,411 22,290 25,849
19,701 19,447 20,014 21,065 21,866 22,442 24,386 25,849
at current prices
at 2007 prices
2,421
5,013
2,604
4,850
2,861
4,881
3,234
5,039
3,709
5,145
4,252
5,183
5,066
5,542
5,783
5,783
3.9
4.0
4.1
4.2
4.3
4.3
4.4
4.5
53.7
2.5
58.6
9.2
64.2
9.5
72.1
3.5
82.0
3.5
91.4
3.5
100.0
3.5
0.63
0.70
0.65
0.57
0.58
0.56
0.55
6.7
-2.6
2.7
-8.6
19.2
4.7
16.7
4.7
14.6
4.8
Population
Millions
2007=100
% change
48.3
11.0
0.65
at current prices
at 2007 prices
-
6.8
-4.0
24.4
13.9
77
COSTA RICA: ADVERTISING EXPENDITURE/POPULATION
2000
2001
2002
2003
2004
2005
2006
2007
Total
29,405
31,102
37,931
40,154
40,674
48,014
55,006
61,448
Newspapers
13,007
12,805
13,588
14,909
15,357
16,758
19,661
23,045
TV
12,006
12,521
16,582
16,598
16,715
20,275
22,973
25,081
Radio
4,391
5,776
7,761
8,647
8,602
10,980
12,372
13,321
Source: Media Gurú
Notes:
1. Before discounts
4. Other includes magazines, outdoor and cable
Tobacco: Prohibited in newspapers, cinemas, radio and television
Alcohol: Banned on bank holidays and Sundays
Pharmaceutical: ban on ads for many medicines; condom ads after 1900 only
Political: Must carry message that they are paid-for political ads
POPULATION
50,660
San Jose
Spanish
Costa Rican colon (CRC)
Land area (km²)
Capital city
Language
Currency
Population
Total
Male
(000s)
2,276
Female
(000s)
2,201
Total
(000s)
4,477
Source: National Institute of Statistics and Censuses (July 2007)
78
Other
2,439
2,903
4,368
4,968
5,645
7,179
9,399
12,365
COSTA RICA: TELEVISION
TELEVISION
Source: Instituto Nacional de Estadística y Censos, 2007
Source: Instituto Nacional de Estadística y Censos, 2006
Colour
VCR
DVD
Remote control
Digital cable
94.9%
42.7%
76.9%
95.0%
28.6%
0.4%
Source: Instituto Nacional de Estadística y Censos, July 2007
Source: Estudio General de Medios 2007
Average
Subscription
CRC
15,500
17,033
Cable
Satellite
Source: Sky Costa Rica, amnet.co.cr & cabletica.com
Main channels
Channel
Non-commercial
Sinart canal 13
Commercial
Televisora de Costa Rica (canal 7)
Repretel canal 6
Repretel canal 11
Repretel canal 4
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
95
17
1,428
85
75
75
65
24
24
24
24
2,016
2,016
2,016
2,016
Peak adult
audience
(000s)
103
90
43
14
5
30 sec peak
adult CPT
CRC
5,010
5,942
6,189
10,791
44,400
Source: Ibope, Satchi & Satchi
Cost/audience
Channel
Repretel canal 6
Repretel canal 11
Repretel canal 4
Sinart canal 13
Peak
time
1800-2300
1800-2300
1800-2300
1800-2300
1800-2200
Source: Ibope Time
Average CPT: CRC 6,631.37
79
Peak rate
30 sec
CRC
515,000
536,000
268,000
150,000
222,000
COSTA RICA: TELEVISION
Channel
Non-commercial
Sinart canal 13
Commercial
Repretel canal 6
Cable
Repretel canal 11
Other (UHF)
Repretel canal 4
2007
Individuals
Adults
Ad revenue
2007
CRC (mill)
1.5
1.7
4,786
28.7
22.7
20.1
11.6
10.1
5.3
29.7
24.3
18.9
12.0
9.3
4.2
24,617
21,530
697
10,750
1,196
6,786
Source: Media Gurú
Programme
Bailando por un Sueño
Bailando por un Sueño
Resumen De Telenoticias
Hasta Que La Plata Nos Separe
La Esclava Isaura
Exitos del Cine
UNCAF Club Championships
UNCAF Club Championships
El Chinamo
Fútbol Nacional
Channel
canal 7
canal 7
canal 7
canal 6
canal 6
canal 7
canal 6
canal 7
canal 7
canal 17
Adult
TVR
27.2
22.1
20.4
17.5
17.3
17.2
18.2
17.8
14.7
21.9
Source: Ibope Time
Top ten television
advertisers (2007)
Advertiser
Unilever
Colgate
Procter & Gamble
Bayer
Nestlé Maggi
Banco Nacional de CR
Importadora Monge
Florida Ice & Farm
Dos Pinos
GlaxoSmithKline
categories (2007)
TV expenditure
CRC (mill)
2,914
2,093
2,014
1,560
1,048
1,006
996
900
845
820
Source: Media Gurú
Source: Media Gurú
Top television owners (2007)
Owner
Televisora de Costa Rica S.A.
Repretel
Sistema Nacional de Televisión
Category
Costa Rican state
Electrical retailers
Credit cards
Detergent
Banking
Toothpaste
Skin care
Supermarkets
Deodorants - female
Fast food
TV revenue
CRC (mill)
24,617
39,066
4,786
Source: Media Gurú
80
TV expenditure
CRC (mill)
2,274
2,063
1,325
1,315
1,142
989
957
954
866
817
COSTA RICA: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Dailies
La Nación
La República
La Extra
Al Día
La Prensa Libre
La Teja
Weeklies
El Financiero
Adult
(000s)
(000s)
Full page
Adult CPT Full page
Colour
Colour
B/W
CRC (000s) CRC (000s) CRC (000s)
120
27
110
75
25
88
459
33
471
387
295
1,357
994
780
603
382
501
3
30
2
2
2
2,239
1,376
1,170
838
575
501
15
34
704
21
1,007
Source: Media Gurú, Estudio General de Medios, Newspapers
Average CPT (colour): CRC 4,247.17
Top ten newspaper
advertisers (2007)
Top ten newspaper
Advertiser
CRC (mill)
Más x Menos
834
Banco Popular
820
770
Banco de Costa Rica
675
Importadora Monge
566
Veinsa
481
Dos Pinos
473
Hewlett-Packard
444
Dell
439
Gollo
426
Category
CRC (mill)
Supermarkets
1,424
1,287
Universities
1,045
Credit cards
911
Auto
714
State
709
Department stores
653
Durables
637
Off-road vehicles
611
Banking
578
Source: Media Gurú
Source: Media Gurú
Top ten newspaper
owners (2007)
Owner
La Nación
La República
La Extra
Al Día
La Teja
La Prensa Libre
Newspaper revenue
CRC (mill)
27,382
4,457
3,896
2,950
516
396
Source: Media Gurú
81
COSTA RICA: MAGAZINES
MAGAZINES
Magazines
Title
Twice weekly
Vanidades
Perfil
Monthly
4 Sale by Owner
Sabores
TV Novelas
Cosmopolitan
Selecciones
Soho
Tu
National Geographic
Pets y Mas
Ideas
Ejercicio y Salud
Adult
Colour
B/W
(000s)
(000s)
CRC
CRC
CRC
16
12
136
229
951,843
852,000
6,999
3,721
951,843
852,000
35
22
19
17
14
12
11
7
7
5
-
54
182
112
168
89
106
68
161
59
55
69
480,430
934,500
901,746
651,261
852,000
801,552
801,552
473,417
701,358
676,310
8,897
5,135
5,368
7,318
8,038
11,788
4,979
8,024
12,752
9,802
480,430
934,500
901,746
651,261
852,000
801,552
801,552
473,417
701,358
676,310
Sources: Estudio General de Medios 2007, Media owners
Average CPT: CRC 6,597.4
Top ten magazine
advertisers (2007)
categories (2007)
Advertiser
CRC (mill)
Grupo Nación
203
Centenario
141
Importadora Monge
140
Banco de San José
128
Autos Xiri
123
Holtermann
119
J&J
106
Pipasa
97
Yamuni
95
Banco Nacional de Costa Rica
93
Category
CRC (mill)
Real estate
617
Housing
464
Commercial real estate
440
Hotels (other)
307
Whisky
254
Corporate
242
Banking
231
Hotels (beach)
228
Hotels (premium)
218
Seminars
209
Source: Media Gurú
Source: Media Gurú
82
COSTA RICA: MAGAZINES/RADIO
Top ten magazine
owners (2007)
Magazine revenue
Owner
CRC (mill)
Summa Editorial S.J.
1,822
Grupo Taca
1,742
Grupo E & N
578
4 Sale by Owner
471
Grupo Nación
468
Perfil
416
Estilos y Casas/Esta Semana
281
INM
263
Mercadeo y Tendencia
258
Construir
216
Source: Media Gurú
RADIO
Source: Canara
Source: EGM Ipsos
Costs/audiences
Station
National
Musical
Vox
Omega
Exa
Sinfonola
Reloj
Columbia
Bésame
Faro del Caribe
Columbia Estereo
103 Radio
Azul
Main regional
La Gigante
Sinaí
Type
Peak
time
music
0900-1300
music
1000-1300
music
0800-1300
music
1000-1300
music
0830-1300
news/music 0700-0900
music
1300-1500
music
1000-1300
religious 0800-1300
music
0900-1330
music
0800-1315
music
1000-1030
music
music
0730-0830
1100-1200
Source: EGM Ipsos 2007
Average CPT: CRC 95.53
83
(30 sec)
audience
adult CPT
CRC
(000s)
CRC
25,000
18,000
21,600
18,000
12,000
14,000
15,000
17,500
18,000
19,500
298
245
251
172
168
161
160
168
171
175
137
161
84
73
86
105
71
87
94
104
103
121
5,000
4,300
5
3
1,000
1,433
COSTA RICA: RADIO
Top ten radio
advertisers (2007)
Radio expenditure
Advertiser
CRC (mill)
Más x Menos
451.9
Unilever
415.4
389.8
Compañía Nacional de Fuerza y Luz
328.0
Importadora Monge
324.3
Abonos Agro
320.9
Gollo
315.7
Florida Ice & Farm
280.4
Banco Popular
225.6
ICE
222.0
Source: Media Gurú
categories (2007)
Category
Costa Rican state
Supermarkets
Credit cards
Hardware stores
DIY
Department stores
Universities
Paint
Restaurants
Radio expenditure
CRC (mill)
1,351.5
978.5
717.1
573.3
417.9
415.1
382.1
370.6
337.0
297.4
Source: Media Gurú
Top radio
owners (2007)
Owner
Omega Stereo
Monumental
Grupo Columbia
Musical
Azul
94.7
Puntarenas
Radio revenue
CRC (mill)
296.2
207.4
193.4
184.5
137.3
122.3
118.6
Source: Media Gurú
84
COSTA RICA: OUTDOOR
OUTDOOR
Top ten outdoor
advertisers (2007)
categories (2007)
Outdoor expenditure
Advertiser
CRC (mill)
Phillip Morris
252
Cervecería Costa Rica
194
124
Unilever
115
Tica Panamco
98
Holterman Cia
95
Cimo
92
Credi Express
85
Banco de San José
81
Banco de Costa Rica
74
Outdoor expenditure
Category
CRC (mill)
Cigarettes
302
Banking
224
Credit cards
163
Chicken restaurants
146
Beer
140
Tennis
138
127
Home loans
125
Finance
106
DIY
94
Source: Media Gurú
Source: Media Gurú
Top ten outdoor
contractors (2007)
Outdoor revenue
CRC (mill)
1,184
989
520
338
295
285
239
168
137
106
Contractor
Equipamientos Urbanos de Costa Rica
Pol
Interamericana Medios de com.
Color Visión
Colite
Panorama
Publitek/Publiex
Gigantografías
Publitapias
Publimóvil
Source: Media Gurú
85
COSTA RICA: CINEMA
CINEMA
Source: CAMedia Central
per week: CRC 22,544
Source: Cinemark Costa Rica
Source: CAMedia Central
Age
0-15
16-24
25-34
35-49
50+
Sex
Male
Female
%
13.7
35.4
25.3
20.9
4.6
%
52.9
47.1
Source: Estudio General de Medios, 2007
Film
Spiderman III
Shrek 3
Pirates of the Caribbean: At World's End
The Fantastic: Rise of the Silver Surfer
Transformers
Harry Potter & The Order of the Phoenix
The Simpsons
Ratatouille
Night at the Musuem
300
Source: Cinepolis Costa Rica
86
COSTA RICA: INTERNET
INTERNET
Homes with internet connection: 316,832 (27.4%)
Adult internet users: 828,218
Adult internet users with home broadband: 343,456
Typical monthly cost of internet access: CRC 9,000
Source: www.cabletica.com
Site
Google
Hotmail
Yahoo!
La Nación
Teletica
Alta Vista
Al Día
Diario Extra Online
Tia Zelmira
Terra/Lycos
Unique visitors
per month
960,456
709,748
647,901
180,254
128,932
108,769
72,673
67,517
49,230
37,456
Source: Estudio General de Medios 2007
Cost of display ads
Type
Banner 160x600 (homepage)
Banner 240x120 (homepage)
Banner 160x600 (internal)
Banner 240x120 (channels)
Banner 160x600 (news)
Campaign run of site (160x600 )
CRC
5,010
4,509
4,008
4,008
4,008
2,505
2,505
2,505
Source: www.nacion.com
87
COSTA RICA: OVERALL
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
CRC (mill)
Unilever
3,594
2,383
Colgate
2,157
Procter & Gamble
2,101
Importadora Monge
2,098
Más x Menos
1,893
Bayer
1,869
Banco Popular
1,827
Banco de Costa Rica
1,778
Gollo
1,579
Category
Costa Rican state
Supermarkets
Credit cards
Banking
Universities
Detergent
Department stores
Paint
Hardware stores
Source: Media Gurú
Source: Media Gurú
Top ten media
owners (2007)
Owner
La Nación
TV7
TV6
TV11
TV4
TV13
La República
La Extra
Al Día
Radio Omega
Media revenue
CRC (mill)
27,382
24,617
21,530
10,750
6,786
4,786
4,452
3,896
2,950
2,126
88
Media expenditure
CRC (mill)
4,601
4,492
3,202
3,133
2,241
1,883
1,587
1,406
1,367
1,362
MEXICO: ECONOMIC DATA
MEXICO
ECONOMIC DATA
1 US$ =
2000
2001
10.93 Peso at 2007 rate
2002
2003
2004
2005
2006
2007
7,556
20.6
8,863
15.4
8,556
13.2
9,584
8.1
9,199 10,307 11,178
7.5
12.0
8.4
9,916 10,713 11,178
3.5
8.0
4.3
at current prices
% change
at 2007 prices
% change
5,492
19.5
7,524
9.2
5,810
5.8
7,481
-0.6
6,263
7.8
7,681
2.7
Gross Domestic Product per capita (Peso 000s)
at current prices
at 2007 prices
55.1
75.4
57.6
74.2
61.6
75.5
73.7
86.4
82.8
92.7
88.2
95.1
97.8
101.7
104.9
104.9
691
811
783
877
842
907
943
980
1,023
1,023
at current prices
at 2007 prices
503
688
532
685
573
703
at current prices
at 2007 prices
5.0
6.9
5.3
6.8
5.6
6.9
6.7
7.9
7.6
8.5
8.1
8.7
9.0
9.3
9.6
9.6
99.7
100.8
101.7
102.5
103.3
104.3
105.3
106.5
77.7
6.4
81.5
5.0
85.3
4.6
89.3
4.7
92.8
3.9
96.2
3.7
100.0
3.9
0.57
0.53
0.45
0.44
0.44
0.44
0.48
2.9
-1.6
10.3
5.3
6.8
2.8
12.6
8.6
18.0
13.5
Population
Millions
2007=100
% change
73.0
9.5
0.59
at current prices
at 2007 prices
15.5
5.4
2.0
-4.1
0.0
-4.7
89
MEXICO: ADVERTISING EXPENDITURE
Advertising expenditure in Peso million at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
19,980
24,318
28,248
32,612
33,274
33,287
34,250
37,779
40,363
45,438
53,598
Newspapers
3,469
4,188
5,022
5,115
5,200
5,283
4,503
4,648
4,745
5,461
6,234
Magazines
2,772
3,287
3,531
3,707
3,824
3,181
3,731
3,827
4,037
4,605
5,190
TV
10,469
13,332
15,243
18,779
19,638
20,024
22,509
25,442
27,414
30,876
36,971
Radio
3,271
3,511
4,452
5,011
4,612
4,799
3,507
3,862
4,167
4,497
5,204
Advertising expenditure in Peso million at const. 2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
40,509
42,536
42,373
44,679
42,844
40,822
40,174
42,320
43,507
47,231
53,598
Newspapers
7,033
7,325
7,534
7,008
6,696
6,479
5,282
5,207
5,115
5,676
6,234
Magazines
5,620
5,750
5,297
5,078
4,923
3,901
4,376
4,287
4,351
4,787
5,190
TV
21,226
23,320
22,865
25,727
25,286
24,557
26,402
28,500
29,549
32,094
36,971
Radio
6,631
6,141
6,678
6,866
5,939
5,885
4,114
4,326
4,492
4,674
5,204
Source: Ibope, CIMA, adjusted by ZenithOptimedia
Notes:
1. After estimated discounts
3. Includes classified to 2004, excludes from 2005
Tobacco: Banned on TV; banned on boards within 200m of gyms, schools and hospitals.
Banned on outdoor sites with sound. Free samples not permitted.
Alcohol: Allowed on TV between 2100 and 2400 only.
