categories (2008) - Miami University Libraries Digital Collections

Transcription

Americas
Market & MediaFact
2009 Edition
Compiled by: Anne Austin,
Nicola Hutcheon
Produced by: David Parry
© 2010 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 218 offices
in 72 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, Kingfisher, Mars, Nestlé,
L'Oréal, Puma, Polo Ralph Lauren, Qantas,
Richemont Group, Sanofi-Aventis, Siemens,
Thomson Multimedia, Toyota/Lexus, Verizon,
Whirlpool and Wyeth.
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]
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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
25
Canada
37
Colombia
59
Costa Rica
74
Ecuador
88
Mexico
102
Panama
119
Peru
129
Puerto Rico
148
United States of America
165
Uruguay
200
Venezuela
212
GLOSSARY
223
SUMMARY TABLES: EXCHANGE RATES
SUMMARY TABLES
EXCHANGE RATES
1 US$ = …local currency
Country
Currency
2008
2007
% change
Argentina
Peso
3.14
3.10
1.6
Brazil
Real
1.83
1.95
-5.8
Canada
Canadian Dollar (C$)
1.07
1.07
-0.7
Colombia
Peso
1,967.7
2,078.3
-5.3
Costa Rica
Colon
526.24
516.62
1.9
Ecuador
US Dollar (US$)
1.00
1.00
0.0
Mexico
Peso
11.13
10.93
1.8
Panama
Balboa
1.00
1.00
0.0
Peru
Nuevo Soles
2.92
3.13
-6.5
Puerto Rico
US Dollar (US$)
1.00
1.00
0.0
Uruguay
Peso
20.95
23.47
-10.7
USA
US Dollar (US$)
1.00
1.00
0.0
Venezuela
Bolivar
2.15
2.15
0.0
1
SUMMARY TABLES: ADVERTISING EXPENDITURE
ADVERTISING EXPENDITURE
Advertising as a percentage of Gross Domestic Product
2000
2001
2002
2003
2004
2005
2006
2007
2008
Argentina
0.94
0.96
0.49
0.64
0.65
0.69
0.73
0.69
0.65
Brazil
0.83
0.72
0.65
0.67
0.70
0.74
0.71
0.73
0.73
Canada
0.64
0.63
0.62
0.63
0.63
0.63
0.64
0.63
0.64
Colombia
1.23
1.31
1.25
1.21
1.05
2.08
2.15
1.91
1.92
Costa Rica
0.65
0.63
0.70
0.65
0.57
0.58
0.56
0.55
0.73
Ecuador
1.15
1.31
1.53
1.52
1.47
1.56
1.70
1.78
1.82
Mexico
0.59
0.57
0.53
0.45
0.44
0.44
0.45
0.49
0.50
Panama
1.49
1.29
1.34
1.52
1.57
1.53
1.60
1.54
1.54
Peru
0.37
0.34
0.33
0.37
0.31
0.32
0.32
0.32
0.32
Puerto Rico
2.65
2.61
2.56
2.49
2.42
1.99
1.71
1.60
1.60
Uruguay
0.74
0.53
0.40
0.54
0.59
0.52
0.54
0.53
0.48
USA
1.60
1.45
1.43
1.39
1.38
1.34
1.32
1.29
1.19
Venezuela
0.71
0.69
0.74
0.71
0.57
0.47
0.47
0.40
0.36
Americas^
1.41
1.30
1.28
1.24
1.23
1.19
1.17
1.13
1.06
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 2008
adspend News(US$m)
papers
%
Magazines
TV
Radio
Cinema Outdoor Internet
Argentina
2,147
31.5
5.5
47.1
2.7
1.4
9.6
2.3
Brazil
11,563
16.7
8.8
64.2
4.1
0.4
2.9
2.9
Canada
9,545
26.4
7.4
34.0
15.1
-
4.3
12.8
Colombia
3,832
13.1
4.2
56.3
14.7
0.1
10.0
1.5
Costa Rica
207
31.2
0.0
34.0
18.0
-
16.8
-
Ecuador
913
14.1
2.8
72.7
8.9
-
1.4
-
Mexico
5,428
11.6
9.8
68.9
9.7
-
-
-
Panama
336
20.7
5.7
70.3
3.3
-
-
-
Peru
412
21.8
2.9
48.3
11.3
1.5
12.2
2.0
1,841
31.7
3.7
54.5
6.6
0.5
2.6
0.3
146
17.8
5.9
49.2
12.3
2.0
10.8
2.0
170,218
28.1
14.5
33.1
11.9
0.3
4.0
8.2
Venezuela
1,113
21.6
1.3
62.0
3.9
3.8
7.3
0.0
Americas^
210,935
26.8
13.3
36.4
11.5
0.3
4.0
7.6
Puerto Rico
Uruguay
USA
Note: These figures have not been adjusted to account for different methods of compilation
and are therefore not fully comparable.
^above countries only
3
SUMMARY TABLES: TELEVISION
TELEVISION
Household penetration of TV accessories (%)
Country
Homes
(000s)
Television
penetration
%
Argentina
10,101
97
97.3
19.0
2.0
75.0
2.0
1.5
Brazil
54,528
-
-
-
3.5
6.4
-
-
Canada
13,139
99
99.0
12.3
26.3
66.8
-
-
Colombia
10,056
-
98.0
-
-
72.0
-
-
Costa Rica
11,721
94
95.8
-
1.4
24.3
-
-
Ecuador
2,579
98
97.8
-
1.1
-
-
-
Mexico
26,747
90
98.4
16.7
3.1
21.3
-
-
Panama
704
77
85.0
-
20.0
60.0
-
-
Peru
4,784
94
86.1
-
1.2
47.8
-
-
Puerto Rico
1,350
96
95.0
-
22.0
30.0
-
-
Uruguay
1,062
93
93.0
-
-
48.6
-
-
116,170
99
100.0
31.5
27.9
62.5
-
-
5,243
89
-
-
8.9
49.5
-
-
USA
Venezuela
Percentage of TV homes with
Colour PVR Satellite Cable DTT
4
IPTV
SUMMARY TABLES: TELEVISION
Viewing/rates
Country
Average minutes
viewed per day
Adults
Average 30 sec
CPT US$
Adults
Argentina
240
69.7
Canada
257
14.9
-
6.4
Costa Rica
189
2.6
Ecuador
204
12.1
Mexico
109
91.9
Panama
225
15.5
Peru
184
9.4
Puerto Rico
240
19.0
Uruguay
180
23.4
USA
303
22.4
Venezuela
239
-
Colombia
5
SUMMARY TABLES: NEWSPAPERS/MAGAZINES
NEWSPAPERS/MAGAZINES
Average rates
Country
Newspaper
B/W CPT US$
Adults
Magazine
colour CPT US$
Adults
Argentina
118.6
69.7
Canada
66.8
12.1
Colombia
24.5
19.9
Costa Rica
2.3
7.2
Ecuador
27.7
38.2
Mexico
57.9
31.0
Panama
13.1
38.3
Peru
14.0
10.8
Puerto Rico
12.1
35.3
Uruguay
198.7
64.0
USA
70.0
15.3
Venezuela
24.3
-
6
SUMMARY TABLES: RADIO
RADIO
Stations/rates
Country
Number of
commercial radio
stations
Average 30 sec
CPT US$
Adults
Argentina
345
1.9
3,988
-
Canada
649
4.8
Colombia
347
3.9
Costa Rica
150
0.03
Ecuador
583
10.3
Peru
77
0.5
-
3.6
278
1.3
14,425
-
422
-
Brazil
Puerto Rico
Uruguay
USA
Venezuela
7
SUMMARY TABLES: OUTDOOR
OUTDOOR
Sites
Country
Number of
outdoor sites
Argentina
261,064
Brazil
30,418
Canada
44,523
Colombia
13,200
Costa Rica
28
Ecuador*
2,290
Peru
28,307
* Quito & Guayaquil only
8
SUMMARY TABLES: CINEMA
CINEMA
Screens/rates
Country
Number of
cinema
screens
Average 60 sec
CPT US$
Adults
Argentina
473
-
Brazil
1,916
-
Canada
2,652
Colombia
547
-
Costa Rica
94
-
Ecuador
120
20.0
Mexico
4,503
-
Panama
101
-
Peru
231
-
Puerto Rico
254
-
Uruguay
99
-
38,834
63.0
400
-
USA
Venezuela
9
SUMMARY TABLES: CINEMA
Cinema admissions (mill)
2000
2001
2002
2003
2004
2005
2006
2007
2008
Argentina
34.6
37.4
37.4
39.7
58.0
53.0
52.0
52.0
-
Brazil
68.0
47.9
-
102.9
114.7
-
-
-
-
Canada
119.3
119.3
115.0
125.4
119.6
101.0
102.9
104.5
-
Colombia
22.8
17.8
17.1
12.9
13.7
11.7
15.4
-
-
Mexico
123.6
143.0
152.0
137.0
165.7
165.9
168.4
177.8
182.4
Peru
-
-
8.4
8.6
9.4
9.1
11.3
12.5
12.8
Puerto Rico
-
-
200.0
250.0
300.0
280.0
265.0
-
255.6
2.6
2.2
2.3
2.5
2.6
2.2
2.1
2.2
2.2
Uruguay
USA
Venezuela
1,420.0 1,490.0 1,630.0 1,570.0 1,530.0 1,400.0 1,500.0 1,400.0 1,400.0
-
-
14.5
16.1
10
18.8
19.7
20.6
-
-
SUMMARY TABLES: INTERNET
INTERNET
Internet
households (%)
Adult population
with access (%)
Argentina
45
75
Brazil
45
33*
Canada
90
72
Colombia
36
-
Ecuador
40
17
Mexico
22
32
Peru
10
32
Puerto Rico
38
89
Uruguay
53
42**
USA
75
63
Venezuela
32
38
* ind. 10+ ** adults 30+
11
SUMMARY TABLES: MEDIA REACH
MEDIA REACH
Daily (%)
Argentina
Canada
Colombia
Ecuador
Mexico
Peru
Puerto Rico
Uruguay
USA
Venezuela
Newspapers
10
35
31
20
82
4
52
-
TV
50
70
73
83
76
99
99
80
-
Radio
20
68
61
54
87
75
-
12
Internet
30
13
16
23
35
-
Monthly (%)
MagaMobile
zines Cinema
TV
8
22
90
26
19
19
30
68
38
22
8
93
25
2
13
21
-
ARGENTINA: ECONOMIC DATA
ARGENTINA
ECONOMIC DATA
Main economic indicators 2001-2008
2001
2002
1 US$ = 3.14 Peso at 2008 rate
2003
2004
2005
2006
2007
2008
447.6
19.1
643.1
14.1