90
MEXICO: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
1,923,040
Mexico City
Spanish
Peso
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
17,592
8,834
8,349
6,832
4,610
2,760
2,470
51,445
Female
(000s)
16,914
8,983
8,852
7,198
4,935
3,058
3,024
52,964
Total
(000s)
34,506
17,817
17,201
14,030
9,544
5,818
5,494
104,410
Source: Consejo Nacional de Población (CONAPO) 2006
Population status
A/B
C+
C
CD+
D
DE
Total
Total
(000s)
2,589
3,498
6,640
9,157
12,623
15,849
22,396
31,657
104,409
Source: Sigmarket, Knowledge Bank 2006-2007
estimates
Definition of status:
A/B=high level
C+=lower high level
C=high medium level
C-=low medium level
D+=high low level
D=medium low level
D-=low low level
E=extreme poverty
91
MEXICO: TELEVISION
TELEVISION
VCR
DVD
Digital satellite dish
43.9%
64.0%
18.7%
4.0%
5.3%
Source: Stablishment Survey 2006
No TV licence fee
Source: Ibope, media owners
Basic cable
Basic DTH
Average
subscription
(Peso)
316
399
Source: Ibope, media owners
Main channels
Channel
Canal 2
Canal 13
Canal 5
Canal 7
Canal 9
Canal 11 Once TV
Canal 4
Canal 22
Canal 12- Monterrey Multimedios TV
Canal 40
Discovery Chanel
Canal 34- Monterrey
Canal 4-Guadalajara
Fox Sports CSV
Fox Sports MVS
Canal 28 Edo. De México
Canal 34 Edo. De México
TNT CVS
TNT MVS
Cartoon Network CVS
Cartoon Network MVS
Technical
Daily
Ad mins
penetration
hours of
per
(%)
transmission
week
37.87
24
576
24.78
24
548
22.71
24
292
18.33
24
233
15.91
24
171
10.36
24
1212
8.86
24
132
4.35
24
718
3.93
24
266
3.11
24
32
2.06
24
616
1.98
24
1.69
24
689
1.65
24
609
1.65
24
496
1.59
24
1.57
24
431
1.43
24
527
1.43
24
224
1.17
24
382
1.17
24
330
92
MEXICO: TELEVISION
Main channels
Channel
MTV
Animal Planet
History Channel
Fox
Disney Channel
Cinema Golden Choice II
De Película
ESPN
Warner Channel
Cinema Golden Choice
Banda Max
Sony
National Geographic
Discovery Kids
HBO
USA Network/Universal Channel
Tele Hit
Canal 2 - Monterrey
CNN En Español
Exa TV
People & Arts
5Incuenta Y Do2
Multipremier
AXN CVS
ESPN 2
Cine Latino
Tl Novelas
Jettix / Fox Kids
VH1 Latinoamerica
Canal 7 De Guadalajara
Canal 21
Canal 64 De Monterrey
E! Entertainment Televisión
Multicinema
Unicable
Hallmark Channel
The Film Zone
Cine Canal
Movie City
Ritmo Son
Infinito
El Gourmet
The Film Zone Oeste
The Film Zone Este
Technical
Daily
Ad mins
penetration
hours of
per
(%)
transmission
week
1.15
24
613
1.09
24
1.03
24
0.90
24
940
0.86
24
330
0.76
24
176
0.72
24
0.68
24
366
0.68
24
459
0.67
24
200
0.64
24
0.64
24
765
0.64
24
530
0.59
24
271
0.51
24
0.50
24
481
0.48
24
0.46
24
0.45
24
519
0.44
24
499
0.39
24
0.38
24
725
0.36
24
482
0.36
24
469
0.35
24
0.32
24
0.30
24
0.29
24
268
0.29
24
0.28
24
0.26
24
0.26
24
0.25
24
510
0.23
24
543
0.23
24
318
0.22
24
240
0.22
24
0.20
24
0.20
24
0.18
24
0.18
24
0.18
24
0.17
24
0.15
24
-
93
MEXICO: TELEVISION
Main channels
Channel
Canal 28 De Monterrey
Cine Platino
Discovery Home & Health
Nickelodeon
ZAZ MVS
HBO Este
Boomerang
Movie City Este
HBO Plus
HBO Oeste
Cine Canal 2
CNN Internacional
De Película MPX
MGM
A&E Mundo
Vídeo Rola
Retro
Cinema Golden Choice MPX
Platino Plus
Enlace
Multicinema 2
Movie City Oeste
FXS
Discovery Travel & Adventure Channel
HBO Family
Arts
Cine Canal Este
Cinemax
TVE-España
Multipremier 2
Fox Life
Cinemax Este
HTV
Casa Club
Much Music
W Radio
Cosmopolitan TV
Antena 3 Internacional/España
BBC World
CBS
Cine Canal Oeste
CMC
CNBC
Eurochannel
Technical
Daily
Ad mins
penetration
hours of
per
(%)
transmission
week
0.14
24
0.13
24
0.13
24
0.12
24
343
0.12
24
452
0.11
24
0.10
24
0.09
24
0.09
24
0.09
24
0.08
24
0.08
24
0.08
24
0.08
24
0.08
24
494
0.08
24
0.07
24
0.06
24
0.06
24
0.06
24
0.06
24
0.05
24
0.05
24
0.05
24
0.05
24
0.04
24
0.04
24
0.04
24
0.04
24
0.04
24
301
0.04
24
0.03
24
0.03
24
0.03
24
0.03
24
0.03
24
0.03
24
0.02
24
0.02
24
0.02
24
0.02
24
0.02
24
0.02
24
0.02
24
-
94
MEXICO: TELEVISION
Main channels
Channel
Sky Event
Speed Channel
The Weather Channel
TVI
American Network
HBO Family Este
ABC
Cinemax Oeste
Canal Del Congreso
Deutsche Welle-Alemania
Galicia TV
Locomotion
Pago Por Evento/PPE
Sky Premiere
TVC
WGN
D99
Telefórmula
Eurosport
Reality TV
Maríavisión
Bloomberg
Canal 8 (Telecable)
Claravision
Directv Cine Club
ETB Sat-TV-Vasca
Film & Arts
Headline News
Playboy TV / Latin América
Telemundo
TV Chile
TV Guide
Impactel
Cinecanal Classics
Fox News
Private Gold
Magic Kids
Sky Interactive News
Music Choice
Soundtrack Channel
AEI Music
Outdoor Channel
NFL/Sunday Ticket
Technical
Daily
Ad mins
penetration
hours of
per
(%)
transmission
week
0.02
24
0.02
24
0.02
24
0.02
24
0.02
24
0.02
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.01
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
0.00
24
-
Source: Ipsos 2006, Ibope 2006
95
MEXICO: TELEVISION
Channel
Canal 2
Canal 13
Canal 52 MVS+TV
Canal 7
Canal 9-Galavision
Canal 4
Canal 4-Guadalajara
Canal 12
Sony CVS
Canal 52
E! Entertainment
AXN CVS
Canal 11
A&E Mundo CVS
Warner CVS
Multicinema MVS
Multipremier MVS
Universal
Unicable TVNET
ZAZ MVS
Canal 34
Golden Choice TVNET CVS
Golden Choice 2 TVNET CVS
Canal 22
Multicinema 2 MVS
Fox Sports MVS
EXA TV MVS
Fox CVS
Disney Channel CVS
Cartoon Network MVS
Multipremier 2 MVS
Fox Sports CVS
MTV CVS
TNT CVS
TNT MVS
ESPN CVS
Cartoon Network CVS
Discovery Channel CVS
Nickelodean CVS
National Geographic CVS
Canal 40
Discovery Kids CVS
Jetix CVS
Hallmark CVS
CNN Español CVS
CNNI CVS
2006
Individuals
Adults
34.46
36.04
19.34
20.86
17.89
13.49
11.80
11.63
10.48
11.20
2.93
3.34
0.54
0.59
0.73
0.88
0.00
0.00
0.04
0.04
0.00
0.00
0.00
0.00
0.78
0.75
0.00
0.00
0.00
0.00
0.01
0.01
0.01
0.01
0.02
0.03
0.00
0.00
0.01
0.01
0.65
0.79
0.00
0.00
0.00
0.00
0.15
0.18
0.00
0.01
0.02
0.02
0.01
0.01
0.00
0.00
0.00
0.00
0.07
0.04
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.03
0.03
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.01
0.01
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
Source: Ibope - Mss 2006
96
Ad revenue
2006
Peso (mill)
33,469.3
19,704.9
13,847.7
12,087.0
7,368.2
1,843.4
1,765.2
1,312.4
1,043.9
824.5
702.1
642.2
546.2
497.8
487.0
343.1
324.2
310.3
310.1
285.1
249.3
190.1
168.0
151.2
149.2
143.6
138.3
116.3
115.6
88.0
84.0
80.6
77.9
71.3
65.1
57.1
48.3
43.6
43.3
36.1
35.1
33.9
33.6
31.6
21.7
12.8
MEXICO: TELEVISION
Programme
FSN America vs Guadalajara
Alborada
FSI Argentina vs Mexico
La Fea Mas Bella
Esp.Mensaje Vicente Fox
Esp.VI Informe de Gobierno
FSI Mexico vs Iran
Aun Hay Mas Hoenaje A Raul Velasco
Esp.Corte Informativo Ife
FSI Portugal vs Mexico
Channel
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Adult (18+)
TVR%
14.0
12.3
12.0
11.4
11.2
11.1
10.9
10.8
10.7
10.3
Source: Ibope - Mss 2006
Top ten television
advertisers (2006)
Advertiser
Procter & Gamble
Unilever
Bimbo
Nestlé
Lab Genomma
Coca-Cola
Colgate Palmolive
Kimberly Clark
Danone
Radiomovil Dipsa
Top ten television
TV expenditure
Peso (mill)
4,557.0
3,174.6
2,767.1
2,451.9
2,250.8
2,175.6
2,128.8
1,609.7
1,503.0
1,322.6
TV expenditure
Category
Peso (mill)
Department stores
26,225.0
Music
25,016.0
Telecommunications
18,824.0
Banks
14,464.0
Drinks
11,161.0
Toiletries
9,119.0
Civic campaigns
8,697.0
Passenger vehicles
7,112.0
Auto
6,573.0
Mobile phone downloads
4,369.3
Source: Ibope 2006
Source: Ibope 2006
97
MEXICO: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Regional dailies
Esto
La Prensa
El Universal Gráfico
El Universal
Reforma
Ovaciones
El Financiero
El Norte (MTY.)
La Jornada
Milenio Diario
El ABC (MTY.)
El Porvenir (MTY.)
El Sol de México
Excelsior
Uno más Uno
El Día
La Crónica de Hoy
Milenio Diario de Monterrey
El Informador (GDL.)
El Ocho Columnas (GDL.)
El Mural (GDL.)
El Economista
El Sol de Guadalajara
El País
La Prensa Jalisco
Full page Full page
Circulation
B/W
Colour
(000s)
Peso
Peso
320
315
300
151
151
148
147
143
109
82
80
75
61
60
50
50
49
42
40
39
38
34
15
10
8
31,500
117,000
77,080
58,480
-
38,600
146,250
96,350
99,280
-
Source: EGM 2006 , Media Vyasa 2006/2007, Directorio MPM Publicitarios 2006
98
MEXICO: NEWSPAPERS
categories (2006)
Top ten newspaper
advertisers (2006)
Category
Peso (mill)
Department stores
1,074.9
Car loans
406.1
Banks
377.2
Films/cinema
325.1
Passenger vehicles
323.0
Pay-TV
288.1
Civil/enterprise assoc.
237.0
Other commerce
236.2
Airlines
232.8
Mobile phone services
212.6
Advertiser
Peso (mill)
Liverpool
410.8
El Palacio De Hierro
290.3
Sears Roebuck
243.1
MVS Multivision
200.2
GPO Fin Banorte
114.8
Volkswagen
113.2
Chrysler
112.2
Radiomovil
108.3
General Motors
106.9
Ford
105.2
Source: Ibope
Source: Ibope
99
MEXICO: MAGAZINES
MAGAZINES
Magazines
Title
Weeklies
Tv Notas
Tv y Novelas
Día Siete
Tele Guía
Newsweek Español
Proceso
Soccermania
Hola
Siempre
Contenido
Tiempo Libre
Fortnightlies
Cosmopolitan
Vanidades
Tu
Eres
Quien
Notas Para Ti
Furia Musical
Expansión
Monthlies
Contacto Digital
Muy Interesante
15 a 20
Fibra América
Men's Health en Español
National Geographic en Español
Mi Bebé y Yo
H Para Hombres
Cocina Fácil
Conozca Más
Quo
Veintitantos
Automóvil Panamericano
Glamour
Escala
Vuelo
4 Ruedas
Caras
Full page
Circulation Colour
(000s)
Peso
860
550
312
300
103
100
100
60
50
-
209,900
204,188
58,000
117,196
53,130
75,712
66,260
99,000
59,000
107,500
-
300
300
250
200
135
130
105
50
200,134
222,277
176,786
158,099
110,200
59,900
56,889
101,500
350
270
230
200
200
170
162
160
155
150
150
150
125
111
110
110
105
105
106,116
128,828
129,900
61,796
120,228
93,768
92,684
139,900
79,270
124,472
112,000
119,900
85,995
82,688
190,300
165,200
89,900
153,000
100
MEXICO: MAGAZINES
Magazines cont.
Title
Monthlies cont.
Electronic Gaming Monthly
Padres e Hijos
Seventeen En Español
Sport Life
Witch
Cinemanía
Entrepreneur
Kena (mensuales general)
Maxim Para Hombres
En Forma
Actual
Car And Driver Español
Elle
Marie Claire
Chilango
Maxi Tuning
México Desconocido
Buen Hogar
Chevymania
Autoplus
PC Magazine
Popular Mechanics
Switch
Mundo Ejecutivo
Mujer Ejecutiva
PC World
Casas y Gente
Selecciones Reader's Digest
Vogue en Español
Max Todo El Hombre
Esposa Joven
Ideas Para Tu Hogar
Art Attack
Mujer 21
Business México
Bi-monthlies
Eres Novia
Arqueologia Mexicana
EXP
Full page
Circulation Colour
(000s)
Peso
100
100
100
100
100
85
85
80
80
75
74
70
70
70
63
60
60
60
58
55
55
55
50
49
35
25
21
-
66,150
104,242
99,115
89,799
54,229
68,300
95,000
112,000
93,548
56,007
106,700
65,000
91,000
141,451
54,020
40,738
61,800
94,540
22,550
35,666
78,223
51,424
55,005
86,000
52,500
6,900
79,120
-
65
40
-
105,735
68,000
-
Source: EGM 2006, Media Vyasa 2007
101
MEXICO: MAGAZINES
Top ten magazine
advertisers (2006)
categories (2006)
Advertiser
Peso (mill)
Procter & Gamble
134.3
Cosbel
101.0
Kimberly Clark
78.7
Unilever
64.6
General Motors
52.7
Frabel
48.5
Ford
48.3
Enfasys Digital
48.0
Calzado Eco
47.5
Liverpool
44.6
Category
Peso (mill)
Mobile phone downloads
408.8
Other commerce
325.1
Passenger vehicles
239.7
Toiletries
180.6
Skin care
162.8
Watches
112.0
Department stores
109.2
Vitamins & supplements
107.6
Perfume
106.0
Multisector companies
103.3
Source: Ibope
Source: Ibope
102
MEXICO: RADIO
RADIO
Number of radio households: 23,207,500 (97%)
Source: Sigma Consultores 2005
Source: La Dirección General de Sistemas de Radio y Televisión (DGSRT)
Average daily listening minutes per adult: 18.5
Source: EGM 2005
Costs/audiences
Station
Mexico City
XEQR-FM La Z
XEQ -FM Ke Buena
XERC-FM Stereo 97.7
XEJP-FM Stereo Joya
XHPOP-FM Digital 99.3
XHSH-FM Amor 95.3
XHFO-FM Universal Stereo
XHDFM-FM Mix 106.5
XHEXA-FM Exa FM 104.9
XHFAJ-FM Alfa Radio 91.3
XEX -FM 40 Principales
XEDF-FM Radio Uno
XEQR-AM Radio Centro
XEPH-AM La Sabrosita
XEBS-AM Sinfonola
XEOY-FM Radio Mil
Type
Peak
time
Peak
rate
(30 sec)
Pesos
dance
dance
contemp.
contemp.
contemp.
contemp.
contemp.
contemp.
contemp.
contemp.
contemp.
dance
talk
dance
oldies
contemp.
1000-1100
1300-1400
1200-1300
1000-1100
1200-1300
1200-1300
1300-1400
1200-1300
1300-1400
1200-1300
0900-1000
1000-1100
0800-0900
1000-1100
0800-0900
1000-1100
9,000
8,880
9,000
9,000
4,335
3,905
9,000
4,335
2,400
9,000
6,450
30,000
6,750
2,481
2,481
2,481
Source: Arbitron Maximi$er Fall-Winter 06 Mexico City
103
Peak
30 sec
adult
peak
audience adult CPT
(000s)
(Peso)
3,033
1,225
760
1,202
639
763
845
718
290
306
253
280
594
379
377
240.0
3.0
7.2
11.8
7.5
6.8
5.1
10.7
6.0
8.3
29.4
25.5
107.1
11.4
6.5
6.6
MEXICO: RADIO
Top ten radio
advertisers (2006)
Advertiser
Comercial Mexicana
CNDH
Radiomovil Dipsa
El Aguila Cia De Seg
GPO Modelo
Volkswagen
Liverpool
Formula Editorial
GPO Fin Banorte
Unilever
Radio expenditure
Peso (mill)
950.5
901.5
843.0
776.8
535.5
479.9
432.8
429.3
415.8
401.3
Source: Ibope
categories (2006)
Category
Audiovisual
Auto services
Civil/enterprise assoc.
Department stores
Banks
Civic campaigns
Car loans
Finance & insurance
Magazines
Radio expenditure
Peso (mill)
3,927.0
1,813.7
1,431.1
1,408.0
1,280.0
1,142.1
991.7
943.2
929.7
862.5
Source: Ibope
104
MEXICO: CINEMA
CINEMA
Source: Canacine (National)
per week: Peso 6,000*
Source: Cinemex, Cinepolis (*bulk deal with whole complex)
Trend in admissions
2002
2003
2004
2005
Admissions
(mill)
152.0
137.0
163.0
164.0
Gross takings
Peso (mill)
4,180
4,690
5,860
5,460
Source: Canacine (Mexico City), Screen Digest
Age
16-24
25-34
35-49
50+
Sex
Male
Female
Class
ABC+
C
D+
DE
Top cinema owners (2005)
%
44.7
29.7
19.6
6.0
%
53.0
47.0
%
27.9
32.4
18.5
21.2
Owner
Cinemex
Cinepolis
Cinemark
Lumiere
Others
Ecocinemas
Gabal
Source: Canacine 2005
Source: EGM 2005, Canacine 2005
Film
Fantastic Four
Harry Potter and the Goblet of Fire
Star Wars III: Revenge of the Sith
War of the Worlds
Madagascar
Robots
The Chronicles of Narnia
Batman Begins
The Ring 2
King Kong
Gross takings
Peso (mill)
729.7
713.1
603.0
573.3
563.1
551.6
513.2
476.1
435.5
349.3
Source: Canacine 2005
105
Cinema revenue
Peso (mill)
924.4
659.4
133.2
80.1
19.2
12.3
8.7
MEXICO: INTERNET
INTERNET
Source: eMarketer 2007
Typical monthly cost of internet access: US$25
Average minutes spent online per day
(adults with internet access): 172
Source: ZenithOptimedia, 2006 data
Cost of display ads
Type
US$
Banner 468x60
10
Super banner 728x90
12
Sky 120x600
12
Box banner 300x250
12
Pop & layer
18
Source: Media owners
Site
Msn.com
Live.com
Google.com.mx
Hotmail.com
Google.com
Yahoo.com.mx
Passport.com
Microsoft.com
Mercadolibre.com.mx
Yahoo.com
Unique visitors
per month (000's)
7,775
7,627
7,358
6,533
4,599
4,267
4,231
4,222
4,170
3,892
Source: Comscore
Top ten internet
advertisers (2006)
Advertiser
BBVA
Search Advertiser
Carso Group
Mercado Libre
Coca-Cola
Hotbar/Dinamiclogic
Match.com
Movistar
Telcel
Ford
Source: IAB
US$ (000s)
3,000
2,100
2,000
1,300
1,200
1,000
1,000
800
600
600
categories (2006)
Category
Services
Entertainment
Telephony
Financial
Food
Technology
Health & beauty
B2C
Travel
Auto
Source: IAB
106
US$ (000s)
4,398
3,661
3,063
2,003
1,836
1,414
1,071
1,050
991
937
MEXICO: MEDIA REACH/OVERALL
MEDIA REACH
Daily
70.3
Television
Source: Ibope 2006
OVERALL
Top ten overall
advertisers (2006)
Advertiser
Procter & Gamble
Orfeon
Unilever
Organizacion Bimbo
Nestlé
Coca-Cola
Radiomovil Dipsa
Lab Genomma
Colgate Palmolive
Kimberly Clark
categories (2006)
Media expenditure
Peso (mill)
4,726.3
3,861.2
3,646.7
2,860.8
2,513.7
2,426.3
2,294.0
2,281.7
2,156.4
1,691.8
Source: Ibope
Media expenditure
Category
Peso (mill)
Department stores
4,289.9
Audiovisual
4,249.7
4,139.3
TV channels
3,535.2
Banks
3,339.0
Drinks
3,146.0
Toiletries
3,034.6
Civic campaigns
2,914.4
Passenger vehicles
2,841.5
Auto
2,796.1
Source: Ibope
107
PANAMA: ECONOMIC DATA
PANAMA
ECONOMIC DATA
1 US$ =
1.00
2000
2001
2002
Balboa at 2007 rate
2003
2004
2005
2006
2007
Gross Domestic Product (Balboa million)
at current prices
% change
at 2007 prices
% change
11,621 11,808 12,272 12,933 14,179 15,465 17,134 19,740
1.4
1.6
3.9
5.4
9.6
9.1
10.8
15.2
13,805 13,988 14,394 15,108 16,531 17,481 18,970 19,740
-0.1
1.3
2.9
5.0
9.4
5.7
8.5
4.1
Gross Domestic Product per capita (Balboa)
at current prices
at 2007 prices
3,939
4,680
3,923
4,647
4,010
4,704
4,145
4,842
4,459
5,198
4,701
5,313
5,208
5,766
5,910
5,910
at current prices
at 2007 prices
11,621 11,808 12,272 12,933 14,179 15,465 17,134 19,740
13,805 13,988 14,394 15,108 16,531 17,481 18,970 19,740
at current prices
at 2007 prices
3,939
4,680
3,923
4,647
4,010
4,704
4,145
4,842
4,459
5,198
4,701
5,313
5,208
5,766
5,910
5,910
3.0
3.0
3.1
3.1
3.2
3.3
3.3
3.3
84.4
0.3
85.3
1.0
85.6
0.4
85.8
0.2
88.5
3.1
90.3
2.1
100.0
3.1
1.29
1.34
1.52
1.57
1.53
1.60
1.52
18.8
18.3
13.8
13.6
6.3
3.0
16.0
13.7
9.1
-1.5
Population
Millions
2007=100
% change
84.2
1.5
1.49
at current prices
at 2007 prices
-4.0
-5.4
-12.1
-12.4
8.6
7.5
108
PANAMA: ADVERTISING EXPENDITURE
Advertising expenditure in Balboa (mill) at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
134.5
153.0
180.2
173.0
152.0
165.0
196.0
223.0
237.0
275.0
300.0
Newspapers
47.4
52.0
61.7
58.0
50.0
45.0
50.0
50.0
54.0
58.0
62.0
Magazines
0.0
0.0
0.0
0.0
0.0
0.0
9.0
9.0
13.0
15.0
17.0
TV
81.1
94.0
110.0
105.0
95.0
113.0
129.0
154.0
162.0
194.0
211.0
Radio
6.0
7.0
8.5
10.0
7.0
7.0
8.0
10.0
8.0
8.0
10.0
Advertising expenditure in Balboa (mill) at constant
2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
165.1
186.8
217.3
205.5
180.1
193.5
229.0
260.0
267.9
304.5
300.0
Newspapers
58.2
63.5
74.4
68.9
59.2
52.8
58.4
58.3
61.0
64.2
62.0
Magazines
0.0
0.0
0.0
0.0
0.0
0.0
10.5
10.5
14.7
16.6
17.0
TV
99.5
114.7
132.7
124.7
112.5
132.5
150.7
179.5
183.1
214.8
211.0
Radio
7.4
8.5
10.3
11.9
8.3
8.2
9.3
11.7
9.0
8.9
10.0
Source: 1997-2003 Controles de Inversion Publicitaria, 2004-2007 Ibope
Notes:
1. Before discounts
4. Includes 15% agency commission
Alcohol: Every spot must contain a line stating, 'No driving when drinking'. Ads
must not air on television before 1800.
Pharmaceuticals: Ads for medical, hygiene and food products must be approved
by the Health Ministry before airing on television.