531.9
18.8
697.1
8.4
654.4
23.0
773.0
10.9
812.5 1,038.2
24.1
27.8
882.0 1,038.2
14.1
17.7
11.7
16.8
13.7
18.0
16.7
19.8
20.6
22.3
26.0
26.0
142.4
204.5
169.2
221.7
208.2
245.9
258.4
280.5
330.2
330.2
Gross Domestic Product (Peso billion)
at current prices
% change
at 2008 prices
% change
268.7
-5.5
575.7
-4.4
312.6
16.3
531.9
-7.6
375.9
20.3
563.7
6.0
Gross Domestic Product per capita (Peso 000s)
at current prices
at 2008 prices
7.2
15.4
8.3
14.1
9.9
14.8
Gross Domestic Product (US$ billion)
at current prices
at 2008 prices
85.5
183.1
99.4
169.2
119.6
179.3
Gross Domestic Product per capita (US$ 000s)
at current prices
at 2008 prices
2.3
4.9
2.6
4.5
3.1
4.7
3.7
5.3
4.4
5.7
5.3
6.3
6.5
7.1
8.3
8.3
37.3
37.7
38.0
38.4
38.7
39.1
39.5
39.9
58.8
25.9
66.7
13.5
69.6
4.4
76.3
9.6
84.7
10.9
92.1
8.8
100.0
8.6
0.49
0.64
0.65
0.69
0.73
0.69
0.65
22.3
17.1
26.1
15.0
28.6
16.0
18.5
8.9
20.0
10.5
Population
Millions
Consumer Price Index
2008=100
% change
46.7
-1.1
Ad.spend as a % of GDP
0.96
Advertising Expenditure Growth (%)
at current prices
at 2008 prices
-4.0
-2.9
-39.9
-52.3
55.1
36.7
Source: IFS, ZenithOptimedia
13
ARGENTINA: ADVERTISING EXPENDITURE
Advertising expenditure in Peso (mill) at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
3,603
3,231
2,674
2,568
1,543
2,393
2,926
3,690
4,747
5,624
6,749
Newspapers
1,580
1,091
654
808
613
963
1,108
1,282
1,628
1,769
2,072
Magazines
292
306
331
271
77
128
181
238
251
307
378
TV
1,260
1,371
1,182
1,051
647
1,037
1,289
1,744
2,237
2,650
3,179
Radio Cinema Outdoor Internet
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
169
88
661
202
Advertising expenditure in Peso (mill) at constant 2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
7,478
6,785
5,666
5,502
2,626
3,589
4,204
4,836
5,607
6,105
6,749
Newspapers
3,279
2,291
1,386
1,731
1,043
1,444
1,592
1,680
1,923
1,920
2,072
Magazines
606
643
701
581
131
192
260
312
296
333
378
TV
2,615
2,880
2,505
2,252
1,101
1,555
1,852
2,285
2,642
2,877
3,179
446
101
429
429
114
429
489
102
483
484
94
360
116
45
172
19
124
55
192
25
134
62
270
34
138
75
304
42
149
78
411
107
165
83
585
142
169
88
661
202
Source: AAAA
Notes: 1. After discounts
2. Excludes production costs
3. Excludes classified
4. Includes agency commission at 15% until 2001; excludes agency commission
from 2002 onwards.
5. 1998-2002 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: Banned on TV, in print and outdoors.
Alcohol: May only advertise on TV after 7pm.
Pharmaceutical: No restrictions.
Children's: No restrictions.
Political: No restrictions.
14
ARGENTINA: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
2,736,690
Buenos Aires
Spanish
Peso
Source: CIA Factbook 2009
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
19,823
Total
(000s)
10,196
6,587
6,001
4,660
4,094
3,042
4,003
38,583
Female
(000s)
2,165
6,617
11,043
19,825
Total
(000s)
4,245
13,504
20,835
38,584
Source: Indec
Population status
AB/C1
C2/C3
D/E
Total
Male
(000s)
2,080
6,887
9,792
18,759
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: 10,101,427
Number of television households: 9,801,637 (97.0%)
Television homes with:
Colour
VCR
DVD
PVR/DVR
Multiset
Cable (pass)
Cable (connection) - total
Digital cable (connection)
Satellite dish (DTH) - total
Digital satellite dish
Digital terrestrial television (DTT)
IPTV
97.3%
45.0%
55.0%
19.0%
2.0%
78.0%
75.0%
63.0%
2.0%
3.0%
2.0%
1.5%
Source: ZenithOptimedia
No TV licence fee
Average minutes viewed per day per adult: 240
Average pay-TV subscription cost
Cable (analogue)
Cable (digital)
Average
monthly subscription
US$
20
35
16
ARGENTINA: TELEVISION
Main channels
Channel
Commercial
America TV
Canal 9
Telefe
Canal 13
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
75
75
75
75
20
20
20
20
1,400
1,650
1,620
1,580
Cost/audience
Peak
time
2100
2000
2200
2200
Channel
America TV
Canal 9
Telefe
Canal 13
Peak rate
30 sec
US$
9,231
8,846
25,385
26,923
Peak adult
audience
(000s)
180
202
314
314
30 sec peak
adult CPT
US$
51.4
43.8
80.8
85.7
Source: BA
Average CPT (all commercial channels): US$69.7
Top television programmes (2008)
Programme
Valientes
Showmatch
Talento Argentino
Justo A Tiempo
Nini
CQC
Adult
TVR
20
19
17
16
14
12
Channel
Canal 13
Canal 13
Telefe
Telefe
Canal 13
Telefe
Top television
advertisers (2008)
Advertiser
President
Procter & Gamble
GlaxoSmithKline
Genomma Lab
Unilever
Kraft Foods
Top television product
categories (2008)
TV expenditure
US$ (000s)
25,080
24,376
15,318
13,981
12,779
12,450
Category
Hygiene & beauty
Food
Pharmaceuticals
Communication
Social institutions
Commercial property
Cleaning products
17
TV expenditure
US$ (000s)
65,011
63,742
52,003
51,198
50,786
41,388
28,087
ARGENTINA: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily w=weekly
Circulation
Title
(000s)
Clarin (d)
365
La Nación (d)
230
Perfil (w)
110
Página 12 (d)
85
Adult
readership
(000s)
402
253
121
94
Full page
B/W
US$
52,564
31,500
10,500
8,500
Adult CPT
B/W
US$
130.9
124.5
86.8
90.9
Full page
Colour
US$
89,744
74,200
13,450
10,120
Average CPT (B/W): US$118.6
Top newspaper
advertisers (2008)
Top newspaper product
categories (2008)
Newspaper expenditure
Advertiser
US$ (000s)
Coto Cicsa
14,754
President
11,376
Cencosud
10,842
Garbarino
10,413
Fravega Saciei
9,366
Carrefour
8,345
America Movil
6,313
Telecom Argentina
5,038
Category
US$ (000s)
Commercial property
71,632
Communication
33,778
Auto
28,723
Social institutions
25,987
Banks
17,816
Entertainment
13,373
18
ARGENTINA: MAGAZINES
MAGAZINES
Magazines
w=weekly
Circulation
Title
(000s)
Viva (w)
263
La Nacion (w)
155
Pronto (w)
75
Gente (w)
65
Caras (w)
60
Noticias (w)
45
Adult
readership
(000s)
289
171
83
72
66
50
Full page
Colour
US$
14,103
8,974
1,282
2,051
2,051
1,795
Adult CPT
Colour
US$
48.7
52.6
15.5
28.7
31.1
36.3
Full page
B/W
US$
10,769
7,179
897
1,282
1,282
1,410
Average CPT (Colour): US$69.7
Top ten magazine
advertisers (2008)
Top magazine product
categories (2008)
Magazine expenditure
Advertiser
US$ (000s)
Unilever
3,407.5
L'Oréal
2,434.3
Varios Grafica
2,298.4
President
1,751.8
Autoavisos Grafica
1,737.6
Procter & Gamble
1,162.2
Grupo Telefonica
984.5
Beiersdorf
867.8
Renault
781.8
Telecom Argentina
690.5
Category
US$ (000s)
Hygiene & beauty
12,105
Textiles
8,065
Communication
5,371
Social institutions
4,053
Auto
3,775
Commercial property
3,321
Food
2,934
Tourism
2,677
19
ARGENTINA: RADIO
RADIO
Number of commercial radio stations: 345
Average daily listening minutes per adult: 180
Costs/audiences
Station
National
Mitre
Radio 10
Mega
Rock & Pop
Metro
Main regional
LV3
Type
Peak
time
Peak rate
(30 sec)
US$
Peak adult
audience
(000s)
30 sec peak
adult CPT
US$
AM
AM
FM
FM
FM
0600
0900
0900
0900
1400
300
300
240
240
210
110
154
110
198
88
2.7
1.9
2.2
1.2
2.4
AM
0900
250
154