109
PANAMA: POPULATION
POPULATION
Land area (km2)
Capital city
Language
Currency
75,990
Panama
Spanish, English
Balboa
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
505
298
267
229
158
104
95
1,656
Female
(000s)
484
287
262
227
160
104
102
1,627
Total
(000s)
990
585
530
456
318
208
197
3,284
Source: Contraloría General de la República de Panamá
Population status
Total
(000s)
920
1,642
722
3,284
AB
C1+C2+C3
D+E
Total
C1+C2+C3 = supervisory/clerical
D = skilled, semi and unskilled manual
E = subsistence/inactive
110
PANAMA: TELEVISION
TELEVISION
Number of households: 704,384
Number of television households: 542,375 (77.0%)
Colour
VCR
Remote control
85%
40%
60%
60%
20%
No TV licence fee
Average
subscription
(PAB)
Cable (analogue)
Cable (digital)
60
75
DTH (analogue)
DTH (digital)
65
85
Main channels
Channel
Non-commercial
Channel 11
Commercial
FE TV
RPC TV 4
Channel 13
Channel Max
Channel 2
*+23
Cable Onda
DirecTV
Mundo
Channel 7
Technical
penetration
(%)
Daily
hours of
transmission
Ad
minutes
per week
77
12
-
77
77
77
77
77
77
60
60
50
50
7
19
19
19
19
24
24
24
24
19
1,415
2,040
1,067
1,962
592
1,057
Source: IBOPE
111
PANAMA: TELEVISION
Cost/audience
Channel
Channel 13
Channel 4
Channel 2
Channel Max
Channel 7
RCM News
Channel FETV
Peak rate
30 sec
(US$)
1,137.5
582.5
1,366.0
421.0
300.0
850.0
120.0
Peak
time
1800-2200
1800-2200
1800-2200
1800-2200
1600-2000
1800-2200
1800-2200
Source: IBOPE
Average CPT: US$ 15.44
Channel
Commercial
Channel 2
Channel 13
Channel 4
Channel Max
Channel 7
Channel 11
TVO
RCM News
Channel FETV
Ad revenue
2007
US$ (mill)
2007
Individuals
Adults
35.0
29.0
13.0
12.0
5.0
2.0
2.0
1.0
1.0
35.0
29.0
13.0
12.0
2.0
2.0
1.0
-
70.1
75.5
26.5
17.9
9.7
11.0
-
Source: IBOPE
112
Peak adult 30 sec peak
audience
adult CPT
(000s)
(US$)
95
12.0
40
14.6
108
12.6
40
10.5
18
16.7
5
170.0
3
40.0
PANAMA: TELEVISION
Top ten television advertisers (2007)
Advertiser
Cable & Wireless
Chacal Department Store
Panama Beer
Nestle reality show
Colgate Palmolive
Nestlé
Superxtra
Farmacias Arrocha
Ricardo Perez
Super 99
TV expenditure
Balboa (000s)
9,164
3,845
3,499
3,201
3,849
3,573
3,257
3,131
2,536
2,420
Source: IBOPE
categories (2006)
Category
Department stores
Mobiles
Supermarkets
Home
Beer
Fast food
Car
Bank
Soft drinks
Credit cards
TV expenditure
Balboa (000s)
12,891
7,015
6,791
4,429
4,106
4,021
3,721
3,704
3,058
2,871
Source: IBOPE
113
PANAMA: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily w=weekly
Title
La Critica (d)
La Prensa (d)
El Siglo (d)
Mi Diario (d)
Dia a Dia (d)
El Panama America (d)
La Estrella de Panama (d)
El Capital Financiero (w)
Circulation
(000s)
55
45
35
30
27
25
12
4
Adult
readership
B/W
B/W
Colour
(000s)
US$
US$
US$
138
1,144
8.3
1,408
113
1,764
15.7
2,268
88
572
6.5
704
75
525
68
616
9.1
880
63
1,050
16.8
1,302
30
504
16.8
567
10
1,008
100.8
1,323
Source: IBOPE
Average CPT (B/W): US$ 13.11
Average CPT (colour): US$ 15.40
Top ten newspaper advertisers (2007)
Advertiser
US$ (000s)
Cable & Wireless
2,350
Cash Investment Inc
1,524
Telefonica
1,353
Panafoto
836
General Bank
819
Credicorp Bank
781
Multitek
717
Cuernava Business
627
Global Bank
557
HSBC Bank
488
Source: IBOPE
Top ten newspaper product categories (2006)
Category
US$ (000s)
Property/construction
4,176
Banking
3,277
Furniture
2,699
Electronics
2,222
Mobile
2,095
Department stores
1,729
Cars
1,521
Insurance
1,440
Credit cards
1,282
Financial
1,145
Source: IBOPE
114
PANAMA: MAGAZINES
MAGAZINES
Magazines
m=monthly bm=bimonthly q=quarterly
Circulation
Title
(000s)
Business
En Exclusiva (q)
10
Estrategia de Negocios (m)
10
Capac (bm)
5
Enlace (m)
2
Apede (bm)
2
Amcham (m)
1
Social
Mundo Social (m)
30
Select (m)
30
Elite (m)
3
General interest
Revista (m)
15
Agenda (bm)
10
Adult
Full page
readership
Colour
(000s)
US $
Adult CPT Full page
Colour
B/W
US$
US$
25
25
13
5
5
3
600
1,400
1,099
683
732
463
24.0
56.0
87.9
136.6
146.4
185.2
500
1,000
430
549
309
75
75
8
1,200
1,140
925
16.0
15.2
123.3
695
38
25
1,600
1,450
42.7
58.0
-
Source: IBOPE
Average CPT (B/W): US$ 49.76
Average CPT (colour): US$ 38.28
Top ten magazine
advertisers (2007)
Advertiser
Cuernava Business
Motta Agency
New Wear Corp.
Motta International
Maduro Import
Ancon Co.
Bienes Raices
Feduro Agency
Ueta Inc
Waked International
Source: IBOPE
Balboa (000s)
426.4
235.0
232.8
220.0
197.0
173.0
169.3
166.1
155.4
153.3
Top ten magazine
Category
Furniture
Clothes
Watches
Cars
Department stores
Credit cards
Hotels
Materials
Jewellery
Source: IBOPE
115
Balboa (000s)
1,487
1,178
634
576
458
428
319
313
308
305
PANAMA: RADIO
RADIO
Costs/audiences
Station
National
RPC Radio
K.W. Continen.
W. Radio
La Exitosa
Omega Stereo
Fabulosa S.
Stereo 89
Circuito X
Main regional
Radio Reforma
Ondas Chiricans
Radio Chiriqui
Innolvidable
Stereo Planet
Original Stereo
Ritmo
Type
Peak
time
Peak rate
(30 sec)
US$
news
news
news
news
music
music
music
music
0530-0900
0530-0900
0530-0900
0530-0900
0600-0900/1600-1800
0600-0900/1600-1800
0600-0900/1600-1800
0600-0900/1600-1800
30.0
28.0
28.0
20.0
8.0
8.0
8.0
8.0
talk
news
news
music
music
music
music
0530-0900
0530-0900
0530-0900
0600-0900/1600-1800
0600-0900/1600-1800
0600-0900/1600-1800
0600-0900/1600-1800
8.5
7.0
7.0
3.5
3.5
3.0
3.0
Source: ZenithOptimedia Group records
116
PANAMA: OUTDOOR/CINEMA
OUTDOOR
Cost per panel
per month* (US$)
1,800
2,400
1,700
8,500
9,750
9,650
1,800
16' x 32' (3-D)
16' x 40' (3-D)
20' x 60' (3-D)
Bus stops (per 50 by fortnight)
Construction (per 25 by fortnight)
School buses (30 for a month)
Airport posters 5' 6" x 42' 9"
* unless otherwise stated
CINEMA
per week: US$350
117
PANAMA: INTERNET/OVERALL
INTERNET
OVERALL
Top ten overall
advertisers (2007)
Advertiser
Cable & Wireless
Nestlé
Chacal
Distribuidora Comercial
Colgate Palmolive
Telefonica
Super Xtra
Ricardo Perez
Arrocha Drug Store
Importadora Ricamar
Media expenditure
US$ (000s)
11,604
7,708
5,080
4,443
3,868
3,805
3,310
3,257
3,226
3,073
Source: IBOPE
categories (2006)
Category
Department stores
Mobiles
Supermarkets
Banking
Furniture
Cars
Home
Electronics
Credit cards
Media expenditure
US$ (000s)
15,047
9,145
7,271
7,254
6,708
6,509
5,700
5,320
4,657
4,472
Source: IBOPE
118
PERU: ECONOMIC DATA
PERU
ECONOMIC DATA
2000
2001
2002
1 US$ = 3.13 Nuevo Soles at 2007 rate
2003
2004
2005
2006
2007
237.8
12.4
250.9
8.5
261.6
10.0
271.6
8.2
305.3
16.7
310.8
14.4
341.3
11.8
341.3
9.8
Gross Domestic Product (Nuevo Soles billion)
at current prices
% change
at 2007 prices
% change
185.4
6.6
211.9
2.8
188.3
1.6
211.0
-0.4
198.9
5.6
222.5
5.5
211.5
6.3
231.3
3.9
Gross Domestic Product per capita (Nuevo Soles 000s)
at current prices
at 2007 prices
7.2
8.3
7.2
8.1
7.6
8.5
7.9
8.7
8.8
9.3
9.6
10.0
11.1
11.3
12.2
12.2
67.6
73.9
76.0
80.2
83.6
86.8
97.6
99.4
109.1
109.1
at current prices
at 2007 prices
59.3
67.8
60.2
67.5
63.6
71.1
at current prices
at 2007 prices
2.3
2.6
2.3
2.6
2.4
2.7
2.5
2.8
2.8
3.0
3.1
3.2
3.5
3.6
3.9
3.9
25.7
26.0
26.3
26.6
27.0
27.3
27.6
27.9
89.2
2.0
89.4
0.1
91.4
2.3
94.8
3.6
96.3
1.7
98.3
2.0
100.0
1.8
0.34
0.33
0.37
0.31
0.32
0.31
0.32
17.6
14.9
-5.6
-8.9
13.6
11.8
14.3
12.0
12.9
11.0
Population
Millions
2007=100
% change
87.5
3.7
0.37
at current prices
at 2007 prices
-12.3
-15.5
-6.6
-8.5
2.5
2.3
119
PERU: ADVERTISING EXPENDITURE
Advertising expenditure in US$ (mill) at current prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
335
294
233
198
184
188
223
215
246
282
332
Newspapers
107
94
75
66
63
60
78
58
60
68
75
Magazines
9
8
6
5
5
5
5
6
6
8
10
TV
165
135
102
85
72
80
101
99
120
136
166
Radio
28
25
25
22
21
21
16
26
30
35
39
Outdoor
26
32
25
20
23
22
23
26
30
35
42
Other
7
9
10
Source: CPI, SME
Notes:
1. After discounts
2. Includes classified to 2003, excludes from 2004
5. Other includes cinema, internet and direct mail to 2006; 2007 figure excludes internet
Tobacco: Banned on TV and radio. Outdoor advertising not allowed near
schools, technical institutes or universities.
Alcohol: Self-regulation of the industry means ads are not shown
before 8pm, except for beer.
Pharmaceutical: OTC only
120
PERU: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
1,280,000
Lima
Spanish
Nuevo Sol
Source: CIA Factbook
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
4,402
2,314
2,021
1,632
1,163
739
789
13,061
Female
(000s)
4,254
2,301
2,078
1,686
1,189
746
838
13,091
Total
(000s)
8,656
4,615
4,099
3,318
2,352
1,484
1,627
26,152
Source: INEI (National Population) - Census 2005
Population by status *
AB
C
D
E
Total
Total
(000s)
2,006
4,572
5,822
3,520
15,920
Source: Apoyo
* Urban Peru
AB = manager/entrepreneur, professional executive
C = middle executive, skilled worker, small retailer
D =semi and unskilled manual
121
PERU: TELEVISION
TELEVISION
Number of television households: 1,794,779 (96%)
Note: Lima only
Colour
VCR
DVD
Remote control
82.0%
31.8%
45.8%
74.0%
36.9%
Source: Apoyo
Main channels
Channel
Commercial
Frecuencia Latina
America TV
Panamericana TV
TNP
Andina de TV
Red Global
Cable Magico Deportes*
Plus TV*
A E Mundo*
AXN*
Azteca 13*
Canal de las Estrellas*
Canal N*
Cartoon Network*
Cinecanal*
CNN Espanol*
Discovery Channel*
Discovery Kids*
Entertainment*
ESPN*
Fox*
Fox Sports*
Music Television*
Nickelodeon*
Sony Entertainment*
The History Channel*
The Warner Channel*
TL Novelas*
TNT*
Universal Channel*
Vision Veinte*
Daily
hours of
transmission
24
24
24
24
24
24
24
24
24
24
24
24
Ad mins
per
week
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
315
276
79
26
93
115
96
56
97
281
47
220
94
179
32
124
262
332
118
765
Source: Ibope Time, CPI
* Cable
122
2,132
1,770
1,308
614
2,105
1,363
764
883
17
84
65
PERU: TELEVISION
Cost/audience
Channel
Frecuencia Latina
América TV
Panamericana TV
TNP
Andina de TV
Red Global
Cable Magico Deportes*
Plus TV*
A E Mundo*
AXN*
Azteca 13*
Canal de las Estrellas*
Canal N*
Cartoon Network*
Cinecanal*
CNN Espanol*
Discovery Channel*
Discovery Kids*
Entertainment*
ESPN*
Fox*
Fox Sports*
Music Television*
Nickelodeon*
Sony Entertainment*
The History Channel*
The Warner Channel*
TL Novelas*
TNT*
Universal Channel*
Vision Veinte*
Peak
time
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
Peak rate
30 sec
US$
1,950
2,133
667
170
1,600
790
370
370
155
155
155
255
280
160
155
155
255
180
155
115
255
255
155
160
255
155
255
255
255
155
200
Peak adult
audience
(000s)
177
299
81
35
242
51
13
7
4
5
1
16
16
12
2
1
4
23
1
2
6
4
2
11
3
3
3
24
13
5
2
Source: Ibope Time
*Cable
Average CPT (all commercial channels): US$11.8
123
30 sec peak
adult CPT
US$
11.0
7.1
8.3
4.9
6.6
15.4
29.3
51.0
40.1
34.2
136.3
16.2
17.5
13.6
69.3
134.4
64.5
7.7
119.0
50.0
44.3
63.4
48.5
14.9
89.6
49.1
85.6
10.6
20.2
34.7
123.7
PERU: TELEVISION
Channel
Commercial
Frecuencia Latina
América TV
Panamericana TV
TNP
Andina de TV
Red Global
Ad revenue
peak time 2007
Individuals
Adults
2007
US$ (000s)
14.0
26.0
9.0
4.0
17.0
6.0
13.0
25.0
10.0
4.0
18.0
5.0
214,893
255,674
134,231
26,003
263,209
54,191
Source: Ibope Time
Programme
Nectar En El Cielo
Senora Del Destino
Magaly Te Ve
Sin Tetas No Hay Paraiso
Isaura La Esclava
Cinema ATV
Noches Superest
ATV Noticias
La Imagen De Tu Vida
Dia
Channel
Canal 02
Canal 09
Canal 09
Canal 09
Canal 09
Canal 09
Canal 02
Canal 09
Canal 04
Canal 09
Source: Ibope Time
124
Adult
TVR
8.8
7.8
7.8
7.1
7.1
6.8
6.8
6.7
6.6
6.6
PERU: TELEVISION
Top ten television
advertisers (2007)
Top ten television
categories (2007)
TV expenditure
Advertiser
US$ (mill)
Alicorp
69.1
Procter & Gamble
63.2
America Movil
43.5
Telefonica Moviles
42.0
Sab Miller
33.1
Coca-Cola
32.6
Nestlé
30.1
Grupo Gloria
29.6
Ajeper
29.2
Unilever
23.7
Category
Telecommunications
Beer
Personal care
Detergent
Financial institutions
Soft drinks
Milk
Electronic media
Sweets
Dental care
Source: Ibope Time
Source: Ibope Time
Top television
owners (2007)
Top television
sales houses (2007)
Owner
Andina de TV
America TV
Frecuencia Latina
Panamericana TV
Red Global
TNP
Source: Ibope Time
TV revenue
US$ (mill)
263.2
255.7
214.9
134.2
54.2
26.0
Sales house
Andina de TV
America TV
Frecuencia Latina
Panamericana TV
Red Global
TNP
Source: Ibope Time
125
TV expenditure
US$ (mill)
106.3
51.3
51.0
38.1
35.1
27.1
24.2
23.4
20.7
20.1
TV revenue
US$ (mill)
263.2
255.7
214.9
134.2
54.2
26.0
PERU: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Dailies
Aja
Correo
El Bocon
El Comercio
El Peruano
El Popular
Expreso
Gestion
La Republica
Libero
Ojo
Peru 21
Todo Sport
Trome
Adult
(000s)
(000s)
197
147
113
199
40
181
60
10
129
214
170
81
60
213
275
283
209
646
268
31
119
150
481
322
1,236
Full page
B/W
US$
Adult CPT
B/W
US$
Full page
Colour
US$
4,800
5,946
3,360
15,105
3,832
6,966
9,870
4,613
5,892
2,545
5,946
2,367
1,920
4,061
17.5
21.0
16.1
23.4
26.0
147.0
49.5
17.0
12.4
7.4
3.3
6,000
5,946
4,200
18,881
6,514
7,740
15,627
5,767
9,064
2,828
8,919
2,959
3,072
6,247
Source: Agency records (with average market rates), Kantar Media (newspaper readership)
Top ten newspaper
advertisers (2006)
categories (2006)
Advertiser
US$ (mill)
Saga Falabella
5.3
Tiendas Por Dptos Ripley
5.1
3.8
America Movil Peru
Telefonica Moviles
2.7
E Wong
2.7
Hipermercados Metro
2.3
Pontificia Univ Catolica
2.1
CIA Latinoameric Rdf
2.0
Compania Peruana Rdf
1.9
Banco Nacion
1.8
Category
US$ (mill)
Department stores
12.4
10.8
Electronic media
Universities
10.4
Telecommunications
9.1
Government
8.9
Financial
6.0
Further education
5.2
Supermarkets
5.1
Auto
4.6
Credit cards
3.4
Source: Ibope Time
Source: Ibope Time
126
PERU: NEWSPAPERS
Top ten newspaper
owners (2007)
Top newspaper
sales houses (2007)
Newspaper revenue
Owner/sales house
US$ (mill)
El Comercio
106.4
El Peruano
20.6
Trome
18.0
Expreso
7.8
Peru 21
5.5
Correo
4.6
La Republica
3.7
Ojo
3.1
Gestion
2.9
AJA
2.0
Newspaper revenue
Sales house
US$ (mill)
Grupo El Comercio
132.7
Empresa Peruana
20.6
Epensa
11.1
Editora Sindesa
8.3
Grupo La Republica
5.9
Montecristo Editores
4.4
Editora La Primera
0.6
Source: Ibope Time
Average CPT (b&w): US$15.3
127
Source: Ibope Time
PERU: MAGAZINES
MAGAZINES
Magazines
Title
Weeklies
Somos
Caretas
Ellos Y Ellas (Caretas)
Magaly Teve
El Grafico Peru
Semana Economica
Fortnightlies
PC World Perú
Vanidades
Supl-Madres (Vanidades)
Cosas
Suplemento Casas (Cosas)
Suplemento Padres (Cosas)
Ruedas Y Tuercas
Monthlies
Cable TV
Gisela
Buenhogar
Buenhogar-supl Madres 2007
Caras
National Geographic
Para Ti
Cosmopolitan
Supl Madres (Cosmopolitan)
Mecanica Popular
PC Magazine
TU
Gente
El Mundo Del Automovil
Selecciones
Etiqueta Negra
Other
Supp. Del Diario Trome
Supp. Del Diario El Comercio
Supp. Del Diario Aja
Supp. Del Diario El Popular
Supp. Del Diario Ojo
Supp. Del Diario Correo
Supp. Del Diario La Republica
Supp. Del Diario Peru 21
Supp. Del Diario Expreso
Supp. Del Diario El Peruano
Supp. Del Diario Gestion
Automas
Business
Viceversa
Encarte
Supp. Del Diario La Razon
Circulation
(000s)
Adult
Full page Adult CPT
readership Colour
Colour
(000s)
US$
US$
125
30
30
30
30
5
984
94
43
-
4,287
3,526
3,526
3,000
2,800
3,221
4
32
65
-
130
27
27
20
20
20
20
39
77
77
88
88
88
22
2,384
3,500
3,500
3,494
1,897
1,987
2,174
62
46
46
40
23
23
98
95
30
23
23
20
20
20
19
19
13
13
12
-
594
90
18
18
42
9
31
31
3
1
12
30
1,700
2,800
2,700
2,700
3,700
2,500
3,600
2,200
2,200
1,800
2,500
1,600
3,000
2,400
3,600
4,500
3
31
149
149
59
389
71
71
688
1714
139
148
213
199
197
181
170
147
129
81
60
40
10
-
1236
795
275
268
481
67
69
150
31
-
46,313
27,930
3,000
1,500
7,500
4,046
10,350
24,450
9,090
4,016
3,617
4,500
3,400
2,500
4,000
37
35
11
6
16
61
149
163
115
-
128
PERU: MAGAZINES
Magazines cont.
Title
Supp. Del Diario Extra
Supp. Del Diario La Primera
Circulation
(000s)
-
Adult
Full page Adult CPT
readership Colour
Colour
(000s)
US$
US$
9,090
2,000
-
Top ten magazine
advertisers (2007)
categories (2007)
Advertiser
US$ (000s)
Saga Falabella
2,802
Tiendas Por Dptos Ripley
2,301
America Movil
965
Nestlé
734
Importaciones Hiraoka
673
Belcorp
637
Telefonica
566
Unilever
554
UCP Backus & Johnston
546
Banco De Credito Del Peru
498
Category
US$ (000s)
Retail
5,292
Universities
2,348
Automoviles
2,189
Telecommunications
1,968
Electronic media
1,672
1,414
Hardware
1,197
Cosmetics
1,012
Household appliances
919
Shampoo
852
Source: Ibope Time
Source: Ibope Time
Top ten magazine
owners (2007)
Top ten magazine
sales houses (2007)
Magazine revenue
Owner
US$ (mill)
Somos
8.5
Suplementos Del Diario El Com
8.4
Cosas
4.8
Caretas
4.5
Semana Economica
2.2
Cable TV
2.1
Magaly Teve
1.9
Vanidades
1.9
Ellos Y Ellas (Caretas)
1.5
Gisela
1.3
Owner
Grupo El Comercio
Editorial Novolexis
Editorial Letras E Imagenes
Televisa
Apoya
Media Network
Editorial Sindesa
Grupo La República
La Nueva Gente
Epensa
Source: Ibope Time
Source: Ibope Time
Average CPT (colour): US$32.2
129
Magazine revenue
US$ (mill)
19.5
6.0
5.9
3.0
2.2
2.1
1.2
0.8
0.3
0.2
PERU:RADIO
RADIO
Source: CPI
Number of commercial radio stations: 1,028 (national)/ 74 (Lima)
Source: CPI
Source: CPI
Costs/audiences
Station
National
R.P.P. (FM/AM)
Panamericana (FM/AM)
Nueva Q FM (FM)
Moda (FM)
La Inolvidable (FM/AM)
Ritmo Romantica (FM)
Felicidad (FM/AM)
La Mega 94.3 (FM)
Studio 92 (FM)
Radiomix (FM)
Z Rock & Pop (FM)
Onda Cero (FM)
C.P.N. (FM/AM)
Main regional Lima
R.P.P. (FM/AM)
Nueva Q FM (FM)
Panamericana (FM/AM)
Moda (FM)
La Mega 94.3 (FM)
Felicidad (FM/AM)
Radiomar Plus (FM/AM)
La Inolvidable (FM/AM)
Onda Cero (FM)
Okey (FM)
Ritmo Romantica (FM)
Corazon (FM)
Oxigeno (FM)
Studio 92 (FM)
N (FM)
Radiomix (FM)
Z Rock & Pop (FM)
C.P.N. (FM/AM)
Planeta (FM)
Viva FM (FM)
Inca (AM)
Type
Peak
time
Peak rate
(30 sec)
US$
news
music
music
music
music
music
music
music
music
music
music
music
music
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
493
135
63
178
137
122
285
285
285
68
63
45
90
370
207
194
153
119
99
98
74
68
62
49
39
28
1.3
0.7
0.3
1.2
1.2
1.2
2.9
3.9
4.2
1.1
1.3
1.2
3.2
news
music
music
music
music
music
music
music
music
music
music
music
music
music
music
music
music
news
music
music
music
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
0600-2400
493
63
90
108
285
285
97
93
30
90
63
285
263
285
63
45
42
90
63
75
18
136
112
86
79
69
64
60
56
54
50
43
40
33
30
28
25
22
21
20
13
11
3.6
0.6
1.0
1.4
4.1
4.5
1.6
1.7
0.6
1.8
1.5
7.1
8.0
9.5
2.3
1.8
1.9
4.3
3.2
5.8
1.6
Source: Ibope Time, CPI (radio audience)
Average CPT (all commercial stations): US$2.0
130
audience
adult CPT
(000s)
US$
PERU: RADIO
categories (2007)
Top ten radio
advertisers (2007)
Radio expenditure
Category
US$ (mill)
Telecommunications
7.7
Electronic media
4.0
Beer
3.1
Universities
2.4
2.4
Public events
1.8
Government campaigns
1.7
Press
1.7
Higher education
1.5
Drugstores
1.3
Radio expenditure
Advertiser
US$ (mill)
America Movil Peru
3.0
Telefonica Moviles
3.0
Sab Miller
2.7
Banco de Credito Del Peru
1.2
Telefonica
1.1
Cia Latinoameric Radiodif.
1.0
Nestlé
0.9
Ajeper
0.9
El Comercio
0.9
Telefonica Multimedia
0.8
Source: Ibope Time
Source: Ibope Time
Top ten radio
owners (2007)
Top radio
sales houses (2007)
Owner
RPP FM
Moda FM
Mar Plus FM
La Inolvidable FM
Panamericana FM
Felicidad FM
Studio 92 FM
Ritmo Romántica FM
Planeta FM
Okey FM
Radio revenue
US$ (mill)
9.3
8.5
6.6
4.4
3.6
3.6
3.3
3.1
2.4
2.3
Owner
CRP
Grupo RPP
Grupo Panamericana
Okey
Grupo Z
CPN
Source: Ibope Time
Source: Ibope Time
131
Radio revenue
US$ (000s)
28,509
21,400
3,794
3,613
895
295
PERU: OUTDOOR
OUTDOOR
Number of
sites
2,177
360
1,573
1,590
658
1,731
75
76
Size/type
Cabins
Minipolestars
Trowels
Panels
Paneletas
Whereabouts
Posts
Clocks
Cost per panel
per month (US$)
250
1,000
300
2,300
300
300
250
750
Source: Sapex
Top ten outdoor
advertisers (2007)
Advertiser
Movistar
Claro
Telefonica
Saga Falabella
Coca-Cola
Ripley
CMR Falabella
Cristal
Metro
ACE Home Center
Top outdoor
Outdoor expenditure
US$ (000s)
1,521
1,436
1,024
965
845
807
616
556
554
526
Source: Sapex
Main outdoor
contractors (2006)
Contractor
Punto Visual
F&G Publicitarios
Telefonica
Publivia
Best Spot
Publimovil
Petty
Pulser
Avisos Luminosos
Outdoor revenue
US$ (000s)
14,627
13,556
3,997
1,723
1,624
1,523
1,137
999
524
505
Source: Sapex
132
Outdoor expenditure
Category
US$ (000s)
Telecommunications
4,675
Retail
4,599
Financial services
3,465
Non-alcoholic beverages
3,243
Alcoholic beverages
2,300
Personal care
2,261
Education
1,625
Sweets
1,368
Automobiles
880
Source: Sapex
PERU: CINEMA
CINEMA
Source: Cine Spot
per week: US$ 351
Source: Cine Spot
Source: Cine Spot
Trend in admissions
2002
2003
2004
2005
2006
2007
Admissions
(mill)
8.4
8.6
9.4
9.1
11.3
12.5
Source: Cine Spot
Top ten cinema
owners (2007)
Owner
Cinemark Jockey Plaza
Cinemark Mega Plaza
UVK Larcomar
Cinemark Plaza Lima Sur
Cinemark San Miguel
Star Sur
Star Metro San Juan L
UVK Caminos del Inca
Cinerama El Pacifico
Cines Plaza Jesus Maria
Top cinema
sales houses (2007)
Revenue
US$ (000s)
1,344
1,310
1,051
819
818
803
726
634
559
556
Source: Cine Spot
133
Sales house
Cinemark
Star
UVK
Cinerama
Cines Plaza
Source: Cine Spot
Revenue
US$ (000s)
4,292
3,816
2,971
857
4,032
PERU: INTERNET
INTERNET
Adult population with internet access: 4,059,400 (23.2%)
Typical monthly cost of internet access: US$ 35
internet access): 120+
Number of visitors
Site
per month
hotmail.com
931
google.com
649
MSN.com
400
yahoo.com
344
latinchat.com
101
terra.com.pe
93
claro.com.pe
77
HI5.com
65
sunat.gob.pe
61
elcomercioperu.com.pe
60
Source: CPI 2005
Cost of display ads
Type
Banner
Pop-up
Streaming video
Typical CPT
US$
10.5
7.5
15.0
134
PERU: MEDIA REACH/OVERALL
MEDIA REACH
Weekly
87.7
77.8
21.9
96.5
Television
Newspapers
Magazines
Radio
Source: CPI, Potential Reach
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
US$ (mill)
Alicorp S.A.
70.5
Procter & Gamble
63.9
America Movil Peru
56.3
Telefonica Moviles
51.9
Sab Miller
40.1
Nestlé
35.6
Coca-Cola
33.1
Grupo Gloria
31.7
Ajeper
30.2
Unilever
24.9
Media expenditure
Category
US$ (mill)
Telecommunications
139.5
Beer
59.4
Shampoo
52.6
48.0
Electronics Media
44.0
Detergents
38.6
Retail
34.4
Direct Sale
28.3
Non-alcoholic beverages
28.3
Milk
26.8
Source: Ibope Time
Source: Ibope Time
Top ten media
owners (2007)
Top ten
sales houses (2007)
Owner
ATV
America TV
Frecuencia Latina
Panamericana
El Comercio
Red Global
TV Peru
El Peruano
Trome
Vision Veinte
Media revenue
US$ (mill)
263.2
255.7
214.9
134.2
106.4
54.2
26.0
20.6
18.0
14.7
Source: Ibope Time
Sales house
ATV
America TV
Frecuencia Latina
Grupo El Comercio
Panamericana
Cable
Red Global
CRP
TV Peru
Grupo RPP
Source: Ibope Time
135
Media revenue
US$ (mill)
263.2
255.7
214.9
152.2
134.2
65.2
54.2
28.5
26.0
21.4
PUERTO RICO: ECONOMIC DATA
PUERTO RICO
ECONOMIC DATA
2000
2001
2002
2003
2004
2005
2006
2007
at current prices
% change
at 2007 prices
% change
61,702 69,208 71,624 74,834 78,842 91,742 103,606 108,989
6.7
12.2
3.5
4.5
5.4
16.4
12.9
5.2
112,668 116,796 115,637 111,822 108,163 110,867 110,313 108,989
0.3
3.7
-1.0
-3.3
-3.3
2.5
-0.5
-1.2
at current prices
at 2007 prices
16,195
29,572
18,023
30,416
18,507
29,880
19,287
28,820
20,216
27,734
23,404
28,283
26,217
27,914
27,356
27,356
3.8
3.8
3.9
3.9
3.9
3.9
4.0
4.0
59.3
8.2
61.9
4.5
66.9
8.0
72.9
8.9
82.7
13.5
93.9
13.5
100.0
6.5
2.61
2.56
2.49
2.42
1.99
1.70
1.60
1.2
-3.2
1.9
-5.7
2.5
-5.9
-4.6
-15.9
-3.2
-14.7
-1.1
-7.1
Population
Millions
2007=100
% change
54.8
6.4
2.65
at current prices
at 2007 prices
4.8
-1.5
10.5
2.1
136
PUERTO RICO: ADVERTISING EXPENDITURE
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
1,263
1,372
1,563
1,638
1,810
1,831
1,865
1,911
1,824
1,765
1,746
Newspapers
416
462
500
489
478
508
549
572
568
562
555
Magazines
31
32
38
46
48
51
56
60
51
58
65
TV
697
754
896
978
1,119
1,104
1,109
1,122
1,037
968
954
108
3
8
114
3
7
116
4
9
0.4
111
4
9
0.6
118
11
35
0.7
119
11
38
0.9
100
10
40
1.2
116
8
32
1.4
120
9
38
1.4
122
9
45
1.5
116
8
46
1.8
Advertising expenditure in US$ million at constant 2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
2,072
2,817
3,036
2,990
3,054
2,956
2,787
2,622
2,205
1,880
1,746
Newspapers
682
949
970
893
807
820
820
785
686
598
555
Magazines
51
66
74
84
81
82
84
82
62
62
65
TV
1,144
1,548
1,740
1,786
1,888
1,782
1,657
1,539
1,253
1,031
954
177
5
13
234
6
14
226
8
17
0.8
203
7
16
1.1
199
19
59
1.2
192
17
61
1.5
149
15
60
1.8
159
11
44
1.9
145
11
46
1.7
130
9
48
1.6
116
8
46
1.8
Source: AdTrac, Mediafax
Notes:
1. Before discounts
2. Includes agency commission (15%-20%)
3. Includes classified advertising
Tobacco: Regulated by the FDA, as in the USA
Alcohol: TV ads only allowed in prime time
Pharmaceutical: Regulated by the FDA, as in the USA
Children's: Commercial time limited by show and regulated by FCC, as in the USA
Political: Regulated by the FCC, as in the USA
137
PUERTO RICO: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
8,959
San Juan
Spanish
US$
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
410
213
253
150
206
302
220
1,754
Female
(000s)
615
207
271
180
226
356
277
2,132
Total
(000s)
1,025
420
524
330
432
658
497
3,886
Female
(000s)
148
150
186
499
714
1,697
Total
(000s)
309
300
333
1,030
1,256
3,228
Source: TGI
Adult status (18+)
AB
C1
C2
D
E
Total
Male
(000s)
161
150
147
531
542
1,531
Source: TGI
C1 = supervisory/clerical
C2 = skilled manual
D = semi and unskilled manual
138
PUERTO RICO: TELEVISION
TELEVISION
Colour
VCR
DVD
Multiset
Remote control
Cable (pass)
Digital terrestrial television
99%
48%
50%
75%
85%
42%
28%
31%
20%
20%
20%
Source: Mediafax
No TV licence fee
Average
subscription
(US$)
50
50
48
48
Cable (analogue)
Cable (digital)
DTH (analogue)
DTH (digital)
Source: Medianet
Main channels
Channel
Non-commercial
Channel 6
Commercial
Channel 2
Channel 4
Channel 11
Channel 7
One Link Cable
Cable Access
Direct TV
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
90
18
-
96
89
94
80
34
34
15
24
24
24
20
24
24
24
2,688
2,352
1,680
1,680
5,712
5,376
6,048
Source: Medianet 2006
139
Cost/audience
Channel
Channel 2
Channel 4
Channel 7
Channel 11
Channel 13
Channel 24
Channel 30
Channel 32
Peak rate
30 sec
(US$)
2,500
3,000
300
3,500
300
300
300
300
Peak adult
audience
(000s)
226
180
25
320
25
25
25
20
30 sec peak
adult CPT
(US$)
11.1
16.7
12.0
10.9
12.0
12.0
12.0
15.0
Source: Medianet
Average CPT: US$12.41
Channel
Commercial
Channel 2
Channel 4
Channel 11
Ad revenue
2007
Individuals
Adults
22
20
35
2007
US$ (mill)
23
22
35
75
53
76
Source: Medianet
Programme
Que Suerte
Super Xclusivo
Sabado Gigante
Veredicto Final
Las Tontas no van al cielo
Victoria
Al Diablo con los Guapos
Cristina
Don Francisco presenta
Noticentro
Channel
Channel 11
Channel 4
Channel 11
Channel 11
Channel 11
Channel 2
Channel 11
Channel 11
Channel 11
Channel 4
Source: Mediafax
140
Adult
TVR
31
25
23
22
21
20
19
18
18
18
Top ten television
advertisers (2007)
Advertiser
Procter & Gamble
Sears
Walgreens
Toyota
Caribbean Rest
Suncom
Banco Popular
Pfizer
Glaxo
Colgate
categories (2007)
TV expenditure
US$ (000s)
34,563
22,999
21,661
18,244
17,112
16,692
14,180
13,257
12,993
12,634
Source: Adtrac
TV expenditure
Category
US$ (000s)
Services & institutions
529,487
Retail
341,628
Media, travel & entertainment
292,595
Auto
152,363
139,615
Health/beauty
Alcohol & tobacco
80,770
General merchandise
37,459
Household products
27,144
Food
12,381
Clothing
2,566
Source: Adtrac
Top ten television
sales houses (2007)
Sales House
Badillo Nazca
Mediaedge
Kairos
Mind share
De La Cruz
MediaHound
OWD
Mediacom
Euro
Draft FCB
TV revenue
US$ (000s)
86,051
78,294
70,988
69,275
66,123
62,068
59,185
47,239
44,192
41,330
Source: Adtrac
141
PUERTO RICO: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily w=weekly F=Free
N=National R=Regional
Title
El Nuevo Dia (d, N)
El Vocero (d, N)
Primera Hora (d, N)
La Estrella (w, R, F)
La Perla del Sur (w, R, F)
La Semana (w, R, F)
Vision (w, R, F)
Todo Carolina (w, R, F)
El Oriental (w, R, F)
La Opinion (w, R, F)
La Opinion Sur (w, R, F)
El Todo (w, R, F)
El Norte (w, R, F)
El Horizonte (w, R, F)
Reg Guayama (w, R, F)
Caribbean Business (w, N)
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
200
1,100
6,500
5.9
8,500
140
620
5,500
8.9
7,300
135
656
4,500
6.9
6,000
114
454
3,869
8.5
5,069
66
263
1,716
6.5
2,241
66
263
1,560
5.9
2,335
53
213
1,872
8.8
2,522
50
200
1,560
7.8
2,010
50
198
1,404
7.1
1,904
50
198
1,404
7.1
1,904
50
198
1,404
7.1
1,904
46
184
1,404
7.6
1,904
46
184
1,716
9.3
2,316
43
172
1,716
10.0
2,316
40
159
1,404
8.8
1,904
45
228
6,630
29.1
8,030
Source: ZenithOptimedia
Average CPT (B/W): US$8.34
142
PUERTO RICO: NEWSPAPERS
Top ten newspaper
advertisers (2007)
categories (2007)
Advertiser
US$ (000s)
Sears
14,000
JCPenney
5,800
Banco Popular
5,400
Pitusa
8,000
Seguros de Salud
4,800
KFC
4,300
Suncom
5,600
Santander
3,400
ATT
3,400
Centenial
3,300
Category
US$ (000s)
245,514
Retail
137,625
Auto
72,402
64,853
General merchandise
11,055
Health/beauty
10,265
Clothing
5,232
Alcohol & tobacco
5,016
Household products
554
Food
182
Source: Adtrac
Source: Adtrac
Top newspaper
owners (2007)
Top ten newspaper
sales houses (2007)
Owner
El Nuevo Dia - Antonio L Ferre
Primera Hora - Antonio L Ferre
El Vocero - Gaspar Roca
Caribbean Business - Manuel Casiano
La Estrella - Narciso Pete Curras
La Semana - Gery Angulo
La Perla - Juan Nogeras
Source: Adtrac
Sales house
De La Cruz
Badillo
Mediaedge
Mediahound
JWT
Euro
Arco
Kairos
BBDO
Tere Suarez
Source: Adtrac
143
Newspaper revenue
US$ (000s)
29,708
25,655
20,460
16,137
15,893
14,098
12,174
10,779
9,165
8,828
PUERTO RICO: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
bm=bi-monthly
Circulation
Title
(000s)
TV guides
TV Guia (w)
132
Vea (w)
92
Women's
Imagen (m)
70
Vanidades (bm)
70
Caras (m)
65
Buena Vida (m)
63
Buen Hoger (m)
47
Agenda para Mama (y)
40
Agenda de Novias (y)
40
Cosmopolitan (m)
37
Metro (m)
20
San Juan City (m)
20
Modo de Vida (m)
20
Harpers Bazaar (m)
12
Home design
Agenda decoracion
40
Ideas
34
Men's
Maxim
25
Escape
25
Mecanica Popular
22
Men's Health
14
Teenage
Tu
52
X-presion
40
Tourism
Que Pasa
Business
Business PR
25
Comercio Prod
10
Adult
readership Colour
Colour
B/W
(000s)
US$
US$
US$
470
460
1,650
1,685
3.5
3.7
980
1,105
350
518
120
305
292
960
960
248
80
80
80
60
9,369
5,880
6,300
7,156
5,775
9,221
9,850
4,620
2,850
2,850
2,850
2,625
26.8
11.4
52.5
23.5
19.8
9.6
10.3
18.6
35.6
35.6
35.6
43.8
6,503
4,410
4,725
4,989
4,331
6,394
9,837
3,465
2,000
2,000
2,000
1,969
960
231
9,850
2,000
10.3
8.7
-
125
140
148
14
2,625
5,600
2,625
2,625
21.0
40.0
17.8
187.5
-
291
100
3,150
4,500
10.8
45.0
-
100
3,327
33.3
-
20
20
3,600
2,645
180.0
132.3
-
Average CPT (Colour): US$16.16
144
PUERTO RICO: MAGAZINES
Top ten magazine
advertisers (2007)
categories (2007)
Advertiser
US$ (000s)
Procter & Gamble
2,507
Johnson & Johnson
1,427
Pfizer
1,178
JCPenney
896
Glaxo
736
Kellogg's
669
Unilever
587
Sears
435
Chrysler
356
Walgreens
305
Category
US$ (000s)
Health/beauty
15,677
Retail
13,889
13,821
6,577
Alcohol & tobacco
4,513
Clothing
3,616
Auto
2,450
General merchandise
1,589
Food
774
Household products
623
Source: Adtrac
Source: Adtrac
Top magazine
owners (2007)
Top ten magazine
sales houses (2007)
Owner
Imagen - Manuel Casiano
Buena Vida - Manuel Casiano
Caras - Editorial Televisa
Cosmopolitan - Editorial Televisa
Vea - Gerardo Angulo
TV Guia - Gerardo Angulo
Vanidades - Editorial Televisa
Buenhogar - Editorial Televisa
Source: Medianet
Sales house
Leo Burnett
Universal McCann
Mediahound
JWT
Kairos
BBDO
Mediaedge
JMD
De La Cruz
Badillo
Source: Adtrac
145
Magazine revenue
US$ (000s)
4,229
2,688
2,365
2,152
1,931
1,685
1,171
1,111
980
974
PUERTO RICO: RADIO
RADIO
Source: Arbitron
Source: Arbitron
Source: Arbitron
Costs/audiences
Station
National
Salsoul Combo
KQ 105
Notiuno Netwok
Radio Reloj