1.6
Average CPT (all commercial stations): US$1.9
Top radio
advertisers (2008)
Advertiser
Unilever
President
Telecom Argentina
Quilmes Cerveceria
Grupo Telefonica
Danone
Time For Fune
Top radio product
categories (2008)
Radio expenditure
US$ (000s)
6,641.5
2,617.7
2,229.4
2,046.6
1,790.6
1,477.7
1,314.4
Radio expenditure
Category
US$ (000s)
Communication
9,094.6
Social institutions
6,618.4
Commercial property
5,208.9
Food
4,552.2
Music
4,386.4
Hygiene & beauty
3,941.6
Cleaning products
3,397.0
20
ARGENTINA: OUTDOOR
OUTDOOR
Number of outdoor sites: 261,064
Type, size and cost of sites
Type of display
Posters
Gigantografias
Billboards
Illuminated screens
Bablights
Number of
sites
223,677
4,400
13,556
18,731
700
Cost per panel
per month US$
38
179
141
564
1,282
Top outdoor
advertisers (2008)
Top outdoor product
categories (2008)
Outdoor expenditure
Advertiser
US$ (000s)
Telecom Argentina
3,186.8
Grupo Telefonica
3,136.1
America Movil
2,344.1
Coca-Cola
2,302.8
Cencosud
1,770.9
Unilever
1,328.6
Arcos Dorados
1,244.4
Automovil Club Argentino
1,242.3
Cannon Puntana
982.0
Outdoor expenditure
Category
US$ (000s)
Communication
11,866
Commercial property
7,528
Hygiene & beauty
5,184
Food
5,053
Entertainment
4,249
Non-alcoholic drinks
4,240
Auto
4,178
Finance
3,844
Top outdoor
contractors (2008)
Contractor
CBS
Publicidad Sarmiento
Girola
Billboard
Publicitar
Wall Street
21
ARGENTINA: CINEMA
CINEMA
Number of cinema screens: 473
Average cost of a 60 sec. spot per screen
per week: US$35
Number of screens used in typical
national campaign: 120
Trend in admissions
2002
2003
2004
2005
2006
Admissions
(mill)
37.4
39.7
58.0
53.0
52.0
Cinema demographic profile
Age
16-24
25-34
35-49
50+
Sex
Male
Female
%
31
24
30
15
%
46
54
Top films *
Top cinema owners (2008)
Film
Ice Age: Dawn of the Dinosaurs
Harry Potter and the Half-Blood Prince
Up
El Secreto de Sus Ojos
Owner
Hoyts
Filmsuez
* to date 2009
22
ARGENTINA: INTERNET
INTERNET
Homes with internet connection: 4,545,642 (45.0%)
Adult internet users: 21,290,250 (75.0%)
Adult internet users with home broadband: 80.0%
Typical monthly cost of internet access: US$10
Average minutes spent online
At home
At work
Total
Per day
Adults
120
240
360
Cost of display ads
Top search keywords
Typical cost per thousand
Type
US$
Banner
12.8
Pop up
15.4
Streaming video
25.6
Typical cost per click
US$
0.16
0.15
0.26
Keyword
Soccer
Entertainment
Notices
Internet user profile
Age
16-24
25-34
35-54
55-64
65+
Sex
Male
Female
%
35
30
20
10
5
%
50
50
Top internet sites (2008)
Top search engines (2008)
Site
Infobae
Clarin
La Nacion Online
Diario Ole
Terra
Search engine
Google
Yahoo
Terra
23
ARGENTINA: MEDIA REACH/OVERALL
MEDIA REACH
% reach by medium (adults)
Conventional television
Online video
Newspapers
Magazines
Radio
Outdoor
Cinema
Daily
50
20
10
5
20
30
10
Weekly
65
30
15
7
25
45
15
Monthly
75
35
18
8
35
55
22
OVERALL
Top ten overall
advertisers (2008)
Advertiser
President
Unilever
Procter & Gamble
Cencosud
Danone
Telecom Argentina
Grupo Telefonica
America Movil
GlaxoSmithKline
Carrefour
Top ten overall product
categories (2008)
Media expenditure
US$ (000s)
50,179
48,986
43,682
32,075
27,441
26,356
25,671
21,142
19,159
18,594
Media expenditure
Category
US$ (000s)
Groups/organisations
204,339
Commercial property
172,684
Communication
154,384
Hygiene & beauty
127,341
Food
121,977
Social institutions
116,292
Pharmaceuticals
72,856
Auto
63,426
Entertainment
59,190
Cleaning products
53,742
Top media
owners (2008)
Owner
Grupo Clarin
Grupo Infobae
Grupo Vila
Grupo La Nacion
24
BRAZIL: ECONOMIC DATA
BRAZIL
ECONOMIC DATA
1 US$ = Reals
2001
2.35
2002
2.92
2003
3.08
2004
2.92
2005
2.43
2006
2.18
2007
1.95
2008
1.83
1,941
14.2
2,366
7.1
2,147
10.6
2,449
3.5
2,370
10.4
2,594
5.9
2,598
9.6
2,744
5.8
2,890
11.2
2,890
5.3
Gross Domestic Product (Reals billion)
at current prices
% change
at 2008 prices
% change
1,302
10.4
2,105
3.3
1,478
13.5
2,202
4.6
1,700
15.0
2,209
0.3
Gross Domestic Product per capita (Reals)
at current prices
at 2008 prices
7,369
8,250
11,912 12,294
9,364 10,560 11,539 12,595 13,663 15,053
12,167 12,870 13,163 13,784 14,434 15,053
at current prices
554.1
506.1
552.5
663.9
882.2 1,089.6 1,334.2 1,575.6
Gross Domestic Product per capita (US$)
at current prices
3,136
2,825
3,043
3,611
4,741
5,791
7,017
8,208
176.7
179.1
181.5
183.9
186.1
188.2
190.1
192.0
67.1
8.5
77.0
14.7
82.0
6.6
87.7
6.8
91.4
4.2
94.7
3.6
100.0
5.6
0.65
0.67
0.70
0.74
0.71
0.73
0.73
26.4
40.1
19.4
25.2
18.7
Population
Millions
2008=100
% change
61.9
6.8
0.72
at current prices
-26.0
-16.5
11.1
25
BRAZIL: ADVERTISING EXPENDITURE/POPULATION
Advertising expenditure in US$ million at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
6,417
4,295
5,365
3,968
3,313
3,680
4,653
6,518
7,784
9,742
11,563
Newspapers
1,444
975
1,154
844
664
664
796
1,087
1,244
1,631
1,894
Magazines
603
429
566
415
314
348
400
592
693
853
1,002
TV
3,832
2,468
3,105
2,334
2,014
2,237
2,941
4,141
5,021
6,258
7,384
Radio
258
206
263
189
152
166
207
280
335
403
498
Source: InterMeios Research, ZenithOptimedia
2. Includes agency commission
3. Includes classified
4. Includes production costs to 2004; excludes from 2005
5. TV includes cable
6. Internet excludes search
Tobacco: Banned before 10pm.
Alcohol: Banned before 9pm.
POPULATION
Land area (km²)
Capital city
Language
Currency
8,459,417
Brasilia
Portuguese
Real
Population by age
0-14
15-64
65+
Total
Male
(000s)
27,093
65,804
5,374
98,271
Female
(000s)
26,062
67,048
7,358
100,468
Total
(000s)
53,155
132,852
12,732
198,739
26
281
217
278
185
168
210
55
232
77
22
284
112
28
295
167
40
280
278
49
322
415
BRAZIL: TELEVISION
TELEVISION
Source: Mídia Dados
DVD
MMDS
Satellite dish - total
13.9%
6.4%
0.7%
3.5%
Main channels
Channel
Globo
SBT
Record
Bandeirantes
Rede TV!
Gazeta
CNT
MTV
Play TV
Technical
penetration
(%)
98.4
86.6
75.7
58.6
57.0
5.5
4.2
2.8
1.5
27
BRAZIL: TELEVISION
Share of viewing
Share of viewing (%)
Channel
Globo
SBT
Record
Bandeirantes
Rede TV!
Other
2007
Individuals
47.6
14.6
14.6
4.6
2.2
16.4
Top ten television
advertisers (2007)
Advertiser
Casas Bahia
Unilever
Ambev
Insinuante
Ford
Colgate Palmolive
Coca-Cola
Fiat
Bradesco
Grupo Pao de Acucar
Top ten television product
categories (2007)
TV expenditure
US$ (mill)
791.2
614.6
205.5
146.5
142.9
140.2
132.8
127.3
118.0
111.7
Category
Retail
Finance
Personal care
Consumer services
Public/social services
Beverages
Culture & leisure
Vehicles
Telecoms
Food
Source: Monitor Evolution
28
TV expenditure
US$ (mill)
3,648.4
1,340.7
1,117.8
787.3
763.0
757.4
673.3
672.7
610.0
588.3
BRAZIL: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Folha de São Paulo
O Globo
Extra
O Estado de São Paulo
Super Noticia
Meia Hora
Zero Hora
Diario Gaucho
Correio do Povo
Lance!