Z Combo
Fidelity Net
Mega Combo
Onda Combo
Estereotempo
Cadena Radio PR
La X
Main Regional
WPRM-FM
WKAQ-AM
WCMN-AM
WZNT-FM
WRIO-FM
WIVA-FM
WZAR-FM
Type
Peak
time
Peak rate
(30 sec)
(US$)
music
music
news
news
music
music
music
news
music
0600-0900
1000-1500
0600-0900
0600-0900
1000-1500
0600-0900
0600-0900
0600-0900
0600-0900
0600-0900
0600-0900
370
185
200
175
140
200
125
130
200
130
152
129
62
56
56
53
49
36
36
36
32
32
2.9
3.0
3.6
3.1
2.6
4.1
3.5
3.6
5.6
4.1
4.8
music
news
news
music
music
music
music
0600-0900
0600-0900
0600-0900
0600-0900
0600-0900
0600-0900
1000-1500
295
125
20
30
65
85
40
102
55
18
27
20
36
19
2.9
2.3
1.1
1.1
3.3
2.4
2.1
Source: Arbitron
Average CPT: US$3.13
146
audience
adult CPT
(000s)
(US$)
PUERTO RICO: RADIO
Top ten radio
advertisers (2007)
categories (2007)
Radio expenditure
Advertiser
US$ (000s)
Caribbean restaurants
1,576
El Nuevo Dia
1,100
Sears
844
Banco Popular
790
Goya
721
JC Pennys
707
Coors Brewing
670
Colgate
663
Walgrens
609
Suncom
576
Radio expenditure
Category
US$ (000s)
41,400
Retail
27,200
18,400
Auto
16,400
Health/beauty
7,000
Clothing
3,300
Alcohol & tobacco
2,600
General merchandise
1,400
Household products
200
Food
100
Source: Adtrac
Source: Adtrac
Top radio
owners (2007)
Top ten radio
sales houses (2007)
Owner
Spanish Broadcasting Systems
Uno Radio Group
Bestov Broadcasting
Univicion Radio
Media Power Group
Source: Medianet
Sales house
De La Cruz
Mediahound
Mediaedge
Badillo
BBDO
JWT
Draft FCB
Euro
Kairos
Mediacom
Source: Adtrac
147
Radio revenue
US$ (000s)
4,857
4,802
3,734
3,536
2,925
2,689
2,037
2,002
1,824
1,110
PUERTO RICO: OUTDOOR
OUTDOOR
Cost per panel
per month (US$)
510
450
320
45
115
6,000
2,300
3,330
320
16,500
4,200
598*
Bus shelters SJ (49” x 69”)
Bus shelters ponce (49” x 69”)
Bus panels - sides ( 144” x 30”)
Bus posters - inside (22” x 21”)
Taxi tops - 1 side (13” x 45”)
Mobile boards (17’ x 12’)
Airport dioramas (43” x 62”)
Airport dioramas (43” x 96”)
Phone booths (43” x 21”)
Mesh banner (38’ x 80’)
Bus wraps (40’)
Aerial signs (20’ x 50’)
Source: Medianet
*per hour
Top outdoor
advertisers (2007)
Top outdoor product
categories (2007)
Advertiser
Banco Popular
Toyota
Univisión
Oriental
RG Banks
Coors Light
Budweiser
Category
Banks
Auto
Beer/alcoholic beverages
Retail
Media
Telecommunications
Fast food
Source: Medianet
Source: Medianet
Top outdoor
contractors (2007)
Contractor
Viu Media
Bus Shelter Interamericana
Viacom Media
Sistemas Urbanos
Tactical Media
Source: Medianet
148
PUERTO RICO: CINEMA
CINEMA
Source: Medianet
per week: US$150
Source: Medianet
Average CPT: US$100
% of screens used in typical
Source: Medianet
Trend in admissions
2002
2003
2004
2005
2006
Gross takings
US$ (mill)
8.0
8.0
9.0
9.5
10.0
Admissions
(mill)
200
250
300
280
265
Source: Medianet
Age
16-24
25-34
35-49
50+
Sex
Male
Female
Class
Low
Middle
High
%
40
30
20
10
%
40
60
%
40
50
10
Source: Medianet
149
PUERTO RICO: CINEMA
Top ten cinema
advertisers (2007)
Top cinema
Advertiser
Burger King
Subway
Harris Paints
Toyota
Banco Popular
Pepsi Cola
Coca-Cola
Ponderosa
Rooms to Go
Kress
Category
Fast food
Banks
Furniture
Women's clothing
Kitchen furniture
Auo
Source: Medianet
Top ten cinema
sales houses (2007)
Top cinema
owners (2007)
Sales house
Mediaedge
Badillo
JWT
De La Cruz
Mediahound
BBDO
Mediacom
Kairos
Euro
Draft FCB
Owner
Sono
Caribean Cinemas
Source: Medianet
Source: Medianet
150
PUERTO RICO: INTERNET
INTERNET
Homes with internet connection: 420,000 (29.5%)
Adult internet users with home broadband: 400,000 (33.3%)
internet access):
Total: 120
At home: 60
At work: 60
Cost of display ads
Top search keywords
Type
(US$)
Banner home page
4,050
Mini banner home page
3,450
Box botton
3,160
Skyscrapers home page
3,750
Sponsorship home page
1,500
Content links home page
2,250
Floating ads home page
575
Source: Medianet
Age
16-24
25-34
35-54
55-64
Sex
Male
Female
Class
Low
Middle
High
%
35
30
25
10
%
45
55
%
20
50
30
Source: Medianet
151
Keyword
Google
Yahoo
Terra
Source: Medianet
PUERTO RICO: INTERNET
Top ten internet
sites (2007)
Top ten internet
owners (2007)
Site
Zonai
Endi.com
Clasificados on line
Ad Notas
Wapa.tv
Vocero.com
Primerahora.com
Bancopopular.com
Tiketpop
Gobierno.com
Owner
Zonai
Endi.com
PR Wow
Ad Notas
Wapa.tv
Vocero.com
Primerahora.com
Bancopopular.com
Tiketpop
Telemundo.com
Source: Medianet
Source: Medianet
Top ten internet
advertisers (2007)
Top internet product
categories (2007)
Advertiser
Dell Computer
Seguros Múltiples
Mitsubishi
Universia
BBVA
Doral Bank
RG Mortgage
Nissan
Infinity Laser
Toyota
Category
Banks
Transport
Telecommunications
Retail
Education
Source: Zonai
Source: Zonai
152
PUERTO RICO: MEDIA REACH/OVERALL
MEDIA REACH
Conventional television
Online video
Mobile television
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Monthly
98
50
2
68
45
99
99
35
30
Source: Medianet
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
US$ (000s)
Procter & Gamble
34,563
Sears
22,999
Walgreens
21,661
Toyota
18,244
Caribbean Restaurants
17,112
SunCom
16,692
Banco Popular
14,180
Pfizer
13,257
Glaxo
12,993
Colgate
12,634
Media expenditure
Category
US$ (000s)
529,487
Retail
341,628
292,595
Auto
152,363
Health/beauty
139,615
Alcohol & tobacco
80,770
General merchandise
37,459
Household products
27,144
Food
12,381
Clothing
2,566
Source: Adtrac
Source: Adtrac
Top ten media
owners (2007)
Top ten
sales houses (2007)
Owner
Channel 2
Channel 4
Channel 11
El Nuevo Dia - Antonio L Ferre
Primera Hora - Antonio L Ferre
El Vocero - Gaspar Roca
Caribbean Business - Manuel Casiano
La Estrella - Narciso Pete Curras
La Semana - Gery Angulo
La Perla - Juan Nogeras
Sales house
Badillo Nazca
Mediaedge
JWT
De La cruz
Mediahound
BBDO
Mediacom
Kairos
Euro
Draft FCB
Source: Medianet
Source: Medianet
153
Media revenue
US$ (000s)
86,486
80,243
69,511
66,574
62,268
59,237
47,210
45,954
44,726
41,621
USA: ECONOMIC DATA
USA
ECONOMIC DATA
2000
2001
2002
2003
2004
2005
2006
2007
at current prices
% change
at 2007 prices
% change
9,817 10,128 10,470 10,961 11,686 12,422 13,178 13,808
5.9
3.2
3.4
4.7
6.6
6.3
6.1
4.8
11,820 11,858 12,063 12,355 12,826 13,189 13,550 13,808
2.4
0.3
1.7
2.4
3.8
2.8
2.7
1.9
at current prices
at 2007 prices
34.5
41.5
35.2
41.2
36.0
41.5
37.3
42.0
39.4
43.2
41.4
44.0
43.5
44.7
45.1
45.1
284.9
287.8
290.8
293.8
296.8
299.9
302.8
305.8
85.4
2.8
86.8
1.6
88.7
2.2
91.1
2.7
94.2
3.4
97.3
3.3
100.0
2.8
1.45
1.43
1.39
1.38
1.34
1.33
1.30
1.7
-0.5
6.0
3.3
2.9
-0.4
5.2
1.9
2.5
-0.3
Population
Millions
2007=100
% change
83.1
3.4
1.60
at current prices
at 2007 prices
12.0
8.3
-6.0
-8.6
1.7
0.1
154
USA: ADVERTISING EXPENDITURE
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
112,038
120,743
139,935
156,667
147,246
149,756
152,282
161,487
166,235
174,838
179,251
Newspapers
39,079
41,341
43,697
48,700
45,778
45,320
46,227
48,538
50,237
51,493
49,948
Magazines
13,748
14,573
21,193
23,978
21,540
20,903
21,712
22,757
23,902
24,804
25,688
TV
40,709
43,471
47,299
52,258
49,714
51,640
51,610
55,504
55,390
58,355
58,723
13,794
3,802
906
15,411
4,027
1,920
18,581
4,565
4,600
20,819
4,912
6,000
18,800
4,814
6,600
19,423
275
4,945
7,250
19,581
303
5,093
7,758
20,364
339
5,297
8,688
20,589
400
5,726
9,992
20,892
460
6,344
12,490
21,211
529
7,040
16,111
Advertising expenditure in US$ (mill) at constant 2007 prices
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
144,758
153,471
174,207
188,627
172,402
172,542
171,651
177,241
176,496
179,765
179,251
Newspapers
50,492
52,547
54,399
58,635
53,599
52,216
52,106
53,273
53,338
52,944
49,948
Magazines
17,763
18,523
26,383
28,870
25,220
24,083
24,474
24,977
25,377
25,503
25,688
TV
52,598
55,254
58,883
62,919
58,207
59,497
58,174
60,919
58,809
60,000
58,723
17,822
4,912
1,171
19,588
5,119
2,440
23,132
5,683
5,727
25,066
5,914
7,224
22,012
5,636
7,728
22,378
317
5,697
8,353
22,072
341
5,741
8,744
22,351
372
5,813
9,536
21,860
424
6,080
10,608
21,481
473
6,523
12,842
21,211
529
7,040
16,111
2. Includes production costs
Tobacco: Banned on TV, radio and outdoor.
Alcohol: Programmes must have 70%+ of the audience aged 21+. There should be
no animation. For Network TV, programmes must air after 9pm.
Pharmaceutical: TV ads must refer viewers to a publication that provides more
information, including side-effects.
Children's: Advertising of food products should not discourage healthy
lifestyle choices or the consumption of fruits and vegetables, as
applicable to children under 12.
Political: The FEC prohibits the broadcast of any PSA featuring a federal
candidate within 30 days of a primary election and within 60 days
of a general election.
155
USA: POPULATION
POPULATION
Land area (km²)
9,161,923
Capital city
Washington, DC
Languages
English, Spanish
Currency
US dollar (US$)
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
33,666
19,787
20,566
21,180
21,706
16,270
16,497
149,672
Female
(000s)
32,212
18,945
20,090
21,137
22,465
17,513
22,194
154,556
Total
(000s)
65,878
38,731
40,656
42,318
44,171
33,784
38,691
304,228
Source: 2008 US Census Projection
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
29,565
17,091
11,746
19,991
29,997
108,390
Female
(000s)
31,142
19,769
8,885
19,824
36,740
116,360
Total
(000s)
60,707
36,860
20,631
39,815
66,737
224,750
Source: Nielsen Universe Estimates 2009
AB = professional/technical/admin/manager
C1 = clerical/sales
C2 = natural resources/construction/maintenance occupations
D = other employed
E = unemployed
156
USA: TELEVISION
TELEVISION
Colour
VCR
DVD
PVR/DVR
Multiset
Cable (pass)
100.0%
72.1%
88.4%
24.4%
82.0%
88.1%
61.3%
37.5%
27.8%
27.3%
Source: Nielsen Universe Estimates 2009
Source: Nielsen Galaxy Explorer
Cable (analogue)
Cable (digital)
DTH (digital)
IPTV - Fiber Optics
Average
subscription
(US$)
33.75
54.99
29.99
47.99
Source: Comcast, connectutilities.com, directv.com, verizonfios.com
157
USA: TELEVISION
Main channels
Channel
Non-commercial
Disney Channel
Encore
HBO
Starz
Showtime
Cinemax
Commercial
ABC
CBS
FOX
NBC
CW
MNTV
AZA
TEL
TF
UNI
TBS Network
USA Network
The Weather Channel
Discovery Channel
Nick-at-Nite
Nickelodeon
Headline News
Cable News Network
ESPN
Turner Network Television
A&E Network
Lifetime Television
Food Network
Spike TV
ESPN2
TLC
Home and Garden TV
Adult Swim
The Cartoon Network
CNBC
MTV: Music Television
The History Channel
ABC Family
VH1
Comedy Central
E! Entertainment TV
TV Land
Technical
Daily
penetration
hours of
(%)
transmission
Ad mins
per
week
84.4
29.4
26.6
17.9
16.4
13.8
24
24
24
24
24
24
–
–
–
–
–
–
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
86.0
85.8
85.7
85.7
85.5
85.5
85.3
85.3
85.3
85.3
85.1
85.1
85.0
84.9
84.9
84.9
84.9
84.9
84.9
84.8
84.7
84.7
84.6
84.3
84.2
83.4
83.3
12
13
4
13
4
2
14
17
23
24
24
24
24
24
9
15
24
24
24
24
20
18
20
19
24
20
22
7
17
18
24
20
18
24
20
23
24
1,152
1,144
257
995
328
74
2,107
1,860
725
668
2,248
2,179
2,318
1,614
938
1,120
2,424
2,037
2,053
2,137
1,968
1,877
1,968
2,066
1,786
1,620
2,021
567
1,166
1,940
2,326
1,950
1,620
2,403
2,162
2,124
2,520
158
USA: TELEVISION
Main channels cont.
Channel
Animal Planet
FX
Fox News Channel
Sci-Fi Channel
AMC
Travel Channel
MSNBC
TruTV
Bravo
CMT
Black Entertainment TV
TV Guide Network
Golf Channel
MTV2
Oxygen Media
Versus
Speed
WE:Womens Entertainment
WGN America
Toon Disney
Soapnet
Discovery Health
National Geographic Channel
GSN
ESPNews
Lifetime Movie Network
G4
The N
ESPN Classic
Fuse
BBC-America
Style
Great American Country
VH1 Classic
Nicktoons
Biography Channel
Military Channel
History International
Technical
Daily
penetration
hours of
(%)
transmission
82.8
24
82.8
19
82.7
24
82.6
24
82.3
24
81.5
24
81.2
24
78.9
14
78.7
20
77.1
24
76.8
24
72.5
24
71.4
24
65.5
24
65.1
19
64.6
24
64.1
24
62.7
19
62.5
21
62.2
24
61.3
24
60.5
24
59.8
21
59.3
19
58.3
24
57.5
24
57.1
20
56.4
24
55.5
24
54.6
24
54.4
24
51.7
21
47.5
22
47.0
24
45.8
24
45.7
20
45.6
24
45.1
20
Ad mins
per
week
2,054
1,969
2,347
2,011
1,784
1,739
2,369
1,703
1,930
2,375
1,853
2,225
1,794
2,722
1,963
1,850
1,788
1,888
1,836
1,360
1,761
1,910
1,595
2,111
1,988
1,692
1,992
816
1,621
2,329
1,736
2,056
2,208
1,578
766
1,994
1,753
1,931
Source: Nielsen Media Research, TNS-MI Strategy, May 2008, National TV
159
USA: TELEVISION
Cost/audience
Channel
CBS
ABC
NBC
FOX
CW
MNTV
Peak
time
Prime
Prime
Prime
Prime
Prime
Prime
Peak rate
30 sec
US$
168,000
150,400
104,000
217,500
54,600
10,800
Peak adult
audience
(000s)
8,261
6,912
5,780
6,812
1,636
1,116
Source: TNS-MI Strategy, excludes PSAs; Nielsen Galaxy Explorer
Average CPT (all commercial channels): $23.11
160
30 sec peak
adult CPT
US$
20.3
21.8
18.0
31.9
33.4
9.7
USA: TELEVISION
Channel
Non-commercial
Disney Channel
HBO
Encore
Starz
Cinemax
Showtime
Commercial
FOX
CBS
ABC
NBC
Nickelodeon
Adult Swim
Nick-at-Nite
CW
UNI
USA Network
Turner Network Television
The Cartoon Network
TBS Network
ESPN
Fox News Channel
Lifetime Television
A&E Network
Discovery Channel
ABC Family
FX
The History Channel
MTV: Music Television
Spike TV
TV Land
AMC
Comedy Central
Home and Garden TV
Sci-Fi Channel
TruTV
MNTV
Cable News Network
Food Network
TEL
Black Entertainment TV
2007
Individuals
Adults
Ad revenue
2007
US$ (000s)
2.9
0.6
0.3
0.3
0.2
0.1
0.9
0.7
0.3
0.3
0.2
0.2
-
8.4
8.3
7.0
6.6
3.8
2.8
2.5
2.3
2.3
2.3
2.2
1.8
1.7
1.6
1.5
1.5
1.3
1.2
1.1
1.1
1.1
1.1
1.1
1.1
1.0
1.0
1.0
1.0
1.0
0.9
0.9
0.9
0.8
0.8
8.8
9.3
7.7
7.3
1.4
1.8
1.7
2.1
2.2
2.5
2.4
0.7
1.8
1.7
1.8
1.6
1.5
1.1
0.9
1.1
1.2
0.8
1.1
1.2
1.2
1.0
1.2
1.1
1.1
0.9
1.0
1.0
0.8
0.6
4,954,673
6,781,101
5,234,364
4,310,523
984,168
101,035
362,947
905,539
1,680,605
855,972
974,456
290,686
800,727
1,531,497
560,253
723,650
385,875
508,597
273,858
364,211
319,591
1,062,567
554,840
298,056
186,846
681,591
549,601
274,984
214,961
189,274
414,424
475,936
913,346
395,605
161
USA: TELEVISION
Share of viewing & ad revenue cont.
Channel
TLC
VH1
TF
ESPN2
Lifetime Movie Network
MSNBC
Animal Planet
Bravo
E! Entertainment TV
Headline News
The Weather Channel
WGN America
CMT
CNBC
GSN
National Geographic Chnl
Toon Disney
The N
Travel Channel
Oxygen Media
Soapnet
TV Guide Network
Biography Channel
Discovery Health
MTV2
Nicktoons
Speed
Style
Versus
WE:Womens Entertainment
AZA
BBC-America
ESPNews
ESPN Classic
G4
Great American Country
Golf Channel
History International
Military Channel
Fuse
VH1 Classic
2007
Individuals
Adults
0.8
0.8
0.8
0.7
0.6
0.6
0.6
0.7
0.6
0.6
0.6
0.7
0.5
0.5
0.5
0.6
0.5
0.6
0.5
0.5
0.5
0.6
0.5
0.5
0.4
0.4
0.4
0.4
0.4
0.4
0.4
0.4
0.4
0.2
0.4
0.2
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.2
0.3
0.2
0.2
0.2
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.0
0.0
0.0
0.0
Source: Nielsen Galaxy Explorer (1/1/07-12/30/07), TNS
162
Ad revenue
2007
US$ (000s)
270,656
560,216
385,071
314,853
79,927
142,556
221,479
201,438
373,183
139,483
210,889
165,525
167,643
223,053
84,898
98,976
82,281
19,365
133,219
135,553
12,793
81,884
16,210
50,383
93,654
12,032
112,065
57,780
102,133
87,880
60,631
44,526
23,629
31,050
49,989
7,869
138,692
4,642
12,836
21,311
7,202
USA: TELEVISION
Programme
American Idol (Wed)
American Idol (Tues)
CSI
Grey's Anatomy
Dancing with the Stars (Mon)
House
Dancing with the Stars Results (Tues)
Desperate Housewives
CSI: Miami
Deal or No Deal (Mon)
Channel
FOX
FOX
CBS
ABC
ABC
FOX
ABC
ABC
CBS
NBC
Adult
TVR
11.0
10.6
8.7
8.3
8.2
7.6
7.6
6.9
6.9
6.7
Source: Nielsen Media Research via Audience Watch, Jan 1, 2007-Dec 31, 2007
163
USA: TELEVISION
categories (2007)
TV expenditure
US$ (000s)
2,824,315
2,520,381
2,511,935
1,505,180
1,380,613
1,261,666
1,255,737
1,204,559
1,107,204
961,008
Category
Wireless Telecom Providers
Quick Serve Restaurants
Motion Pictures
Light Trucks, Domestic Factory: Sls&Lsg
Direct Response Drugs & Toiletries NEC*
Light Trucks, Asian Factory: Sls&Lsg
Cars, Asian Factory: Sales & Leasing
Automobile Insurance
Credit Cards
Casual Dining Restaurants
Source: TNS-MI, excludes PSA's
*Not Elsewhere Classified
Top ten television
owners (2007)
TV revenue
US$ (mill)
6,216
5,296
4,994
4,911
1,532
1,136
789
777
756
684
Owner
CBS
Walt Disney Co.
NBC Universal (General Electric Co.)
News Corp.
Univision Communications
Tribune
Gannett
Belo
Hearst
Sinclair Broadcast Group
Source: Ad Age Annual 2008
Top ten television
advertisers (2007)
TV expenditure
US$ (mill)
2,384.1
1,363.8
1,170.5
933.8
903.7
902.5
882.5
791.8
749.5
676.8
Advertiser
Procter & Gamble
AT&T
General Motors
Ford
Time Warner
Verizon Communications
Johnson & Johnson
Cerberus Capital Mgt Lp
Toyota
Yum Brands
Source: TNS-MI Stradegy, excludes PSAs
164
USA: NEWSPAPERS
NEWSPAPERS
Newspapers
S=Sunday
Title
National
USA Today
Wall Street Journal
The New York Times (S)
The New York Times
Albany-Schenectady-Troy, NY
Times Union (S)
Times Union
The Daily Gazette
Albuquerque-Santa Fe, NM
Daily Journal (S)
Daily Journal
Atlanta, GA
The Atlanta Journal-Constitution (S)
The Atlanta Journal-Constitution
Austin, TX
Austin American-Statesman (S)
Austin American-Statesman
Baltimore, MD
The Baltimore Sun (S)
The Baltimore Sun
The Capital (S)
The Capital
Birmingham (Anniston and Tuscaloosa), AL
The Birmingham News (S)
The Birmingham News
The Tuscaloosa News (S)
The Tuscaloosa News
Boston, MA (Manchester, NH)
The Boston Globe (S)
The Boston Globe
Telegram & Gazette (S)
Telegram & Gazette
Buffalo, NY
The Buffalo News (S)
The Buffalo News
Charleston-Huntington, WV
The Charleston Gazette (S)
The Charleston Gazette
The Herald-Dispatch (S)
The Herald-Dispatch
Charlotte, NC
The Charlotte Observer (S)
The Charlotte Observer
Cincinnati, OH
The Cincinnati Enquirer (S)
The Cincinnati Enquirer
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
2,284
2,069
1,500
1,038
5,958
4,677
6,272
4,812
142,710
198,636
168,840
150,696
23.95
42.47
26.92
31.32
321,410
452,893
201,740
179,996
143
90
48
327
223
135
39,101
39,101
5,717
119.47
175.58
42.41
41,405
41,405
6,247
138
103
404
288
22,104
17,247
54.74
59.82
24,414
18,867
476
318
1,619
1,093
96,125
74,698
59.37
68.35
103,719
79,233
203
162
3,197
2,671
35,528
29,408
65.77
69.29
38,099
31,979
365
233
45
43
895
5,302
4,776
4,250
45,990
37,674
5,003
4,807
51.41
67.37
53.23
52.25
51,902
42,929
5,656
5,460
170
140
35
33
470
337
82
84
25,917
23,960
7,679
7,343
55.12
71.14
94.22
87.63
28,962
26,381
8,269
7,933
526
351
97
81
1,461
915
336
286
80,136
66,528
16,803
15,692
54.87
72.74
50.01
54.81
90,916
75,735
17,986
16,875
263
182
657
457
41,021
32,040
62.44
70.05
48,454
37,693
75
70
32
27
186
117
102
85
12,521
11,706
12,712
10,672
67.46
99.71
124.14
125.85
13,196
12,381
13,662
11,622
264
211
N/A
N/A
49,410
46,440
-
54,365
51,225
281
195
802
486
47,166
45,235
58.81
93.06
61,326
58,915
165
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Columbus, OH
The Columbus Dispatch (S)
The Columbus Dispatch
Chicago, IL
Chicago Tribune (S)
Chicago Tribune
Chicago Sun-Times
Chicago Sun-Times (S)
Daily Herald
Daily Herald (S)
Cleveland-Akron (Canton), OH
The Plain Dealer (S)
The Plain Dealer
Akron Beacon Journal (S)
Akron Beacon Journal
Dallas-Fort Worth, TX
The Dallas Morning News (S)
The Dallas Morning News
Fort Worth Star-Telegram (S)
Fort Worth Star-Telegram
Denver, CO
The Denver Post & Rocky Mountain News (S)
The Denver Post & Rocky Mountain News
Des Moines-Ames, IA
The Des Moines Register (S)
The Des Moines Register
Detroit, MI
Detroit News and Free Press (S)
Detroit News and Free Press
The Oakland Press (S)
The Oakland Press
The Macomb Daily (S)
The Macomb Daily
El Paso (Las Cruces, NM), TX
El Paso Times (S)
El Paso Times
Flint-Saginaw-Bay City, MI
The Flint Journal (S)
The Flint Journal
The Saginaw News (S)
The Saginaw News
Fresno-Visalia, CA
The Fresno Bee (S)
The Fresno Bee
Ft. Myers-Naples, FL
The News-Press
The News-Press (S)
Naples Daily News (S)
Naples Daily News
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
334
200
829
512
54,118
40,233
65.32
78.64
55,938
41,628
899
542
312
247
143
141
2,517
1,540
1,276
1,374
389
352
143,010
95,130
43,776
43,776
16,191
16,478
56.83
61.76
34.30
31.86
41.68
46.86
154,266
103,432
48,426
48,426
17,498
17,785
428
330
155
120
1,096
810
441
327
79,380
56,700
22,709
15,733
72.41
69.98
51.53
48.13
84,550
61,760
25,179
17,657
520
368
290
207
1,474
1,023
750
526
107,100
95,760
55,414
51,006
72.66
93.58
73.91
96.91
123,165
110,124
59,269
54,861
600
450
1,259
1,031
127,695
51,559
101.40
50.02
136,469
59,177
222
139
456
337
40,750
32,952
89.44
97.84
45,353
36,519
629
518
73
63
60
49
1,533
817
223
168
182
129
88,870
79,344
15,509
15,509
14,254
12,305
57.96
97.12
69.70
92.37
78.28
95.24
100,240
90,174
17,174
17,174
15,306
13,357
83
72
245
196
18,232
17,065
74.45
86.94
20,448
19,170
97
81
49
39
246
191
151
118
8,986
7,710
6,492
5,190
36.56
40.47
42.91
43.95
9,886
8,610
7,342
6,040
171
150
477
368
35,375
30,209
74.18
82.16
38,785
32,949
112
92
75
66
228
267
162
135
14,938
19,518
13,983
10,753
65.63
73.02
86.26
79.54
16,887
22,117
15,483
11,653
166
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
Title
Grand Rapids-Kalamazoo-Battle Creek, MI
The Grand Rapids Press (S)
177
The Grand Rapids Press
129
Kalamazoo Gazette (S)
68
Kalamazoo Gazette
50
Greensboro-High Point-Winston Salem, NC
The News & Record (S)
101
Winston-Salem Journal (S)
93
The News & Record
84
Winston-Salem Journal
81
Greenville-Spartanburg, SC-Asheville, NC-Anderson, SC
The Greenville News (S)
109
The Greenville News
81
Herald-Journal (S)
51
Herald-Journal
43
Harrisburg-Lancaster-Lebanon-York, PA
The Patriot News (S)
140
The Patriot News
96
Lancaster Intelligencer-Journal
86
Hartford & New Haven, CT
The Hartford Courant (S)
238
The Hartford Courant
168
New Haven Register (S)
85
New Haven Register
77
Honolulu, HI
Honolulu Advertiser (S)
150
Honolulu Advertiser
140
Honolulu Star-Bulletin
64
Honolulu Star-Bulletin (S)
60
Houston, TX
Houston Chronicle (S)
633
Houston Chronicle
494
Indianapolis, IN
The Indianapolis Star (S)
357
The Indianapolis Star
287
Jacksonville, FL
The Florida Times-Union (S)
201
The Florida Times-Union
144
Kansas City, MO
The Kansas City Star (S)
343
The Kansas City Star
247
Knoxville, TN
Knoxville News-Sentinel (S)
145
Knoxville News-Sentinel
115
Las Vegas, NV
Las Vegas Review-Journal
196
Las Vegas Review-Journal
164
Lexington, KY
Lexington Herald-Leader (S)
136
Lexington Herald-Leader
106
167
470
318
200
132
16,158
10,828
7,412
6,212
34.40
34.06
37.12
47.10
17,846
12,063
8,492
6,890
265
258
205
200
15,902
14,616
12,722
12,978
59.94
56.56
62.21
64.92
17,392
17,539
14,212
15,574
315
217
162
133
22,208
20,192
13,202
11,435
70.59
92.88
81.34
85.98
24,733
22,717
14,741
12,973
356
234
147
12,280
10,836
10,962
34.51
46.37
74.57
13,198
11,636
12,112
657
467
246
221
55,470
45,150
23,726
18,806
84.47
96.70
96.29
85.02
58,802
48,110
27,401
22,341
436
385
150
145
26,665
23,093
11,555
11,555
61.19
60.00
77.08
79.96
26,665
23,093
12,545
12,545
1,645
1,129
109,746
85,176
66.72
75.44
119,826
93,261
781
559
49,938
39,729
63.92
71.12
55,838
44,319
536
390
36,507
30,444
68.08
78.06
40,923
33,728
799
601
69,960
64,560
87.53
107.35
73,232
67,398
416
322
21,398
17,957
51.40
55.70
23,648
19,607
573
432
31,985
28,368
55.79
65.73
35,615
31,894
379
292
15,000
13,860
39.59
47.51
16,602
15,119
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
Title
Los Angeles, CA
Los Angeles Times (S)
Los Angeles Times
Daily News (S)
Press-Telegram (S)
Daily News
Press-Telegram
The Orange County Register (S)
The Orange County Register
The Press Enterprise (S)
The Press Enterprise
La Opinion
Daily Breeze (S)
Daily Breeze
La Opinion (S)
Louisville, KY
The Courier-Journal (S)
The Courier-Journal
Memphis, TN
The Commercial Appeal (S)
The Commercial Appeal
Miami-Ft. Lauderdale, FL
The Miami Herald (S)
Sun-Sentinel (S)
The Miami Herald
Sun-Sentinel
Milwaukee, WI
Milwaukee Journal Sentinel (S)
Milwaukee Journal Sentinel
Minneapolis-St. Paul, MN
Star Tribune (S)
Star Tribune
St. Paul Pioneer Press (S)
St. Paul Pioneer Press
Mobile, AL-Pensacola (Ft. Walton Beach), FL
Mobile Register (S)
Mobile Register
Pensacola News Journal (S)
Pensacola News Journal
Nashville, TN
The Tennessean (S)
The Tennessean
Norfolk-Portsmouth-Newport News, VA
The Virginian-Pilot (S)
The Virginian-Pilot
1,102
774
538
538
512
512
325
279
171
162
125
68
66
59
3,173
2,201
517
292
428
247
996
763
544
457
539
263
252
420
139,578
111,585
89,082
89,082
82,026
82,026
60,309
46,679
26,621
25,119
11,587
12,085
12,085
11,587
43.99
50.69
172.17
304.87
191.65
331.69
60.57
61.21
48.90
55.00
21.52
46.04
48.05
27.58
152,918
123,161
96,159
96,159
89,103
89,103
63,927
49,755
28,951
27,319
13,202
19,162
19,162
13,202
259
215
618
454
39,788
34,258
64.35
75.41
44,870
39,340
188
147
532
386
50,498
38,455
94.87
99.57
54,547
41,388
307
303
239
218
860
713
640
451
74,088
69,426
57,708
53,928
86.15
97.33
90.18
119.55
79,633
74,876
62,878
59,378
391
221
893
541
58,080
41,640
65.08
76.93
63,109
45,354
570
337
252
192
1,370
879
611
522
61,740
39,312
30,711
28,387
45.07
44.73
50.26
54.40
69,770
42,632
35,211
32,377
125
110
69
57
303
246
213
163
16,313
14,298
24,524
19,781
53.80
58.05
115.41
121.21
18,036
16,021
25,723
20,842
219
161
660
445
51,603
43,519
78.17
97.71
54,627
46,543
200
175
588
456
28,638
27,219
48.74
59.76
32,388
30,469
168
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
New York, NY
Daily News (S)
New York Post
Daily News
Newark Star Ledger (S)
Newsday (S)
New York Post (S)
Newsday
Newark Star Ledger
amNewYork
Metro New York
Asbury Park Press*Home News Tribune (S)
Asbury Park Press*Home News Tribune
The Record (S)
The Record
Oklahoma City, OK
The Oklahoman (S)
The Oklahoman
Orlando-Daytona Beach-Melbourne, FL
The Orlando Sentinel (S)
The News-Journal (S)
Florida Today (S)
The Orlando Sentinel
The News-Journal
Florida Today
Philadelphia, PA
The Philadelphia Inquirer (S)
The Philadelphia Inquirer
Metro Philadelphia
The Morning Call (S)
The Morning Call
Reading Eagle (S)
Reading Eagle (D)
Daily News (D)
Daily News (S)
Phoenix (Prescott), AZ
The Arizona Republic (S)
The Arizona Republic
The Tribune
The Tribune (S)
Pittsburgh, PA
Pittsburgh Post-Gazette (S)
Pittsburgh Post-Gazette
Tribune-Review (S)
Tribune-Review
Portland, OR
The Oregonian (S)
The Oregonian
Statesman Journal (S)
Statesman Journal
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
726
702
681
500
442
401
380
345
313
302
245
193
191
156
2,646
1,968
2,493
1,408
1,307
1,214
1,325
931
569
570
530
387
537
392
76,607
55,955
61,611
85,782
59,413
42,364
48,189
70,676
22,680
14,907
42,058
28,458
37,685
33,793
28.95
28.43
24.71
60.93
45.47
34.89
36.38
75.94
39.87
26.16
79.29
73.59
70.15
86.14
95,759
69,944
67,805
91,482
65,607
56,353
54,383
75,986
41,314
33,541
44,024
30,163
N/A
N/A
262
202
579
394
55,752
47,652
96.26
120.97
60,747
52,647
110
110
91
91
91
74
949
256
253
639
202
194
24,709
24,709
22,336
18,484
18,484
14,626
26.04
96.48
88.21
28.94
91.42
75.43
30,225
27,124
24,699
22,810
20,899
16,611
645
451
141
141
109
81
60
26
25
1,727
919
286
337
257
170
155
418
268
122,094
90,090
7,290
16,380
14,112
7,753
6,289
6,503
6,503
70.70
98.01
25.53
48.58
54.93
45.55
40.63
15.57
24.27
128,447
96,443
15,309
17,468
15,200
8,528
6,989
12,856
12,856
516
413
71
67
1,304
996
187
222
86,172
62,855
13,350
13,350
66.07
63.14
71.43
60.08
92,714
68,315
15,066
15,066
333
203
192
164
783
514
349
248
65,941
40,115
31,864
24,787
84.26
77.98
91.28
99.87
72,561
43,955
33,966
26,889
362
304
53
47
927
741
154
124
33,939
32,709
13,696
11,880
36.61
44.12
88.70
95.50
40,284
37,784
15,342
13,272
169
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Providence, RI-New Bedford, MA
The Providence Journal (S)
The Providence Journal
Raleigh-Durham (Fayetteville), NC
The News & Observer (S)
The News & Observer
The Fayetteville Observer (S)
The Fayetteville Observer
Richmond-Petersburg, VA
Richmond Times-Dispatch (S)
Richmond Times-Dispatch
Roanoke-Lynchburg, VA
The Roanoke Times (S)
The Roanoke Times
Rochester, NY
Democrat and Chronicle (S)
Democrat and Chronicle
Sacramento-Stockton-Modesto, CA
The Sacramento Bee (S)
The Sacramento Bee
The Modesto Bee (S)
The Modesto Bee
The Record (S)
The Record
San Antonio, TX
San Antonio Express-News (S)
San Antonio Express-News
San Diego, CA
The San Diego Union-Tribune (S)
The San Diego Union-Tribune
North County Times
North County Times (S)
San Francisco-Oakland-San Jose, CA
San Francisco Chronicle (S)
San Francisco Chronicle
San Jose Mercury News (S)
San Jose Mercury News
Contra Costa Times (S)
Contra Costa Times
Seattle-Tacoma, WA
The Seattle Times/Post-Intelligencer (S)
The Seattle Times/Post-Intelligencer (D)
Tacoma News Tribune (S)
Tacoma News Tribune
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
199
143
570
396
43,299
36,036
76.03
90.93
46,643
39,380
211
176
65
61
506
408
189
166
31,369
27,318
9,960
8,543
62.02
66.99
52.73
51.52
34,408
30,357
10,760
9,343
241
203
506
404
31,374
27,722
61.99
68.65
33,259
29,277
101
88
310
230
7,434
6,355
23.96
27.60
9,293
7,944
200
146
500
380
63,063
57,658
126.05
151.77
66,221
60,815
311
264
84
77
64
58
776
618
255
206
183
157
51,030
44,100
14,868
13,230
12,094
8,371
65.79
71.42
58.37
64.10
66.01
53.32
55,820
47,910
16,368
14,545
13,212
9,489
316
225
867
545
54,252
43,693
62.55
80.24
57,578
46,420
356
289
89
88
942
690
158
175
76,497
61,017
11,466
12,096
81.23
88.49
72.52
69.12
81,047
64,992
12,416
13,046
425
370
252
229
177
165
1,058
936
734
661
342
299
88,494
79,077
73,014
62,565
51,729
46,440
83.65
84.48
99.54
94.65
151.39
155.27
93,644
83,977
85,948
75,079
55,250
48,788
421
343
126
112
1,037
989
323
282
71,415
56,322
24,413
20,390
68.88
56.97
75.63
72.20
75,780
58,940
26,088
21,787
170
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Spokane, WA
Spokane Spokesman-Review (S)
Spokane Spokesman-Review
St. Louis, MO
St. Louis Post-Dispatch
St. Louis Post-Dispatch (S)
Belleville News Democrat (S)
Belleville News Democrat
Syracuse, NY
The Post-Standard (S)
The Post-Standard
Tampa-St. Petersburg (Sarasota), FL
St. Petersburg Times (S)
St. Petersburg Times
The Tampa Tribune (S)
The Tampa Tribune
Sarasota Herald-Tribune (S)
Sarasota Herald-Tribune
Toledo, OH
The Blade (S)
The Blade
Tucson (Sierra Vista), AZ
The Arizona Daily Star (S)
The Arizona Daily Star
Tulsa, OK
Tulsa World (S)
Tulsa World
Washington, DC (Hagerstown, MD)
The Washington Post (S)
The Washington Post
The Washington Times
The Washington Times (S)
West Palm Beach-Ft. Pierce, FL
The Palm Beach Post (S)
The Palm Beach Post
Wichita-Hutchinson Plus, KS
The Wichita Eagle (S)
The Wichita Eagle
Wilkes-Barre-Scranton, PA
Scranton Times (S)
Scranton Times/Tribune
Times Leader (S)
Times Leader
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
118
92
304
231
14,581
14,119
47.92
61.12
15,790
15,328
984
779
63
52
671
1,102
186
140
75,877
113,258
7,134
5,486
113.13
102.78
38.35
39.30
82,725
121,142
7,814
6,166
159
110
385
276
25,996
21,802
67.49
78.96
30,547
26,353
390
289
284
220
126
115
877
663
767
554
245
201
99,330
82,560
72,450
53,172
26,648
23,358
113.24
124.62
94.42
95.93
108.94
116.44
104,245
87,800
76,300
56,502
28,509
25,219
147
120
354
256
22,572
16,995
63.82
66.49
24,633
18,880
152
124
386
242
31,579
23,130
81.85
95.50
41,053
30,069
163
112
451
296
18,270
16,380
40.55
55.36
19,446
17,556
894
635
95
39
2,222
1,627
184
124
147,294
105,210
13,563
13,563
66.29
64.68
73.67
109.20
159,723
115,270
15,313
15,313
196
164
500
422
33,867
21,641
67.75
51.26
35,633
23,139
130
83
346
223
22,964
16,525
66.33
74.14
24,399
17,750
100
83
50
38
164
122
119
96
16,844
16,681
11,454
7,469
102.96
136.96
96.25
77.48
17,339
17,176
11,949
7,964
Source: SRDS, Scarborough 2007
Average CPT (B/W): $56.60
Average CPT (colour): $64.48
171
USA: NEWSPAPERS
Top ten newspaper
advertisers (2007)
categories (2007)
Advertiser
US$ (mill)
686.4
News Corp
629.2
Macys
609.6
Sprint Nextel
460.5
Valassis Communications
405.4
General Motors dealers
371.2
AT&T
328.3
Time Warner
313.4
Ford dealers
281.8
Toyota dealers
244.8
Category
US$ (mill)
Wireless telecoms
1,480.9
Auto
1,076.2
Films
1,019.6
Banking
943.9
Asian cars
907.1
Coupon marketing orgs
874.0
Property
863.8
Domestic cars
819.1
Recruitment
725.9
Furniture
715.2
Top ten newspaper
owners (2007)
Magazine revenue
Owner
US$ (mill)
Gannett
4,618.0
Tribune
3,616.0
The New York Times Co.
2,840.0
McClatchy
2,187.0
Advance Publications
2,073.0
MediaNews Group
1,787.0
Hearst
1,522.0
News Corp.