O Dia
Jornal do Brasil
Agora São Paulo
Estado de Minas
Diario de São Paulo
Gazeta Mercantil
O Amarelinho
A Tribuna
Expresso da Informacao
Correio Braziliense
Jornal da Tarde
Valor Economico
Gazeta de Povo
Daqui
Diario Catarinense
Aqui MG
Dairio do Nordeste
Circulation
(000s)
303
280
274
241
239
206
176
155
154
113
112
100
83
73
73
70
64
59
58
55
53
52
46
45
43
41
41
Source: IVC
Top ten newspaper
advertisers (2007)
Top ten newspaper
product categories (2007)
Advertiser
US$ (mill)
Casas Bahia
586.4
Ponto Frio
119.0
Hyundai Caoa
114.2
General Motors
112.2
Cyrela
100.3
Casa e Video
80.3
Supermercado Guanabara
78.8
CVC
78.2
Vivo
73.1
Claro
62.2
Category
US$ (mill)
Retail
2,811.6
Real estate
1,403.3
Consumer services
742.3
Culture & leisure
586.0
Vehicles
518.2
Media
437.7
Finance & insurance
328.4
Public & social services
221.9
Telecommunications
221.2
Internet
115.0
29
BRAZIL: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
bm=bimonthly q=quarterly
Title
General interest
Veja (w)
Época (w)
Seleções (m)
IstoÉ (w)
Veja Sao Paulo (w)
Veja Rio (w)
Carta Capital (w)
Women's
Claudia (m)
Nova (m)
Marie Claire (m)
Viva Mais (w)
Ana Maria (w)
Estilo de Vida (m)
Malu (w)
Criativa (m)
Dona & Cia (m)
Elle (m)
Sou + Eu (w)
7 Dias com Voce (w)
Uma (m)
Vogue (m)
Mais Feliz (w)
Cabelos Beleza & Cia (m)
Corpo & Plastica (bm)
Celebrity
Caras (w)
Contigo (w)
Quem Acontece (w)
IstoÉ Gente (w)
Flash (w)
Men's
Playboy (m)
Men's Health (m)
VIP (m)
Sexy (m)
G Magazine (m)
DOM (m)
UM (m)
Circulation
2007
(000s)
1,094
418
397
344
343
104
32
403
225
171
168
167
122
94
81
70
67
50
42
40
34
22
21
4
279
139
91
61
14
222
103
64
48
18
11
11
30
BRAZIL: MAGAZINES
Magazines cont.
w=weekly m=monthly
bm=bimonthly q=quarterly
Title
Science & culture
Superinteressante (m)
Galileu (m)
Aventuras na Historia (m)
Planeta (m)
Mundo Estranho (m)
Piaui (m)
Mente & Cerebro (m)
Scientific American (m)
Bravo (m)
Historia Viva (m)
Entre Livros (m)
Business
Voce (m)
Exame (q)
IstoÉ Dinheiro (w)
Epoca Negocios (m)
HSM Management (bm)
Meu Proprio Negocio (m)
Conjuntura Economica (m)
Cuisine
Receita Minuto (m)
Menu (m)
Gula (m)
Sabor & Vida Diabeticos (m)
Lifestyle/health
Boa Forma (m)
Saude (m)
Corpo a Corpo (m)
Vida Simples (m)
Dieta Ja (m)
Viva Saude (m)
Estilo Natural (m)
Television
Monet (m)
Tititi (w)
Minha Novela (w)
TV Brasil (w)
Guia da TV (w)
Revista da TVA (m)
Chega Mais (w)
TV Novelas (w)
Circulation
2007
(000s)
343
129
59
55
54
30
23
21
20
19
9
187
177
68
57
24
13
6
42
32
28
15
197
172
54
42
15
13
8
181
123
99
65
49
48
43
40
31
BRAZIL: MAGAZINES
Top ten magazine
advertisers (2007)
Category
Unilever
Casas Bahia
Avon
Bradesco
Vivo
Ford
BCO ABN Amro Real
Mitsibushi
L'Oréal
Ambev
Top ten magazine product
categories (2007)
US$ (mill)
52.9
30.9
30.1
28.4
25.8
22.5
20.9
20.8
20.4
18.5
Top ten publishing
houses (2008)
Publisher
Abril
Panini
Alto Astral
Escala
Europa
Segmento
On Line
Digerati
Globo
Motor Press
Category
US$ (mill)
Retail
296.5
Culture & leisure
229.2
Personal care
222.7
Consumer services
211.8
Finance
203.6
Clothing
197.4
Vehicles
192.5
Media
171.0
Telecoms
90.4
Beverages
89.6
No. of
titles
107
54
22
19
18
18
15
14
14
13
Source: Editoras, April 2008
32
BRAZIL: RADIO
RADIO
Number of commercial radio stations: 3,988
Number of radio households: 49,500,000 (98.0.%)
Main stations
Station
Type
Globo AM
news/sport
Rede Bandeirantes
news/music
Jovem Pan Sat
news/music
Rede Gauche Sat
Rede Atlantida
Rede Band
Rede Transamerica Pop
Rede Transamerica Hits
Rede Transamerica Light
Band News
American Sat - Super Sucesso
CBN
Antena 1 Sat
Top ten radio
advertisers (2007)
Top ten radio product
categories (2007)
Radio expenditure
Category
US$ (mill)
DM Farmaceutica
77.5
Casas Bahia
36.1
Bradesco
15.6
Prezunic
15.1
HSBC
14.3
Supermercado Guanabara
11.2
Volkswagen
10.6
Ford
9.9
Claro
9.6
Itau
9.5
Radio expenditure
Category
US$ (mill)
Retail
225.3
Consumer services
147.3
Finance
136.8
Culture & leisure
107.4
Pharmaceuticals
78.9
65.7
Media
56.7
Vehicles
44.5
Beverages
36.0
Telecoms
35.3
33
BRAZIL: OUTDOOR
OUTDOOR
Top ten outdoor
advertisers (2007)
Top ten outdoor product
categories (2007)
Outdoor expenditure
Category
US$ (mill)
TIM
1,123
Unilever
857
Avon
740
Claro
604
La Violetera
471
L'Oréal
465
Contrutora MRV Engenharia
434
McDonald's
385
Coca-Cola
379
Coorporacao Uniao Sul
356
Outdoor expenditure
Category
US$ (mill)
Consumer services
15.2
Retail
9.3
Clothing
4.1
Culture & leisure
2.8
Telecoms
2.7
Personal care
2.3
Finance
2.0
1.6
Media
1.1
Food
1.0
34
BRAZIL: CINEMA
CINEMA
Number of cinema screens: 1,916
Cinema audience profile
Age
10-14
15-19
20-29
30-39
40-49
50-64
65+
Sex
Male
Female
Class distribution
A1
A2
B1
B2
C
D
%
11
23
33
15
9
6
3
%
51
49
%
11
21
23
20
20
5
Top ten cinema
advertisers (2007)
Category
Unilever
Coca-Cola
Ford
Kaiser
Ambev
IG
Fiat
Pepsico
Claro
Unibanco
Top ten cinema product
categories (2007)
Outdoor expenditure
US$ (mill)
23.8
16.9
16.7
9.4
7.8
5.8
4.7
2.9
2.8
2.4
Outdoor expenditure
Category
US$ (mill)
Beverages
40.7
Vehicles
25.7
Personal care
21.1
Finance
14.5
Consumer services
11.5
Internet
11.0
Media
9.8
9.0
Food
6.7
Culture & leisure
5.8
35
BRAZIL: INTERNET/OVERALL
INTERNET
Homes with internet connection: 24,537,375 (45%)
Ind. 10+ population with internet access: 33%
Age
10-14
15-19
20-24
25-29
30-39
40-49
50+
Sex
Male
Female
Class distribution
AB
C
DE
%
15
18
16
12
17
12
10
%
50
50
%
50
37
13
OVERALL
Top ten overall corporate
advertisers (2007)
categories (2007)
Media expenditure
Advertiser
US$ (mill)
Casas Bahia
1,451.9
Unilever
755.8
Ambev
280.4
Ford
269.1
Fiat
260.0
General Motors
230.8
Vivo
229.5
Claro
214.8
Colgate Palmolive
210.0
Bradesco
204.4
Media expenditure
Category
US$ (mill)
Retail
7,229.1
Finance
2,220.4
Consumer services
1,971.6
Vehicles
1,701.3
Culture & leisure
1,688.0
Real estate
1,690.8
Personal care
1,642.0
Media
1,350.3
1,194.1
Telecoms
1,159.4
36
CANADA: ECONOMIC DATA
CANADA
ECONOMIC DATA
2001
2002
1 US$ = 1.07 C$ at 2008 rate
2003
2004
2005
2006
2007
2008
1,290
6.2
1,407
4.3
1,369
6.1
1,460
3.8
1,439
5.2
1,505
3.1
1,531
6.4
1,567
4.1
1,602
4.6
1,602
2.3
40.3
44.0
42.4
45.2
44.1
46.1
46.5
47.6
48.2
48.2
1,209
1,318
1,283
1,368
1,349
1,410
1,435
1,468
1,502
1,502
Gross Domestic Product (C$ billion)
at current prices
% change
at 2008 prices
% change
1,107
3.0
1,292
0.5
1,155
4.3
1,318
2.0
1,215
5.2
1,349
2.3
Gross Domestic Product per capita (C$ 000s)
at current prices
at 2008 prices
35.7
41.7
36.9
42.1
38.4
42.6
at current prices
at 2008 prices
1,038
1,211
1,082
1,235
1,138
1,264
at current prices
at 2008 prices
33.5
39.1
34.6
39.4
36.0
39.9
37.8
41.2
39.7
42.3
41.3
43.2
43.6
44.6
45.2
45.2
31.0
31.3
31.7
32.0
32.3
32.6
33.0
33.3
87.6
2.2
90.1
2.8
91.7
1.9
93.8
2.2
95.7
2.0
97.7
2.2
100.0
2.3
0.62
0.63
0.63
0.63
0.64
0.63
0.64
5.7
3.8
5.7
3.4
7.7
5.6
5.4
3.2
4.8
2.5
Population
Millions
2008=100
% change
85.7
2.5
0.63
at current prices
at 2008 prices
1.5
-1.0
2.4
0.2
6.5
3.6
37
CANADA: ADVERTISING EXPENDITURE
Advertising expenditure in C$ million at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
6,316
6,539
6,919
7,021
7,190
7,658
8,097
8,557
9,216
9,715
10,185
Newspapers
2,379
2,428
2,581
2,501
2,510
2,529
2,611
2,659
2,635
2,568
2,489
Magazines
451
460
514
541
558
610
647