1,499.0
Cox Enterprises
1,400.0
Lee Enterprises
1,128.0
172
USA: MAGAZINES
MAGAZINES
Magazines
Title
Airline
Southwest Spirit
Delta's SKY Magazine
NWA WorldTraveler
Continental
US Airways Magazine
United Hemispheres
American Way
Automotive
Car and Driver
Motor Trend
Hot Rod
Road & Track
Automobile Magazine
4 Wheel & Off Road
Car Craft
AutoWeek
Four Wheeler
Super Chevy
Truckin'
Street Rodder
Babies
Baby Talk
American Baby
Fit Pregnancy
Boating
Boating
Salt Water Sportsman
Motor Boating
Yachting
Bridal
Brides
Modern Bride
Bridal Guide
Computers
PC World
PC Magazine
Computer Shopper
Macworld
Maximum PC
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
464
375
348
348
335
331
330
3,033
3,587
1,891
2,472
2,745
2,053
1,323
34,815
48,320
38,423
27,040
48,320
29,350
11.5
13.5
15.5
9.9
23.5
22.2
26,810
33,790
30,750
18,907
33,790
22,629
1,262
1,090
680
677
551
386
312
260
255
167
151
136
10,456
6,859
7,179
5,672
4,059
3,367
2,872
2,794
3,059
3,104
3,371
2,791
199,130
150,755
88,480
116,300
89,415
38,045
41,850
32,658
29,386
17,780
19,315
13,125
19.0
22.0
12.3
20.5
22.0
11.3
14.6
11.7
9.6
5.7
5.7
4.7
129,329
89,735
54,645
75,591
62,600
22,830
25,430
20,966
18,645
12,445
14,640
9,350
1,994
1,983
496
5,286
6,806
2,156
135,935
145,200
51,986
25.7
21.3
24.1
122,380
105,700
41,602
197
177
156
134
2,448
1,425
1,229
1,167
45,505
29,420
29,285
32,365
18.6
20.6
23.8
27.7
31,510
19,460
19,360
21,405
359
338
175
6,491
4,962
4,425
75,877
75,877
40,595
11.7
15.3
9.2
60,996
60,996
32,372
772
719
420
308
253
4,012
4,595
1,986
1,523
1,096
83,890
78,415
21,980
42,620
-
20.9
17.1
11.1
28.0
-
68,495
64,010
17,690
32,785
-
173
USA: MAGAZINES
Magazines cont.
Title
Business/finance
Consumer Reports
Money
Forbes
Business Week
Fortune
Kiplinger's Personal Finance
Smart Money
Inc.
Wired
The Economist
Entrepreneur
Black Enterprise
Barron's
Epicurean
Bon Appétit
Food & Wine
Gourmet
Everyday Food
Cooking Pleasures
Wine Spectator
Fishing & hunting
Field & Stream
American Rifleman
Outdoor Life
American Hunter
North American Hunter
Ducks Unlimited
Game & Fish Magazine
Bassmaster
North American Fisherman
Guns & Ammo
Hunting
In-Fisherman
Fraternal
American Legion
VFW Magazine
General editorial
Reader's Digest
National Geographic
Guideposts
Ebony
New Yorker
National Enquirer
National Wildlife
Audubon
Atlantic Monthly
Catholic Digest
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
4,766
1,971
942
919
865
839
825
760
644
621
619
515
318
18,702
7,494
4,860
4,729
3,939
2,453
3,324
1,124
2,254
2,122
2,487
4,260
1,041
186,600
123,648
124,660
115,100
78,165
82,306
104,765
72,657
38,870
80,735
43,340
44,493
24.9
25.4
26.4
29.2
31.9
24.8
93.2
32.2
18.3
32.5
10.2
42.7
130,900
84,065
84,525
80,500
53,774
60,902
68,475
48,691
32,660
60,565
32,505
32,958
1,327
1,017
969
905
472
385
5,773
6,863
5,385
4,645
5,441
2,269
116,886
74,500
101,867
35,345
45,689
20.2
10.9
18.9
6.5
20.1
81,995
53,200
64,526
24,210
34,258
1,547
1,351
956
935
763
574
570
546
455
454
353
258
9,601
3,821
5,783
4,002
5,167
2,791
3,440
3,476
3,420
6,410
2,749
3,831
137,390
55,375
76,780
44,580
33,160
37,390
37,075
36,250
24,335
36,005
28,922
-
14.3
14.5
13.3
11.1
6.4
13.4
10.8
10.4
7.1
5.6
10.5
-
109,890
36,920
61,600
29,710
22,715
26,175
26,480
24,775
18,720
21,990
17,420
-
2,518
1,576
3,513
3,120
67,755
34,555
19.3
11.1
49,915
27,295
9,955
4,718
2,517
1,477
1,035
1,008
683
418
400
282
37,249
31,612
7,319
11,086
3,734
8,797
5,140
1,652
1,283
2,327
228,100
204,495
86,315
55,718
115,603
54,435
29,190
40,195
57,500
15,687
6.1
6.5
11.8
5.0
31.0
6.2
5.7
24.3
44.8
6.7
199,600
173,820
60,420
41,243
90,591
22,230
24,310
38,525
12,164
174
USA: MAGAZINES
Magazines cont.
Title
General editorial cont.
Smithsonian
Star
Vanity Fair
Town & Country
Yankee
Selecciones (RD)
Saturday Eve. Post
Health
Prevention
Health
Arthritis Today
Diabetes Forecast
Muscle & Fitness
Psychology Today
Home & DIY
Better Homes and Gardens
Southern Living
Martha Stewart Living
Country Living
Sunset
Country Home
Family Handyman
This Old House
Traditional Home
Midwest Living
Handy
House Beautiful
Home
Architectural Digest
Coastal Living
Gardening How-To
Metropolitan Home
Elle Decor
Veranda
Southern Accents
Mother Earth News
Country Sampler
Workbench
American Woodworker
Garden Design
Motorcycle
Cycle World
Motorcyclist
Dirt Rider
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
2,065
1,404
1,123
468
384
369
360
7,070
10,482
6,196
3,927
2,008
2,535
3,073
137,907
137,695
138,695
87,745
18,400
14,962
19.5
13.1
22.3
9.2
4.9
94,121
123,935
92,569
68,195
16,560
11,976
3,411
1,436
738
497
427
288
10,919
7,796
4,327
4,544
6,860
3,387
136,200
93,500
33,735
23,100
49,324
21,275
12.5
12.0
7.8
5.1
7.2
6.3
116,700
84,000
23,525
17,520
39,759
14,605
7,702
2,917
1,914
1,641
1,383
1,287
1,159
982
973
971
960
895
815
814
690
655
581
499
465
443
375
314
314
288
263
38,797
15,707
11,662
11,506
5,012
8,335
4,384
5,733
4,290
3,958
2,893
6,662
3,291
4,482
3,381
4,608
2,323
1,584
1,274
2,676
1,693
2,553
2,132
3,580
4,048
428,900
162,000
145,400
141,000
95,625
208,800
89,750
81,200
141,105
135,700
69,450
128,811
104,765
94,886
53,100
37,465
92,253
77,400
51,300
55,400
31,795
7,012
28,429
27,310
28,649
11.1
10.3
12.5
12.3
19.1
25.1
20.5
14.2
32.9
34.3
24.0
19.3
31.8
21.2
15.7
8.1
39.7
48.9
40.3
20.7
18.8
2.7
13.3
7.6
7.1
354,500
101,750
103,100
68,900
165,200
61,930
57,000
104,305
95,220
47,575
87,762
84,755
68,485
38,900
25,665
68,706
57,960
40,000
40,610
20,971
19,897
20,230
20,830
314
228
149
3,033
2,843
1,781
47,375
32,165
16,300
15.6
11.3
9.2
31,595
21,025
13,040
175
USA: MAGAZINES
Magazines cont.
Title
Men's
Playboy
Maxim
Men's Health
Popular Mechanics
GQ (Gentlemen's Quarterly)
Men's Journal
Esquire
Men's Fitness
Details
Penthouse
Cigar Aficionado
Music
Rolling Stone
Vibe
Blender
Spin
Country Weekly
News & entertainment weeklies
Time
People
TV Guide
Sports Illustrated
Newsweek
U.S. News & World Report
Entertainment Weekly
Us Weekly
In Touch Weekly
Jet Magazine
New York Magazine
Globe
Texas Monthly
Newspaper distributed
Metro-Puck Carrier Newspapers
Parade Carrier Newspapers
USA Weekend Carrier Newspapers
Other
AARP The Magazine
Flying
Outdoor recreation
Scouting
Sierra
National Geographic Adventure
Backpacker
Photography
Popular Photography & Imaging
American Photo
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
2,814
2,468
1,788
1,209
910
720
711
695
452
331
253
9,842
12,888
11,292
8,952
5,914
3,316
2,936
7,605
1,139
2,948
1,657
157,630
230,244
158,825
131,758
129,168
89,665
112,792
75,235
57,567
31,300
30,544
16.0
17.9
14.1
14.7
21.8
27.0
38.4
9.9
50.5
10.6
18.4
112,585
207,218
26,255
86,043
80,670
75,894
60,420
38,366
27,800
25,972
1,479
910
825
503
428
11,999
7,734
1,965
2,019
3,604
157,880
96,290
96,600
52,589
38,670
13.2
12.5
49.2
26.0
10.7
142,095
77,995
86,940
42,116
27,087
3,987
3,699
3,506
3,280
3,170
2,014
1,919
1,769
1,140
963
442
412
317
21,179
42,427
20,301
20,457
18,729
9,766
11,360
11,418
6,490
8,524
1,655
1,238
2,276
255,840
241,975
188,200
320,000
215,800
174,526
151,255
168,180
117,397
29,156
74,152
23,770
37,572
12.1
5.7
9.3
15.6
11.5
17.9
13.3
14.7
18.1
3.4
44.8
19.2
16.5
166,850
165,375
154,300
194,350
133,550
116,858
121,005
96,048
20,913
45,977
24,006
32,443
32,200
23,039
75,428
54,215
27,597
-
-
-
23,640
224
32,827
1,307
483,000
23,025
14.7
17.6
435,910
18,420
999
659
582
359
1,533
1,150
2,454
1,099
33,040
38,745
67,950
50,048
21.6
33.7
27.7
45.5
23,135
26,425
61,155
35,713
413
170
2,345
1,809
84,162
47,150
35.9
26.1
65,279
29,555
176
USA: MAGAZINES
Magazines cont.
Title
Parenthood
Parenting
Parents' Magazine
FamilyFun
Scholastic Parent & Child
Ser Padres
Science/technology
Popular Science
Discover
Scientific American
Sports
ESPN The Magazine
Golf Digest
Golf Magazine
The Sporting News
Outside Magazine
Runner's World
Tennis Magazine
PGA Tour Partners
Ski
Bicycling
Skiing
Golf World
Scuba Diving
Golfweek
Travel
Endless Vacation
Travel & Leisure
Gourmet
Condé Nast Traveler
National Geographic Traveler
Arthur Frommer’s Budget Travel
Gaming
Game Informer
Official Xbox Magazine
PC Gamer
Women's
Good Housekeeping
Ladies’ Home Journal
Woman's Day
Family Circle
Cosmopolitan
Redbook
Glamour
O, The Oprah Magazine
Real Simple
Seventeen
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
2,296
2,227
2,030
1,268
491
11,103
14,885
5,160
7,806
1,992
140,100
153,700
149,000
93,378
70,600
12.6
10.3
28.9
12.0
35.4
133,090
120,000
111,756
74,636
53,000
1,394
661
575
6,865
6,227
3,211
126,258
52,700
73,830
18.4
8.5
23.0
89,061
35,100
49,335
2,079
1,575
1,399
711
662
634
598
514
466
419
417
218
180
166
13,590
6,056
5,932
3,982
1,983
2,304
1,672
1,523
1,422
1,586
1,245
1,204
869
1,164
200,000
126,592
159,000
53,804
94,271
120,761
56,522
40,545
41,160
52,422
30,870
31,901
20,642
-
14.7
20.9
26.8
13.5
47.5
52.4
33.8
26.6
28.9
33.1
24.8
26.5
23.8
-
160,000
101,269
111,300
43,502
90,982
70,483
37,720
27,775
37,219
22,333
13,742
-
1,867
1,059
969
785
717
629
2,188
4,699
5,385
3,045
7,683
2,123
77,000
101,325
101,867
100,757
64,300
46,805
35.2
21.6
18.9
33.1
8.4
22.0
63,140
68,910
64,526
67,924
48,225
36,740
2,778
398
205
5,885
4,596
2,786
111,080
28,202
14,407
18.9
6.1
5.2
99,965
22,562
11,526
4,624
4,027
3,971
3,943
2,677
2,347
2,252
2,239
2,018
1,993
24,878
13,519
21,927
21,274
17,649
9,471
12,069
16,031
7,149
8,288
324,975
239,400
240,370
233,200
236,440
139,800
175,743
147,775
151,000
120,576
13.1
17.7
11.0
11.0
13.4
14.8
14.6
9.2
21.1
14.5
258,990
226,700
200,765
196,200
189,175
111,800
124,683
118,240
151,000
83,207
177
USA: MAGAZINES
Magazines cont.
Title
Women's cont.
Cooking Light
InStyle
Shape
Fitness
Self
First For Women
CosmoGIRL!
Woman's World
Weight Watchers Magazine
Lucky
Essence
Allure
Marie Claire
Working Mother
Soap Opera Digest
People en Español
Latina
W
Soap Opera Weekly
Women’s Fashion
Vogue
Elle
Teen Vogue
Harper's Bazaar
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
1,829
1,709
1,669
1,548
1,472
1,412
1,395
1,352
1,266
1,168
1,137
1,112
987
834
515
498
475
470
218
11,946
9,232
5,938
6,438
5,840
4,336
4,799
8,824
10,133
2,562
8,093
5,943
3,509
2,223
5,315
6,191
2,956
1,454
3,585
103,200
130,800
144,180
130,400
138,747
110,204
89,309
68,900
100,734
80,500
99,733
110,130
64,700
21,130
58,350
44,346
81,282
9,195
8.6
14.2
24.3
20.3
23.8
23.0
10.1
6.8
39.3
9.9
16.8
31.4
29.1
4.0
9.4
15.0
55.9
2.6
82,700
115,590
102,300
92,920
88,193
74,853
48,230
67,154
66,999
79,760
54,925
17,340
58,350
29,348
64,590
7,440
1,211
1,002
957
695
10,627
4,870
957
2,946
132,480
116,145
3,205
113,815
12.5
23.8
38.6
92,017
80,695
84,203
Source: MRI Doublebase 2007
Average CPT (B/W): $9.23
Average CPT (colour): $12.83
178
USA: MAGAZINES
Top ten magazine
advertisers (2007)
Advertiser
US$ (mill)
Procter & Gamble Co
903.6
Kraft Foods Inc
455.6
Johnson & Johnson
363.3
General Motors Corp
359.3
L'Oreal Sa
318.6
Glaxosmithkline Plc
299.9
Unilever
245.7
Time Warner Inc
244.0
Ford Motor Co
234.6
Joh A Benckiser Gmbh
194.4
Top ten magazine product categories (2007)
Category
US$ (mill)
Prescription Medications NEC*
578.6
Clothing Stores
546.3
Magazines
526.9
Direct Response Not Itemized
485.6
Advertising, Marketing & Printing Svcs
474.2
Light Trucks, Domestic Factory: Sls&Lsg
413.5
Investment Products & Services (Excluding Ret
386.3
Light Trucks, Asian Factory: Sls&Lsg
356.8
Hotels & Resorts, Domestic
340.9
Cable Networks & Programs & Satellite TV
322.9
Top ten magazine owners (2007)
Magazine revenue
Owner
US$ (mill)
Time Warner
3,604.0
Advance Publications
3,599.0
Hearst Corp.
2,232.0
Meredith Corp.
970.0
Reader's Digest Association
968.0
McGraw-Hill Cos.
867.0
International Data Group
643.0
Wenner Media
615.0
Reed Elsevier
607.0
Source Interlink Cos.
525.0
179
USA: RADIO
RADIO
Source:Radio Edition 2008
Source:Arbitron Radio Today 2008
Audiences
Station
National
Jones MAI Adult Power
Dial Global Contemporary Network
ABC Daytime Direction Network
Dial Global Complete FM Network
Westwood WON I Network
ABC Prime Access Radio Network
Dial Global News & Information Network
ABC Morning News Radio Network
Jones MAI Female Perspective
Premiere Morning Drive Network
Premiere Mediabase Female Network
Westwood CBS News Day Network
Premiere Emerald Plus Network
Premiere Male Focus Network
Premiere Sapphire Network
CMN Prestige
Westwood WON III Network
Premiere Emerald Network
Premiere Sapphire Plus Network
Premiere Diamond Network
United Stations Impact Network
ABC News/Talk Radio Network
CMN Prestige II
Premiere Diamond Plus Network
Westwood WFM Day Network
Premiere Pearl Network
American Urban Pinnacle Network
ABC Prime Reach Radio Network
Premiere Pearl Plus Network
Premiere Ruby Network
Westwood FM Day Network
Westwood WON II Network
ABC Information Radio Network
180
Peak
time
Peak
audience
(000s)
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
6,710
6,438
6,163
5,764
5,452
4,689
4,520
4,346
4,179
4,015
3,982
3,935
3,872
3,708
3,666
3,554
3,467
3,372
3,353
3,313
3,164
3,150
3,142
3,051
3,022
2,987
2,809
2,600
2,594
2,457
2,444
2,372
2,303
USA: RADIO
Audiences cont.
Station
National cont.
Westwood CBS News Network
Westwood Traffic II Sponsorship
Westwood WFM Weekend Network
Premiere Female Focus Network
ABC Young Adult Radio Network
ABC Urban Advantage Network
Westwood CBS News Weekend Network
Premiere Urban Network
ABC FM Connection Radio Network
Westwood Traffic I Sponsorship
American Urban STRZ Wknd Ent Network
ABC Hispanic Advantage Radio Network
ABC Hot FM Radio Network
American Urban Renaissance Network
Premiere FOX News Network
Westwood FM Weekend Network
Westwood WFM Weekday Network
ABC Advantage Radio Network
Westwood FM Weekday Network
Premiere Evening Youth Network
Premiere Evening Adult Network
Dial Global Digital 24/7 Network
ABC Music Radio Network
ABC Female Connection Radio Network
ABC Hispanic Select Radio Network
Source: RADAR 97 - June 2008
181
Peak
time
Peak
audience
(000s)
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
2,288
2,280
2,155
2,123
1,964
1,849
1,768
1,731
1,715
1,649
1,582
1,544
1,537
1,533
1,493
1,453
1,430
1,294
1,196
1,061
1,025
889
728
712
470
USA: RADIO
Top ten radio advertisers (2007)
Advertiser
AT&T
Verizon
Berkshire Hathaway
Home Depot
Walt Disney Co
General Motors Corp
Cerberus Capital Mgt
General Electric
News Corp
Sprint Nextel Corp
Radio expenditure
US$ (mill)
115.7
98.1
84.8
83.7
62.3
57.4
55.1
49.7
49.6
43.6
Source: TNS-MI Strategy, excludes PSAs
categories (2007)
Category
Wireless telecoms
Domestic auto dealers
Auto insurance
DIY/hardware stores
TV networks & stations
Grocery stores
Films
Banking
Pay-TV
Fast food restaurants
Radio expenditure
US$ (mill)
173.7
110.2
100.9
98.4
94.7
93.8
89.8
88.3
86.4
84.3
Top ten radio owners (2007)
Radio revenue
Owner
US$ (mill)
Clear Channel Communications
3,439.0
Sirius XM Radio
1,953.0
CBS Corp.
1,745.0
Citadel Broadcasting Corp.
945.0
Cumulus Media
561.0
Entercom Comms. Corp.
479.0
Westwood One
451.0
Cox Enterprises
445.0
Univision Communications
430.0
Radio One
330.0
182
USA: OUTDOOR
OUTDOOR
Number of outdoor sites: 1,120,479
Outdoor sites
Buses
Subway & Rail
Bulletins
30-Sheet Posters
Bus Shelters
8-Sheet Posters
Airports
Interior Place-Based
Shopping Malls
Convenience Stores
Arena & Stadiums
Number of
sites
362,144
259,453
164,990
159,000
36,704
35,885
34,612
34,000
23,614
10,000
77
Source: OAAA
categories (2007)
Top ten outdoor
advertisers (2007)
Outdoor expenditure
Category
US$(mill)
Domestic hotels & resorts
221.6
Real Estate
160.5
Wireless telecoms
147.4
Hospitals & clinics
144.2
Banking
118.1
Long distance telecoms
104.9
Film
104.7
Fast food restuarants
96.3
Alcohol
88.0
Amusements & events
87.5
Outdoor expenditure
Advertiser
US$ (000s)
AT&T
109,472
64,050
Sprint Nextel Corp
60,684
Time Warner
54,392
Walt Disney Co
48,027
McDonalds
46,403
General Motors
45,364
Sabmiller
39,678
Anheuser-Busch Cos
37,130
General Electric
28,465
Top outdoor
contractors (2007)
Outdoor revenue
Owner
US$ (000s)
CBS Outdoor
1,369
1,261
Lamar Advertising Co.
1,120
183
USA: CINEMA
CINEMA
Source: National Association of Theatre Owners
per week: US$ 57.1
Source: Screenvision and Zenith Media estimate
national campaign: 13,917
Source: Screenvision and Zenith Media estimate
Trend in admissions
2002
2003
2004
2005
2006
2007
Admissions
(mill)
1,630
1,570
1,530
1,400
1,500
1,400
Gross takings
US$(mill)
9,520
9,490
9,530
8,990
9,480
9,629
Source: National Association of Theatre Owners
Age
18-24
25-34
35-49
50+
Sex
Male
Female
Income (US$)
<24,999
25,000-49,999
50,000-74,999
75,000-99,999
100,000+
%
13.7
19.5
31.1
35.6
%
46.8
53.2
%
13.3
20.1
19.2
15.0
32.6
Source: SMRB 2008
184
USA: CINEMA
Gross takings
US$ (mill)
336.5
322.7
319.2
309.4
292.0
227.5
210.6
206.4
194.5
183.1
Film
Spider-Man 3
Shrek the Third
The Transformers
Pirates of the Caribbean: At World's End
The Bourne Ultimatum
300
Ratatouille
I am Legend
The Simpsons Movie
Source:The-numbers Internet Movie Database
Top ten cinema
Category
Government/educational institutions
Banking/finance/insurance
Consumer electronics/wireless
Auto
Packaged goods (perishable)
Media
Health & beauty
Retail/stores
Accessories/fashion/apparel
Toys & games
Source: Screenvision
Top ten cinema
owners (2007)
Cinema revenue
US$ (mill)
2,661.2
2,461.6
2,147.5
1,682.8
489.3
327.6
85.8
-
Owner
Regal Entertainment Group
AMC Entertainment
National Amusements
Cinemark USA
Carmike Cinemas
Marcus Theatres
Kerasotes Theatres
Harkins Theatres
Hollywood Theaters
Rave Motion Pictures
Source: Hoover's 2007 Sales data
185
USA: INTERNET
INTERNET
Source: eMarketer February 2008
Source: comScore December 2007
Source: comScore December 2007
internet access): 84.7
Source: ComScore December 2007
Top ten internet
sites (2007)
Owner
Yahoo.com
Google.com
MSN.com
AOL.com
MySpace.com
EBay.com
Live.com
YouTube.com
Microsoft.com
Amazon.com
Top ten internet
owners (2007)
Unique visitors
per month (mill)
132.6
126.9
90.1
81.5
68.9
67.9
67.0
56.6
56.2
56.0
Internet revenue
Owner
US$ (mill)
Microsoft
60,420
Time Warner
46,482
News Corp. Online
32,996
Apple Computer
24,006
Google
16,594
Amazon
14,835
eBay
7,672
Yahoo!
6,969
InterActiveCorp
6,373
Wikimedia Foundation
0.1
Source: comScore Media Metrix, 2007
Source: Nielsen Netview December 2007
categories (2007)
Top ten internet
advertisers (2007)
Category
US$ (mill)
Internet services
956.3
Investment brokers
862.5
Loans
411.6
Wireless telecomms
292.2
Educational institutions
281.7
Computer software
270.0
Miscellaneous services
251.5
Credit cards
247.3
Banks
246.0
Rental stores
194.7
Advertiser
US$ (mill)
Tree.com Inc
238.5
General Motors
212.0
Experian Group
193.4
Apollo Group
192.4
188.7
E-Trade Financial Corp
186.9
Ford Motor Co
151.1
AT&T
144.7
FMR Corp
142.8
Scottrade Inc
142.5
Source: TNS-MI Stradegy, excludes PSAs
186
USA: INTERNET
Age
2 - 17
18 - 24
25 - 34
35 - 54
55 - 64
65+
Sex
Male
Female
Income (currency )/C
$25000 - $39999
$40000 - $59999
$60000 - $74999
$75000 - $99999
$100000+
Top ten search keywords
%
20.0
12.4
15.3
35.9
10.7
5.8
%
49.8
50.2
%
9.5
24.9
12.8
17.6
25.4
Keyword
myspace
yahoo
my
weather
google
youtube
ebay
mapquest
craigslist
dictionary
Source: Google Insights, 2007
Source: Comscore MediaMetrix
187
USA: MEDIA REACH/OVERALL
MEDIA REACH
Television
Newspapers
Magazines
Radio
Internet
Online video
Mobile television
Cinema
Daily
80
52
50
75
35
-
Weekly
94
70
80
90
52
-
Monthly
98
82
93
95
70
14
6
45
Source: Intermedia Dimensions 2008; Arbitron Cinema Report 2007; MRI Doublebase 2008
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
US$ (mill)
Procter & Gamble
3,520.8
AT&T
2,124.7
2,033.8
General Motors
2,010.5
Time Warner
1,688.0
Ford
1,490.5
Johnson & Johnson
1,374.3
Walt Disney
1,303.0
Sprint Nextel
1,257.3
News Corp
1,248.2
Media expenditure
Category
US$ (mill)
Wireless telecoms
5,127.1
Film
3,974.2
Restaurants
2,839.9
Domestic light trucks
2,217.9
Investment services
2,187.8
Banking
2,154.6
Prescription medicine
1,934.6
Credit cards
1,855.1
Asian light trucks
1,720.3
Asian cars
1,713.8
Source: TNS Media Intelligence
excludes PSAs
Source: TNS Media Intelligence
excludes PSAs
Top ten media
owners (2007)
Owner
Time Warner
Comcast
Walt Disney
News Corp
DirecTV
NBC Universal
CBS
Cox Enterprises
Dish Network
Viacom
Media revenue
US$ (mill)
35,629
26,939
17,489
15,695
15,527
12,161
12,051
11,899
10,728
9,490
Source: Adage.com
188
URUGUAY: ECONOMIC DATA
URUGUAY
ECONOMIC DATA
2000
2001
1 US$ = 23.47 Peso at 2007 rate
2002
2003
2004
2005
2006
2007
315.7
21.0
415.1
1.3
379.4
20.2
456.9
10.1
406.7
7.2
467.8
2.4
464.8
14.3
502.5
7.4
541.9
16.6
541.9
7.8
at current prices
% change
at 2007 prices
% change
243.0
2.5
453.7
-2.1
247.2
1.7
442.1
-2.6
261.0
5.6
409.7
-7.3
Gross Domestic Product per capita (Peso)
at current prices
at 2006 prices
73,201 74,461 78,368 95,084 114,263 122,134 139,580 162,236
136,666 133,160 123,026 125,021 137,632 140,495 150,895 162,236
at current prices
at 2007 prices
10.4
19.3
10.5
18.8
11.1
17.5
13.4
17.7
16.2
19.5
17.3
19.9
19.8
21.4
23.1
23.1
at current prices
at 2007 prices
3,119
5,823
3,172
5,673
3,339
5,242
4,051
5,327
4,868
5,864
5,204
5,986
5,947
6,429
6,912
6,912
3.3
3.3
3.3
3.3
3.3
3.3
3.3
3.3
55.9
4.4
63.7
13.9
76.1
19.4
83.0
9.2
86.9
4.7
92.5
6.4
100.0
8.4
0.54
0.41
0.38
0.36
0.28
0.27
0.24
-50.0
-29.9
-14.0
-4.4
11.9
4.3
-1.7
-19.9
8.7
0.4
8.9
-1.7
Population
Millions
2007=100
% change
53.6
4.7
0.74
at current prices
at 2007 prices
-12.7
-11.0
-33.0
-29.4
189
URUGUAY: ADVERTISING EXPENDITURE
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Total
172.0
181.0
171.0
149.3
100.0
50.0
43.0
48.1
47.3
51.4
56.0
Newspapers Magazines
43.0
43.0
40.0
34.0
16.0
7.0
6.0
6.0
0.5
5.5
0.5
5.4
0.6
6.4
0.7
TV
90.0
94.0
88.0
75.0
51.0
25.0
22.0
25.0
25.0
28.0
30.0
23.0
16.0
25.0
18.0
1.0
25.0
16.0
2.0
22.0
16.0
2.3
12.0
1.5
18.5
1.0
7.0
0.5
10.0
0.5
5.4
0.8
8.0
0.8
5.5
0.8
9.5
0.8
5.5
1.0
9.0
0.8
6.0
1.0
9.5
0.9
6.5
1.5
10.0
1.0
Source: Asociación Uruguaya de Agencias de Publicidad, Ibope
Notes:
1. After discounts
5. Newspapers included magazines until 2004
6. Internet includes banners, pop-ups and sponsorship
Tobacco: Prohibited on TV.
Political: Regulated during political campaigns.
190
URUGUAY: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
173,620
Montevideo
Spanish
Uruguayan Peso
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
416
270
237
216
183
142
181
1,645
Female
(000s)
401
262
238
225
195
161
272
1,754
Total
(000s)
817
532
475
441
378
303
453
3,399
Source: INE
Adult status
AB
C1
C2
D
E
Total
Total
%
16
16
28
29
10
100
Source: INE 2003
Definition of adult status
Based on several factors including:
individual characteristics (educational level, occupation);
type of residence; ownership of luxury goods (cars and other).
191
URUGUAY: TELEVISION
TELEVISION
Number of television households: 987,439 (93.0%)
Colour
VCR
93.0%
37.0%
48.6%
Source: INE
Typical basic cable subscription cost (per month): Peso 700
Typical basic satellite subscription cost (per month): Peso 1,000
Main channels
Technical
penetration
(%)
Channel
Commercial
Channel 5
Channel 4
Channel 12
Channel 10
100.0
61.9
61.9
61.9
Source: Ibope Uruguay
Cost/audience
Channel
Channel 4
Channel 5
Channel 10
Channel 12
Peak
time
1900
1600
2000
2200
Peak rate
30 sec
(Peso)
46,980
6,000
37,590
43,815
Peak adult
audience
(000s)
187
48
210
197
192
30 sec peak
adult CPT
(Peso)
250.8
124.6
178.9
222.6
URUGUAY: TELEVISION
Channel
Commercial
Channel 4
Channel 5
Channel 12
Channel 10
2007
Individuals
Adults
29.5
4.5
37.4
28.5
29.5
5.0
36.9
28.6
Source: IBOPE Uruguay
Programme
Gran Hermano 2007 Famosos
Martin Fierro
Mundial Sub 20 2007
Show Match
Desfile de Llamadas
Camara Testigo Esp
Gran Hermano 2007 Gala
Desfile de Llamadas
Desfile de Carnaval
La Tele de Enfrente
Channel
4
12
12
12
12
12
4
4
10
12
Source: IBOPE Uruguay
193
Adult
TVR
17.5
16.6
16.4
15.1
14.4
14.0
13.8
13.4
12.8
12.6
URUGUAY: TELEVISION
Top ten television
advertisers (2007)
Advertiser
Unilever
SC Johnson
Comunicacion Interactiva
Colgate Palmolive
Fabricas Nacionales De Cerveza
El Pais
Conaprole
Bayer
GlaxoSmithKline
L'Oreal Uruguay
TV expenditure
Peso (000s)
876,125
630,614
526,024
469,788
402,086
362,103
353,564
328,195
302,688
275,876
categories (2007)
Category
Phone services
Electronic media
Finance
Soft drinks
Cleaning products
Press
Hair/health/beauty services
Supermarkets
Oral health
TV expenditure
Peso (000s)
557,483
554,688
544,874
527,955
482,110
481,789
481,630
432,263
429,259
427,604
Top television
owners (2007)
Owner
Teledoce Color (Channel 12)
Monte Carlo TV (Channel 4)
Saeta TV (Channel 10)
STN (Channel 5)
TV revenue
Peso (000s)
5,743,848
5,039,097
4,525,551
194,132
194
URUGUAY: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily w=weekly
N=National
Title
El País (d, N)
El Observador (d, N)
La República (d, N)
Búsqueda (w, N)
Brecha (w, N)
Últimas Noticias (d, N)
Adult
Full page Adult CPT
B/W
B/W
(000s)
(000s)
(Peso)
(Peso)
46
77
301,056
3,910
20
98,423
18
24
90,000
3,750
17
18
144,720
8,040
15
129,600
11
63,000
-
Source: Equipos Mori/ Internal Research
Average CPT (colour): Peso 6,638.53
Average CPT (B/W): Peso 6,035.03
Top ten newspaper
advertisers (2007)
Advertiser
Peso (000s)
Teledoce Televisora Color
72,383
Saeta
57,196
Banca De Quinielas
27,763
Itau
24,925
Montecarlo
24,879
Intendencia Municipal de Montevideo
23,857
Telefonica
19,710
General Motors
19,535
CTI
19,153
Ascoma
18,952
195
Full page
Colour
(Peso)
331,162
108,265
99,000
159,192
142,560
69,300
URUGUAY: NEWSPAPERS
categories (2007)
Category
Peso (000s)
Electronic media
270,602
General
141,925
Social and cultural events
110,311
Construction
82,331
Concessionary/second hand vehicles
80,306
Financial
74,210
Imported vehicles
63,467
Exhibitions
63,139
58,014
Associations & organisations
44,258
Top newspaper
owners (2007)
Owner
El Pais
El Libro De Los Clasificados
El Observador
La Republica
Ultimas Noticias
Busqueda
Cronicas
Brecha
Tiempos Del Mundo
Newspaper revenue
Peso (000s)
902,999
372,225
276,245
197,334
134,966
73,772
40,204
30,276
2,246
196
URUGUAY: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
q=quarterly
Title
Sábado Show (w)
Paula (m)
Padres e Hijos (m)
Paula Casa (q)
Tecno (m)
Gourmet (m)
Caras y Caretas (w)
Bla (m)
Cinemag (m)
Galería de Búsqueda (w)
Circulation
(000s)
44
43
43
43
43
43
25
20
20
17
Top ten magazine
advertisers (2007)
Advertiser
Peso (mill)
L'Oréal
44,791
Johnson & Johnson
15,872
Unilever
12,730
Los Dominguez
6,579
El Pais
5,193
Fabricas Nacionales de Cerveza
5,045
Vicky
4,929
Barcelo Hotels & Resorts
4,912
Conaprole
4,548
Jorge Martinez & Associates
4,440
197
Full page
Colour
Peso
57,833
88,817
33,554
57,730
37,829
57,730
50,000
35,000
35,000
120,000
Full page
B/W
Peso
57,833
88,817
33,554
57,730
37,829
57,730
50,000
35,000
35,000
120,000
URUGUAY: MAGAZINES
categories (2007)
Category
Perfumes
Clothing/footwear
Skincare
Hotels
Restaurants
Wines
Electronic media
Health & beauty
Home/decoration
Make up
Peso (mill)
26,537
25,321
23,794
22,145
12,246
10,462
9,149
8,491
7,937
7,487
Top ten magazine
owners (2007)
Owner
Galeria De Busqueda
Caras Y Caretas
Paula
Sabado Show
Bla
El Agropecuario
Padres E Hijos
Elgourmet
El Escolar
Paula Casa
Magazine revenue
Peso (000s)
150,684
55,365
53,778
22,776
14,710
11,117
9,764
8,831
8,629
4,284
198
URUGUAY: RADIO
RADIO
Number of radio households: 987,400 (93%)
Source: Equipos Mori
Source: URSEC
Costs/audiences
Station
National
CX 20 Montecarlo 930
CXD 216 Radio Futura FM 91.1
CX 8 Sarandi 690
CXD 262 Aire FM 100.3
CX 14 El Espectador 810
CXD 230 Oceano FM 93.9
CX 58 Clarin 580
106.7 La Ley
CX 226 Inolvidable FM 93.1
CX 4 Rural 610
CXD 282 Radiocero FM 104.3
CX 44 Am Libre 1410
CX 285 Metropolis FM 104.9
CX 16 Carve 850
CXD 290 Galaxia FM 105.9
88.3 De la Costa
CXD 220 Radio Disney FM 91.9
CXD 250 M24 FM 97.9
CXD 270 Azul FM 101.9
CX 22 Universal 970
CX 212 A Oldies FM 90.3
CX 18 Sport 890
92.5 Urbana
CX 12 Oriental 770
95.5 Del Plata
Type
Peak
time
Peak rate
(30 sec)
(Peso)
music/talk
music
music/talk
music
music/talk
music
talk
music
music
music
music
talk
music
sport
music
music
music
music
music
sport
music
sport
music
sport
music
0900-1000
1500-1600
0900-1000
1200-1300
0800-0900
1100-1200
0900-1000
1200-1300
1200-1300
1000-1100
0900-1000
0900-1000
1000-1100
0700-0800
1000-1100
0900-1000
1500-1600
0900-1000
1300-1400
1000-1100
0900-1000
1200-1300
1800-1900
0900-1000
1000-1100
630
480
390
480
390
480
390
270
480
390
480
390
480
330
480
270
270
270
270
390
270
330
270
330
270
Source: Equipos Mori
199
audience
adult CPT
(000s)
(Peso)
78
34
27
35
24
26
14
15
14
10
23
13
11
8
23
4
20
17
12
27
14
14
7
8
6
8
14
14
14
16
18
27
18
33
39
21
29
42
39
21
68
14
16
22
14
19
24
39
42
42
URUGUAY: OUTDOOR
OUTDOOR
Cost per panel
per month (Peso)
131,075
146,744
2,311
54,968
Type/size of display (m)
Espectaculares *
Gigantografías **
Móvil ***
Transiluminados ****
* (12 X14, 10x12, 13, 18) Front Light
**(4x3, 3,5 x 5) Front Light, Without lights
***( 5,20x 0,65; 4x 0,65; 3,80x 1,27; 2,6x 0,65; 1,40 x 0,65; 2,0x 0,65; 1x 0,40; 2,30x 2,10)
**** (1,05 x 1,57; 1,11 x1,57; 1,10x 1,55; 1,10x 1,50) Back Light
Top ten outdoor
advertisers (2007)
categories (2007)
Outdoor expenditure
Advertiser
Peso (000s)
Intendenc Municipal Montevideo
45,962
Unilever
34,808
L'Oréal
19,955
Ancel
19,690
19,341
CTI
18,985
Telefonica
18,028
Conaprole
17,712
Montevideo Refrescos
12,878
Abal Hnos
11,110
Category
Public campaigns
Refeshments
Finance
Health & beauty
Tobacco
Yoghurts
Credit cards
Health
Electronics
Top ten outdoor
contractors (2007)
Contractor
Heres
JC Decaux
Publibus
Publicartel
Movimagen
Desconocida
Netcom
Protto
Viacartel
Pirolux
Outdoor revenue
Peso (000s)
261,125
149,276
96,630
58,831
16,163
14,622
10,198
6,254
4,094
2,275
200
Outdoor expenditure
Peso (000s)
56,703
54,279
29,800
24,126
22,509
21,861
16,013
14,796
13,289
12,530
URUGUAY: CINEMA
CINEMA
Source: Film Suez
national campaign*: 10
Source: internal research
* only in Montevideo
Trend in admissions
2002
2003
2004
2005
2006
2007
Admissions (mill)
2.3
2.5
2.6
2.2
2.1
2.2
Source: Film Suez
Film
Shrek 3
The Simpsons
Ratatouille
Spiderman 3
El baño del papa
The Departed
Pirates of the Caribbean
Night at the Museum
Babel
Source: Film Suez
Top cinema
owners (2007)
Owner
Movie center - Film Suez
Grupo Cine
Hoyts - Cinevisión
Others
Cinema revenue
(% of total)
67%
12%
15%
6%
Source: Film Suez
201
URUGUAY: INTERNET
INTERNET
Homes with internet connection: 499,028 (47%)
Adult* internet users: (40%)
* older than 30 years
Typical monthly cost of internet access: Peso 900
Site
Adinet
Montevideo
El País
Tenfield
Gallito
La República
Movistar
ANTEL
Observa.com
Uruguay Total
Source: Web Alexa.com
Cost of display ads
Type
(Peso)
pop-up
270
streaming video
270
300 x 100 banner
180
Sex
Male
Female
%
53%
43%
Source: Radar
202
URUGUAY: OVERALL
OVERALL
Top ten overall
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
Peso (000s)
Unilever
1,801,559
SC Johnson
1,262,720
Comunicacion Interactiva
1,052,049
Colgate Palmolive
940,080
840,261
Conaprole
731,473
El Pais
730,234
Bayer
668,123
L'Oréal
627,123
GlaxoSmithKline
605,421
Media expenditure
Category
Peso (000s)
Electronic media
954,405
Phone services
744,909
707,994
Finance
581,876
Refreshments
555,751
Health
535,791
Cleaning products
502,965
Press
491,534
Supermarkets
473,419
Oral health
434,053
Top ten media
owners (2007)
Owner
Teledoce Color (Channel 12)
Monte Carlo TV (Channel 4)
Saeta TV (Channel 10)
El Pais
El Libro De Los Clasificados
El Observador
Heres
La Republica
STN (Channel 5)
Galeria de Busqueda
Media revenue*
(Peso)
5,743,848
5,039,097
4,525,551
902,999
372,225
276,245
261,125
197,334
194,132
150,684
* The total investment corresponds to TV, press and outdoor.
203
GLOSSARY
Circulation
Number of copies sold or distributed.
Cost per thousand (CPT)
The average cost of reaching one
thousand of the target population.
IPTV
Internet Protocol Television: television
transmitted using internet protocols,
normally over a telephone line.
Peak time
The period in a day in which advertising is
most expensive.
Penetration
The proportion (%) of a given target
market group reached by a medium.
PVR
Personal Video Recorder: hard disc
recording equipment
Ratecard
A price-list issued by media owners for
different space sizes or time lengths.
Rating
One rating point is one per cent of the
target audience.
Reach
% of a given audience exposed to a
given medium over a given time.
Readership
Having read or looked at a publication
within its publishing interval.
Television rating (TVR)
See Rating
TV home
A household receiving television
transmissions.
204

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