665
682
718
692
TV
2,312
2,387
2,450
2,553
2,593
2,827
2,963
3,014
3,241
3,299
3,391
Radio
930
965
1,001
1,048
1,080
1,171
1,209
1,313
1,388
1,467
1,547
219
25
243
56
263
110
281
97
273
176
284
237
303
364
344
562
370
900
422
1,241
463
1,602
Advertising expenditure in C$ million at constant 2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
7,895
8,035
8,275
8,192
8,205
8,504
8,828
9,125
9,635
9,940
10,185
Newspapers
2,974
2,983
3,087
2,918
2,864
2,808
2,847
2,835
2,755
2,627
2,489
Magazines
564
565
615
631
637
677
705
709
713
734
692
TV
2,890
2,933
2,930
2,979
2,959
3,139
3,230
3,214
3,388
3,375
3,391
Radio
1,162
1,186
1,197
1,223
1,233
1,300
1,318
1,401
1,451
1,501
1,547
274
31
299
69
315
132
328
113
312
201
315
263
330
397
367
599
387
941
432
1,270
463
1,602
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)
2,873
2,329
2,265
2,460
2,637
1,950
2,008
16,522
Female
(000s)
2,725
2,211
2,238
2,414
2,638
2,009
2,555
16,790
Total
(000s)
5,598
4,540
4,502
4,874
5,275
3,959
4,563
33,312
Source: Statistics Canada, CANSIM July 1 2009
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
3,345
2,005
2,234
1,687
4,871
14,142
Female
(000s)
2,384
3,364
646
1,564
6,603
14,561
Total
(000s)
5,729
5,369
2,880
3,251
11,474
28,703
Source: PMB Fall 2009
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
99.0%
52.9%
74.3%
12.3%
67.0%
66.8%
40.8%
26.3%
Source: TVBasics 2008-2009, BBM Spring 2009 Survey
Average
C$
37.5
49.0-55.0
Cable (digital)
DTH (digital)
Source: Rogers, Bell, Star Choice websites
Main channels
Channel
Commercial
CBC Total
CTV Total
Global Total
SRC
TVA
TQS
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
99.9
99.9
99.5
55.5
40.2
24.7
20
20
24
20
24
23
1,680
1,680
2,016
1,680
2,016
1,680
Source: Infosys BBM-NMR-PPM, Spring 2009
40
CANADA: TELEVISION
Cost/audience
Channel
CBC Total
CTV Total
Global Total
SRC
TVA
TQS
Peak
time
1800-2300
1800-2300
1800-2300
1800-2300
1800-2300
1800-2300
Peak rate
30 sec
C$
3,000
27,000
13,000
5,000
8,000
2,000
Peak adult
audience
(000s)
651
1,093
566
504
763
66
30 sec peak
adult CPT
C$
4.6
24.7
23.0
9.9
10.5
30.3
Average CPT (all commercial channels): C$15.9
Share of viewing & ad revenue
Channel
Non-commercial
Family+
TVO
Treehouse
TFO
VRAK
Commercial
CBC Total
CTV Total
Global Total
SRC
TVA
TQS
2008
Individuals
Adults
1.7
0.6
1.3
0.1
0.6
0.6
0.5
0.6
0.0
0.3
4.1
8.0
4.8
3.6
6.8
0.8
4.3
8.7
5.1
3.7
7.0
0.7
Top ten television programmes (2008)
Programme
CSI
Grey's Anatomy
American Idol 8 AP
House
American Idol 8 AR
ER
Amazing Race 14
Criminal Minds
CSI New York
24
Channel
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
Global Ontario (CIII)+
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
CTV Toronto (CFTO)+
Global Ontario (CIII)+
41
Adult
TVR
11.2
8.6
8.6
8.5
8.3
7.8
7.0
7.0
6.7
6.5
CANADA: TELEVISION
Top ten television
advertisers (2008)
categories (2008)
TV expenditure
Advertiser
C$ (000s)
Procter & Gamble
126,210
GM
74,379
Johnson & Johnson
65,291
Ford Motor Company
56,701
Rogers Communications
53,959
Provincial Government Lotteries
50,934
Government of Canada
48,185
Tim Hortons
43,921
Kraft
42,650
Mars
42,376
TV expenditure
Category
C$ (000s)
Food
447,202
Retail
400,626
Auto
352,270
Entertainment
261,338
Restaurants & night clubs
254,096
Finance & insurance
208,215
Drug products
172,025
Cosmetics & toiletries
149,817
Telecoms
114,315
Government
96,209
Source: NMR Annual Summary 2008
Top television
owners (2008)
Owner
Bell Globemedia
Canadian Broadcasting Corporation
CanWest MediaWorks
Quebecor Media
Corus Entertainment
Astral Media
Cogeco
Rogers Media
Source: CMDC Ownership & Share Report 2008
42
CANADA: NEWSPAPERS
NEWSPAPERS
Newspapers
CircAdult
Full page Adult CPT Full page
ulation readership
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
Title
National dailies
The Globe and Mail - Toronto
National Post - Toronto
Regional dailies
Toronto Star - Toronto
Metro Toronto - Toronto
24 hours - Toronto
Le Journal de Montréal - Montreal
The Toronto Sun - Toronto
The Vancouver Sun - Vancouver
The Gazette - Montreal
The Province - Vancouver
24 heures Montréal - Montreal
Métro Montréal - Montreal
Calgary Herald - Calgary
Ottawa Citizen - Ottawa
Edmonton Journal - Edmonton
24 hours (Vancouver) - Vancouver
Winnipeg Free Press - Winnipeg
Surrey/North Delta Now - Surrey/North Delta
The Chronicle Herald
Niagara This Week - Niagara
The Surrey/North Delta Leader - Surrey/North Delta
Le Soleil - Quebec
The Langley Advance News - Langley
Times Colonist - Victoria
The Windsor Star - Windsor
North Shore News - North Van./West Van.
The StarPhoenix - Saskatoon
The Leader Post - Regina
Metro Ottawa - Ottawa
Ottawa Sun/Sunday Sun - Ottawa
Peterborough This Week - Peterborough
The NOW EMC Ottawa-East - Ottawa
Sudbury Northern Life - Sudbury
The Winnipeg Sun - Winnipeg
Langley Times - Langley
Times & Transcript - Moncton
Le Droit - Ottawa
Metro Halifax - Halifax
Telegraph Journal - Saint John
La Tribune - Sherbrooke
Sault Ste. Marie This Week - Sault Ste. Marie
Peace Arch News - White Rock
Maple Ridge-Pitt Meadows Times - Maple Ridge
43
309
160
883
429
80,892
57,420
91.7
133.8
90,777
66,265
419
278
271
267
184
179
177
166
145
138
134
132
126
126
125
116
109
96
89
83
82
68
67
63
55
50
50
49
47
46
42
40
39
37
37
35
33
32
31
31
30
1,096
450
297
579
631
428
294
419
227
324
285
242
269
220
233
105
183
99
93
156
47
137
143
78
84
81
62
119
55
65
59
110
54
51
89
43
54
45
33
41
44
72,631
14,113
9,568
15,629
11,920
34,745
2,061
17,731
5,568
11,229
21,235
26,939
30,597
6,240
21,281
6,350
14,224
3,807
4,706
1,800
2,293
12,139
23,552
4,234
11,837
13,080
4,332
5,139
5,919
2,577
4,075
4,224
3,210
9,937
4,275
2,702
10,202
6,025
2,875
2,634
1,882
66.3
31.4
32.3
27.0
18.9
81.2
7.0
42.4
24.5
34.7
74.6
111.5
113.9
28.3
91.3
60.3
77.9
38.3
50.4
11.6
49.2
88.3
164.6
54.1
140.4
161.7
70.4
43.1
108.2
39.5
68.6
38.5
59.1
196.8
48.3
62.3
190.7
132.7
88.2
63.6
42.4
21,779
18,582
43,977
2,531
22,831
25,013
32,242
35,011
7,520
5,765
2,300
3,223
14,285
26,493
5,014
14,014
15,366
7,684
3,136
4,781
5,917
3,739
11,637
11,815
3,684
3,516
2,512
CANADA: NEWSPAPERS
Newspapers cont.
CircAdult
ulation readership
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
Title
Regional dailies cont.
Le Devoir - Montreal
Le Quotidien - Chicoutimi
The Chronicle Journal - Thunder Bay
Nugget - North Bay
Daily Gleaner - Fredericton
Vancouver Courier Downtown Edition - Vancouver
The Guardian - Charlottetown
Wheat City Journal - Brandon
The Examiner - Peterborough
The Lethbridge Herald - Lethbridge
Delta Optimist - Delta
The South Delta Leader - S. Delta/Twaw./Ladner
Red Deer Advocate - Red Deer
The Burnaby/New West. NewsLeader - Burnaby
Daily Courier - Kelowna
Brandon Sun - Brandon
Prince George Citizen - Prince George
Standard-Freeholder - Cornwall
Guelph Mercury - Guelph
Packet and Times - Orillia
Coast Reporter - Sunshine Coast
The Intelligencer - Belleville
News - Medicine Hat
The Tri-City News - Coquitlam/Port Coq./Port Moody
The Valley Viewer - Kennebecasis Valley
The Advance - Barrie
Burnaby Now - Burnaby
Daily Press - Timmins
Barrie Examiner - Barrie
The Community Press - Sedgewick
Tribune - Gravelbourg
La Voix de L'Est Le Plus - Granby
The North Shore Outlook - North Van./West Van.
Metro Calgary - Calgary
Thunder Bay's Source - Thunder Bay
The Richmond Review - Richmond
La Voix de l'Est - Granby
Richmond News - Richmond
Sarnia & Lambton County This Week - Sarnia
Seaway News - Cornwall
24 Hours - Ottawa
Prince George Free Press - Prince George
Lethbridge Sun Times - Lethbridge
Orillia Today - Orillia
Chatham This Week - Chatham
Timmins Times - Timmins
West Prince Graphic - Alberton
28
28
27
22
22
21
20
19
18
18
17
16
16
15
15
15
14
13
13
13
13
13
12
11
10
10
10
8
7
3
1
1
-
44
68
54
59
24
33
108
32
19
46
31
48
40
25
54
49
16
30
21
26
18
40
29
28
64
19
55
68
16
36
33
46
25
35
50
43
44
27
45
15
25
29
21
14
17
9
16
1
6,612
3,300
6,381
4,331
4,704
1,987
3,853
1,478
7,577
4,816
1,388
1,729
4,662
4,130
4,214
3,942
3,883
4,064
5,950
4,334
1,197
4,635
3,262
3,361
207
7,056
2,423
3,462
4,334
3,516
726
2,500
2,785
4,549
3,540
2,500
2,234
1,718
3,315
9,568
2,031
1,340
4,351
1,370
1,676
1,987
98.0
61.1
108.2
183.5
144.7
18.5
120.0
79.9
165.1
157.4
28.8
43.0
189.5
76.9
86.0
252.7
129.4
190.8
228.0
243.5
30.2
157.7
115.7
52.3
11.0
128.8
35.9
212.4
119.7
107.5
15.8
100.0
80.7
90.6
81.0
93.6
49.2
112.3
135.3
326.6
95.3
97.1
255.9
150.5
106.7
3,973.2
8,152
7,160
5,113
5,665
2,467
1,772
8,243
5,406
1,868
2,258
5,401
4,718
4,689
4,530
4,368
4,659
7,200
4,784
1,542
5,535
3,777
4,008
3,353
4,202
4,480
976
3,373
4,216
2,864
2,068
3,836
2,325
1,700
1,490
2,462
CANADA: NEWSPAPERS
Newspapers cont.
CircAdult
ulation readership
B/W
B/W
Colour
(000s)
(000s)
C$
C$
C$
Title
Regional dailies cont.
The Advocate - Pictou
The Eastern Graphic - Montague
Record - Sherbrooke
Shoreline Beacon - Port Elgin
Capital News - Kelowna
Metro Vancouver - Vancouver
Kamloops This Week - Kamloops
The Expositor - Brantford
The Hamilton Spectator - Hamilton
The London Free Press - London
The News - New Glasgow
Review - Niagara Falls
The Observer - Sarnia
Star - Sault Ste. Marie
The Sudbury Star - Sudbury
Sun Times - Owen Sound
The Telegram - St. John's
24 Hours (Calgary) - Calgary
Calgary Sun - Calgary
Cape Breton Post - Sydney
Chatham Daily News - Chatham
Journal Pioneer - Summerside
Kingston Whig-Standard - Kingston
Progres-Dim. - Chic./Jonq./La Baie/Lac St-Jean
Red Deer Life - Red Deer
Trentonian - Trenton
Truro Daily News - Truro
-
3
4
1
0.2
60
139
33
35
219
151
16
47
37
37
40
16
53
18
161
67
26
10
55
52
21
6
16
Source: Adult readership - NADBank 2009, rates (gross) & circulation - CARD
Average CPT (B/W): C$71.5
45
1,029
2,438
1,732
1,084
3,293
7,125
2,621
4,500
11,231
15,203
2,280
4,154
4,214
5,659
5,418
3,522
4,214
2,128
5,920
5,057
2,799
2,589
4,696
2,196
1,836
2,195
342.9
658.9
1,443.0
5,420.8
55.1
51.4
79.7
127.1
51.4
100.5
140.7
88.0
115.1
153.8
135.5
216.1
80.3
120.9
36.7
75.0
106.4
272.5
86.0
106.1
306.0
138.9
1,329
2,913
2,543
1,414
3,758
3,062
5,262
14,126
17,325
2,805
4,913
4,789
6,598
6,113
3,997
5,118
8,502
5,937
3,399
3,286
5,802
2,600
2,550
3,170
CANADA: NEWSPAPERS
Top ten newspaper
advertisers (2008)
Advertiser
C$ (000s)
Chrysler Consolidated Local Car Dealerships
66,864
Chrysler Dodge Jeep Dealers Association
48,045
GM Consolidated Local Car Dealerships
44,273
42,496
BCE Corporation
39,252
Ford Consolidated Local Car Dealerships
36,680
Hyundai
32,917
Pontiac Buick GMC Dealers Association
32,867
Ford Dealers Association
32,723
Misc. real estate developers
32,214
Top ten newspaper product
categories (2008)
Category
Retail
Auto
Local auto dealers
Real estate
Entertainment
Travel & transport
Finance & insurance
Telecoms
Media
Education
C$ (000s)
449,009
379,872
318,130
206,639
158,949
146,237
132,622
115,090
64,248
46,977
Top newspaper
owners (2008)
Owner
Quebecor Media
Transcontinental Media
Torstar Daily Newspaper Group/Metroland Publishing
CanWest MediaWorks
Gesca Limited
Bell Globemedia
46
CANADA: MAGAZINES
MAGAZINES
Magazines
Title
Fashion/beauty
Glow
Flare
FASHION Magazine
LOULOU (English)
Elle Canada
Elle Quebec
LOULOU (French)
General interest
Qu'est-ce qui mijote
CAA Mag (ex. Manitoba)
Reader's Digest
Touring (French & English)
Famous
Teen Tribute
Starweek
Westworld
Tribute
Movie Entertainment
Can. Health&Lifestyle
Primeurs
Maclean's
Our Canada 1
Prof. Speaking
Canadian Geographic
Financial Post Bus.
Vervegirl
People
Good Times
EnRoute
Golf Canada
ParentsCanada 1
British Columbia Mag.
Profit
MoneySense
NOW Magazine
Outdoor Canada
Canadian Business
Ontario OUT OF DOORS
Toronto Life
Adult
Circulation readership Colour
Colour
B/W
(000s)
(000s)
C$
C$
C$
401
149
147
142
131
81
71
1,057
1,518
2,028
693
1,699
788
332
22,000
22,220
20,970
16,308
16,380
9,930
8,720
20.8
14.6
10.3
23.5
9.6
12.6
26.3
16,100
-
1,760
1,602
851
713
650
600
582
553
500
448
396
379
352
305
216
202
195
192
155
148
147
137
120
114
113
107
106
94
91
90
90
1,392
2,305
6,564
1,171
1,222
984
992
1,255
1,539
1,888
2,477
380
2,414
1,016
290
3,768
1,178
305
3,560
478
1,078
1,415
1,176
1,135
306
846
321
1,544
1,031
591
728
40,869
28,887
40,770
12,995
28,750
17,720
17,793
35,235
19,900
10,300
16,984
7,875
36,700
18,250
1,835
16,950
21,125
13,029
8,950
19,900
14,500
11,995
10,835
18,180
12,725
5,190
10,410
18,180
8,695
14,585
29.4
12.5
6.2
11.1
23.5
18.0
17.9
28.1
12.9
5.5
6.9
20.7
15.2
18.0
6.3
4.5
17.9
42.7
18.7
18.5
10.2
10.2
9.5
59.4
15.0
16.2
6.7
17.6
14.7
20.0
10,715
28,630
1,580
7,460
9,752
14,545
14,545
5,190
8,849
14,545
11,660
47
CANADA: MAGAZINES
Magazines cont.
Title
General interest cont.
VOIR
Affaires Plus
Les Affaires
What's Up Kids Fm Mag.
Cool!
TV Week Magazine
ICI
La Semaine
Le Mag. Enfants Quebec
MIRROR
Sentier Chasse-Peche
Canadian Health
Ontario Golf
Vancouver Magazine
Beaver
City Parent
Commerce
HOUR
Ottawa Magazine
Star Inc
Summum
Cote Jardins
Inside Entertainment
Le Lundi
CAA Mag (Manitoba)
Derniere Heure
Echos Vedettes
Eye Weekly
Famous Quebec
Hockey News Magazine
L'actualite
Le Magazine Jobboom
Quebec Science
Rept on Business Mag.
Selection Readers Digest
Star Systeme
The Health Journal 1
TV 7 Jours/TV Hebdo
Adult
Colour
B/W
(000s)
(000s)
C$
C$
C$
86
81
80
76
75
64
64
64
62
61
61
53
47
47
44
43
37
36
35
29
29
26
25
25
-
500
270
271
468
364
235
90
559
223
127
478
1,244
235
313
348
108
127
103
138
495
247
312
1,548
513
210
297
298
213
182
1,997
860
411
262
1,315
1,064
343
1,108
719
48
9,585
9,900
5,045
3,985
7,650
8,185
5,795
8,470
5,395
7,705
6,025
5,925
4,335
6,510
3,392
4,710
7,095
10,747
11,550
18,565
3,975
3,630
25,325
13,230
4,760
8,700
9,770
35.5
21.2
13.9
17.0
13.7
36.7
12.1
6.8
23.0
24.6
17.3
46.7
31.4
13.2
13.7
15.1
13.8
59.0
5.8
21.6
9.7
13.9
19.3
12.4
13.9
7.9
13.6
12,379
7,551
2,690
3,867
7,151
3,668
4,790
6,695
4,399
2,145
4,400
3,867
-
CANADA: MAGAZINES
Magazines cont.
Title
Home & lifestyle
What's cooking
Food & Drink
Style at Home
Can. House & Home
Western Living
Canadian Gardening
Harrwsmth Cntry Life
Can. Home Workshop
Decoration Chez-Soi
Ricardo
Cottage Life
Fleurs/Plantes/Jardn
Les Idees De Maison
Decormag
Renovation Bricolage
Women's
Chatelaine (English)
Canadian Living
Homemakers
Coup de Pouce
Chatelaine (French)
Alive
Today's Parent
Bel Age Magazine
Madame
Canadian Family
7 Jours
Clin D'Oeil
Femme D'Aujourd'hui
Moi&cie
Tout Simplmt Clodine
Adult
Colour
B/W
(000s)
(000s)
C$
C$
C$
1,760
505
230
227
187
147
120
105
76
75
72
68
66
-
3,705
2,304
1,602
2,361
585
1,980
772
1,063
744
511
956
465
746
677
564
40,869
19,348
15,950
19,853
20,410
13,540
8,500
10,000
10,250
12,195
6,874
6,800
4,905
11.0
8.4
10.0
8.4
34.9
6.8
11.0
9.4
20.1
12.8
14.8
9.1
8.7
4,170
6,500
-
572
517
376
206
196
173
171
136
108
86
85
70
45
36
36
3,768
3,959
1,608
1,254
895
549
1,866
653
293
863
984
697
251
225
397
49,400
40,315
23,925
13,935
9,500
19,620
7,850
7,780
11,580
13,050
8,520
4,140
5,465
5,720
13.1
10.2
14.9
11.1
17.3
10.5
12.0
26.6
13.4
13.3
12.2
16.5
24.3
14.4
11,501
14,280
17,145
6,479
-
Source: PMB 2008
Average CPT (Colour): C$12.9
49
CANADA: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
C$ (000s)
Procter & Gamble
50,650
L'Oréal
25,785
Kraft
12,692
10,843
Unilever
8,919
Nestlé
8,546
8,347
Johnson & Johnson
7,916
Misc. theatres/clubs
6,573
Quebec Government
5,552
Category
C$ (000s)
Cosmetics & toiletries
99,058
Food
81,787
Retail
59,927
Finance & insurance
57,528
Travel & transport
45,905
Drug products
42,875
Auto
32,562
Apparel
28,764
Hair products
26,601
Entertainment
20,888
Top magazine
owners (2008)
Owner
St.Joseph Communications
Rogers Media
Quebecor Media
Gesca Limited
CanWest MediaWorks
50
CANADA: RADIO
RADIO
Number of radio households: 13,007,610 (99.0%)
Source: CMDC Media Digest 2009/10, TV Basics 2008-2009
Source: CMDC Media Digest 2009/10
Source: CMDC Media Digest 2009/10
Costs/audiences
M-F=Monday to Friday
Station
Main regional
CFGLFM - Montreal
CFMJ - Toronto
CFMZFM - Toronto
CFNYFM - Toronto
CFQRFM - Montreal
CFRB - Toronto
CFTR - Toronto
CFXJFM - Toronto
CFZM - Toronto
CHFIFM - Toronto
CHMPFM - Montreal
CHOMFM - Montreal
CHUM - Toronto
CHUMFM - Toronto
CHWO - Toronto
CIDCFM - Toronto
CILQFM - Toronto
CINF - Montreal
CINGFM - Toronto
CINW - Montreal
CITEFM - Montreal
CJAD - Montreal
CJAQFM - Toronto
CJCL - Toronto
CJEZFM - Toronto
CJFMFM - Montreal
CJPXFM - Montreal
CJRTFM - Toronto
CKAC - Montreal
CKDX - Toronto
CKFMFM - Toronto
CKGM - Montreal
Type
Peak
time
adult contemporary
sports/talk
hot adult contemporary
modern rock
adult contemporary
news/talk
news
urban
adult contemporary
adult standards
news/talk
classic rock
gold/oldies (50s-70s)
adult standards
dance/top 40
classic rock
news/talk
country
news/talk
adult contemporary
news/talk
sports
adult contemporary
classical/fine arts
jazz
sports
adult contemporary
sports
1000-1500 M-F
0530-1000 M-F
1000-1500 M-F
0500-1000
1000-1500
0500-1000 M-F
0500-1000 M-F
1500-2000 M-F
1000-1500 M-F
1000-1500
0600-1000 M-F
1000-1500 M-F
1000-1500 M-F
1000-1500
1000-1500 M-F
1500-2000 M-F
1000-1500
1000-1500
1000-1500
1000-1500
1000-1500 M-F
0600-1000 M-F
1000-1500 M-F
0500-1000
1000-1500 M-F
1000-1500 M-F
1000-1500 M-F
1000-1500
1500-1900
1000-1500 M-F
1000-1600 M-F
1500-1900 M-F
51
Peak rate Peak adult 30 sec peak
(30 sec) audience adult CPT
C$
(000s)
C$
353
75
175
190
225
110
553
100
200
170
500
150
50
645
100
175
305
24
60
24
235
105
105
140
160
190
50
94
150
30
150
40
62
15
56
30
28
87
76
15
29
87
63
32
65
65
46
29
51
3
11
3
40
29
18
14
52
37
15
16
21
14
30
4
5.7
5.2
3.1
6.3
8.0
1.3
7.3
6.6
7.0
2.0
8.0
4.7
0.8
9.9
2.2
6.1
6.0
7.1
5.4
9.5
5.9
3.6
5.8
9.7
3.1
5.2
3.2
6.0
7.2
2.1
5.1
8.9
CANADA: RADIO
Costs/audiences cont.
M-F=Monday to Friday
Station
Main regional cont.
CKLXFM - Montreal
CKMFFM - Montreal
CKOIFM - Montreal
WYULFM - Montreal
Type
Peak
time
jazz
top 40
top 40
top 40
1000-1500
0600-1000 M-F
1000-1500
1500-1900 M-F
(30 sec) audience adult CPT
C$
(000s)
C$
20
245
275
40
2
32
32
5
Source: BBM S1 2009, ZenithOptimedia estimates
Note: Toronto is based on avergae quarter hour aud., Montreal is based on average minutes aud.
Average CPT (all commercial stations): C$5.1
52
8.0
7.8
8.5
7.7
CANADA: RADIO
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
C$ (000s)
15,939
Sears
15,302
Ontario Government
15,101
Provincial Government Lotteries
11,252
10,238
Labatt Breweries
9,376
BCE Corporation
9,247
Tim Hortons
9,056
George Weston
8,940
Home Depot
8,858
Radio expenditure
Category
C$ (000s)
Retail
130,396
50,573
Finance & insurance
44,003
Auto
37,387
Government
33,091
Telecoms
28,530
Entertainment
26,009
Travel & transport
24,570
Petroleum products & auto services
21,891
Alcohol
20,476
Top ten radio
owners (2008)
Top ten radio
sales houses (2008)
Owner
NewCap Broadcasting
Corus Entertainment
Standard Radio
Rogers Media
CHUM Limited/CTVGlobeMedia
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
53
CANADA: OUTDOOR
OUTDOOR
Type/size of display
Traditional
Poster
Bulletins & spectaculars
Backlit posters
Street furniture
Mural advertising
Outdoor digital
Mall poster
Place-based
Street level "C" stores
Classic & miniboard
Extra lit & backlitboard
Mega lit & bigboard
Digital screen & eboard
Number of
sites
Cost per panel
per month C$
19,212
868
381
22,277
45
35
1,705
132,635
13,000
5,000
1,256
-
10,700
39,048
726
521
118
87
180
850
1,600
180
Source: COMB MDR April 2009, CARD, Rates based on Toronto CMA
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
C$ (000s)
Telus Corporation
36,271
BCE Corporation
23,084
21,947
9,150
McDonald's
9,061
Molson Coors
8,233
Tim Hortons
7,869
Ontario Government
7,311
Astral Media
6,621
Labatt Breweries
6,175
Outdoor expenditure
Category
C$ (000s)
Telecoms
84,882
Retail
52,258
Finance & insurance
43,410
34,352
Food
34,026
Media
32,783
Entertainment
28,807
Alcohol
27,556
Travel & transport
25,894
Auto
23,951
Top outdoor contractors (2008)
Contractor
Pattison
CBS Outdoor Canada
Astral Media Outdoor
Zoom Media
NEWAD
Gallop & Gallop
Clear Channel Outdoor
Source: COMB MDR April 2009
54
CANADA: CINEMA
CINEMA
Source: Statistics Canada
per week: C$116
Source: CARD, Cineplex Media, Full Motion, National - All chains
national campaign: 2,335
Source: CARD, Cineplex CARD, Cineplex Media, Full Motion, National - All chains
Trend in admissions
2005
2006
2007
Admissions
(mill)
101.0
102.9
104.5
Gross takings
C$ (000s)
1,152
1,200
1,311
Source: Statistics Canada
Top cinema owners (2008)
Age
16-24
25-34
35-49
50+
Sex
Male
Female
Income C$/per year
Less than 19,999
20,000-24,999
25,000-34,999
35,000-49,999
50,000-74,999
75,000+
Owner
Cineplex Entertainment
Cinemas Guzzo
Stinson Theatres
AMC
Rainbow Cinemas & Magic Lantern Theaters
%
14.7
18.1
27.8
27.1
%
47.7
52.3
Source: Company websites
Top cinema sales houses (2008)
%
7.2
2.7
7.3
12.8
22.1
47.7
Source: PMB 2009 Fall 2-Year Readership
and Product Database
Sales house
Adfilms
Cineplex Media
GTV Cinemas
In Theatre Media
Ozoners Network
Source: CARD
55
CANADA: INTERNET
INTERNET
Adult internet users with home broadband: 21,635,754
Typical monthly cost of internet access: C$19.95-C$59.95
At home
At work
Total
Per day
Adults
94
102
196
Cost of display ads
Type
C$
Banner
20
Pop-up
35
Streaming video
35
Voken
30
E-newsletter
50-60
Opt-in email
150-300
Source: Interactive Advertising Bureau Canada
Age
16-24
25-34
35-54
55-64
65+
Sex
Male
Female
Income C$/per year
Less than 19,999
20,000-24,999
25,000-34,999
35,000-49,999
50,000-74,999
75,000+
Top ten search keywords
%
19.5
18.6
38.3
10.8
7.9
%
50.7
49.4
%
7.1
3.1
7.6
12.8
22.0
47.2
56
Keyword
facebook
toronto
youtube
lyrics
weather
hotmail
google
games
yahoo
kijiji
C$
0.50-1.00
-
Source: Interactive Advertising Bureau
Canada, Google 2008
CANADA: INTERNET
Top ten internet sites (2008)
Site
Google Ad Network
AOL Advertising
Casale Media
ValueClick Networks
Sympatico - MSN
Facebook
Yahoo! Network
Microsoft Media Network
Yahoo! Sites
Tribal Fusion
Top ten search engines (2008)
Unique visitors
per month
22,195
21,287
20,630
20,324
19,749
19,043
18,668
18,483
16,645
16,179
Search engine
Google Search
Bing
Ask Network
Yahoo! Search
Windows Live Homepage
Nexplore
PlusNetwork
Infospace Web Search
Tattoodle
AOL Search Network
Searches
per month
707,377
88,861
53,696
50,457
12,831
5,563
4,968
4,105
2,954
2,724
Source: ComScore, MyMetrix Aug 2008
Source: ComScore, MyMetrix Aug 2008
Top ten internet
advertisers (2008)
Top ten internet product
categories (2008)
Internet expenditure
Advertiser
C$ (000s)
Procter & Gamble
13,687
Microsoft
11,118
10,354
RBC Financial Group
7,625
Transcontinental
7,460
5,470
Rogers At Home
4,982
Toronto-Dominion Bank
4,513
World Vision Org.
4,131
CBS
4,065
Category
C$ (000s)
Internet
39,613
Computers
17,654
Magazines
17,339
Travel services
15,711
Dating services
14,624
Credit cards
13,885
Consumer electronics
12,749
Consumer banking
11,216
Religion & charity
10,664
Cable/satellite TV
10,255
Source: Evaliant 2008
Source: Evaliant 2008
57
CANADA: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
70.0
-
Weekly
94.1
47.8
91.3
7.8
-
Monthly
99.3
90.4
80.0
26.3
73.6
Source: Infosys BBM-NMR-PPM, NADBank 2008, PMB Fall 2009, BBM Radio
Databook 2008-2009, OMAC CAD vs USA 2005, Statistics Canada
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
C$ (000s)
Procter & Gamble
181,789
139,483
108,286
GM
100,213
BCE Corporation
100,081
Telus Corporation
96,884
Provincial Gov't Lotteries
83,597
Johnson & Johnson
74,699
Ontario Government
74,163
Ford
72,966
Media expenditure
Category
C$ (000s)
Retail
1,092,217
Auto
826,042
Food
593,684
Entertainment
495,991
Finance & insurance
485,778
Telecoms
358,126
357,542
Local auto dealers
346,377
Travel & transport
327,176
Drug products
286,205
Top ten media owners (2008)
Owner
Bell GlobeMedia
CanWest MediaWorks
Torstar
Quebecor Media
Rogers Media
Corus Entertainment
Astral Media
Pattison Group
Source: ZenithOptimedia estimates
58
COLOMBIA: ECONOMIC DATA
COLOMBIA
ECONOMIC DATA
2001
2002
1 US$ = 1,968 Peso at 2008 rate
2003
2004
2005
2006
2007
2008
257.7
12.8
319.0
6.5
285.3
10.7
336.0
5.3
320.3
12.3
361.9
7.7
357.4
11.6
382.6
5.7
392.1
9.7
392.1
2.5
Gross Domestic Product (Peso trillion)
at current prices
% change
at 2008 prices
% change
188.6
7.8
281.5
-0.1
203.5
7.9
285.7
1.5
228.5
12.3
299.5
4.8
Gross Domestic Product per capita (Peso million)
at current prices
at 2008 prices
4.5
6.6
5.0
7.0
5.5
7.2
6.1
7.5
6.5
7.7
7.3
8.3
8.1
8.6
8.7
8.7
131.0
162.1
145.0
170.7
162.8
183.9
181.6
194.4
199.3
199.3
at current prices
at 2008 prices
95.8
143.1
103.4
145.2
116.1
152.2
at current prices
at 2008 prices
2.3
3.4
2.5
3.5
2.8
3.6
3.1
3.8
3.3
3.9
3.7
4.2
4.1
4.4
4.4
4.4
42.4
41.1
41.7
42.4
43.7
43.7
44.4
45.0
71.2
6.3
76.3
7.1
80.8
5.9
84.9
5.1
88.5
4.2
93.4
5.5
100.0
7.0
1.25
1.21
1.05
2.08
2.15
1.91
1.92
6.9
0.9
148.7
136.6
14.2
9.5
12.5
6.6
17.0
9.3
Population
Millions
2008=100
% change
67.0
8.0
1.31
at current prices
at 2008 prices
4.3
-3.4
-5.3
-10.9
-5.7
-12.0
59
COLOMBIA: ADVERTISING EXPENDITURE
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
1,111
1,024
1,031
1,075
1,018
960
1,026
2,230
2,582
2,896
3,505
Newspapers
227
203
203
250
232
230
258
348
391
430
565
Magazines
71
63
63
66
63
65
76
112
127
138
183
TV
636
592
598
660
619
572
580
1,346
1,640
1,846
1,782
Radio
177
166
167
99
104
93
112
423
424
483
975
Source: Ibope
Notes:
1. After estimated discounts until 2004, before discounts from 2005
3. Excludes classified until 2006, includes from 2007
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.
60
COLOMBIA: POPULATION
POPULATION
1,109,104
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)
6,873
4,297
3,324
2,877
2,309
1,453
1,328
22,461
Female
(000s)
6,578
4,153
3,483
3,113
2,525
1,586
1,602
23,040
Total
(000s)
13,451
8,450
6,807
5,990
4,834
3,039
2,930
45,501
Female
(000s)
1,738
2,898
508
8,283
9,613
23,040
Total
(000s)
3,432
5,723
1,003
16,358
18,985
45,501
Source: DANE
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
1,694
2,825
495
8,075
9,372
22,461
Source: DANE
AB = higher and intermediate managerial
C1 = supervisory/clerical
C2 = skilled manual
D = semi and unskilled manual
E = subsistence/inactive
61
COLOMBIA: TELEVISION
TELEVISION
Colour
DVD
98.0%
78.4%
72.0%
Source: Comision Nacional de TV
No TV licence fee
Cable (analogue)
Cable (digital)
DTH (digital)
Average
Peso (000s)
40
70
85
Source: Comision Nacional de TV
Main channels
Channel
Non-commercial
Señal Colombia
Canal Institucional
Commercial
Canal RCN
Canal Caracol
Discovery Channel
Animal Planet
TNT
City TV
Fox
Cinemax
National Geographic Channel
ESPN
Canal 13
Cartoon Network
Canal 1
MGM
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
23.3
12.4
24
24
-
93.1
92.3
47.3
47.3
43.3
40.3
36.0
26.7
24.8
24.0
22.8
22.0
21.2
20.9
22
22
24
24
24
22
24
24
24
24
24
24
24
24
2,160
2,109
1,620
499
1,542
-
Source: TGI, Ibope
62
Cost/audience
Channel
Canal RCN
Canal Caracol
Canal 1
City TV
Fox
TelePacífico
TeleAntioquia
TeleCaribe
Cartoon Network
Discovery Channel
TNT
Animal Planet
Canal 13
ESPN
Peak
time
2100-2130
2100-2130
2130-2200
2000-2030
2130-2200
1300-1330
1300-1330
1930-2000
1900-1930
2230-2300
2230-2300
2230-2300
1430-1500
2300-2330
1400-1430
Peak rate
Peak adult
30 sec
audience
Peso (000s)
(000s)
27,126
2,061
29,264
2,336
2,200
285
910
165
1,201
147
630
106
334
71
250
52
814
78
1,494
71
1,100
56
796
48
787
34
352
32
2,395
17
30 sec peak
adult CPT
Peso
13,164
12,528
7,707
5,509
8,188
5,917
4,684
4,791
10,494
21,052
19,542
16,631
23,054
11,122
142,233
Source: Ibope, ZenithOptimedia
Average CPT (all commercial channels): Peso 12,529.8
Channel
Non-commercial
Señal Colombia
Canal Institucional
Commercial
Canal Caracol
Canal RCN
Canal 1
TeleAntioquia
Canal Capital
TeleCaribe
TelePacifico
Canal 13
Canal Tro
TeleCafe
2008
Individuals
Adults
Ad revenue
2008
Peso (mill)
2.5
0.8
2.1
0.8
-
47.1
43.9
2.6
0.7
0.5
0.7
0.5
0.4
0.1
0.1
45.3
45.5
2.9
0.8
0.5
0.8
0.6
0.4
0.1
0.2
1,348,069
1,326,598
182,488
62,203
61,847
41,769
40,648
32,679
32,013
21,261
Source: Ibope
63
Programme
El Cartel
La Hija Del Mariachi
Desafio La Lucha De Regiones
Oye Bonita
Vecinos
Munoz Vale X 2
Nuevo Rico Nuevo Pobre II
Nuevo Rico Nuevo Pobre
El Ultimo Matrimonio Feliz
La Quiero A Morir
Channel
Canal Caracol
Canal RCN
Canal Caracol
Canal Caracol
Canal Caracol
Canal Caracol
Canal Caracol
Canal Caracol
Canal RCN
Canal Caracol
Adult
TVR
13.8
13.6
13.6
12.3
11.7
11.6
11.6
11.1
11.0
10.9
Source: Ibope
Top ten television
advertisers (2008)
Advertiser
Unilever
Procter & Gamble
Quala
Tecnoquimicas
Colgate Palmolive
Postobon
Comcel
Johnson & Johnson
GlaxoSmithKline
Alpina
categories (2008)
TV expenditure
Peso (mill)
63,722
57,729
53,769
53,002
49,116
48,098
45,854
35,425
30,365
29,936
Source: Ibope
Source: Ibope
Top ten television
channels (2008)
Owner
Canal Caracol
Canal RCN
City TV
Canal 1
TeleAntioquia
Canal Capital
Señal Colombia
TeleCaribe
TelePacifico
Canal 13
Category
Media
Pharmaceuticals
Mobile operators
Juice/beverages
Goverment campaigns
Fizzy drinks
Music
Supermarkets
Telecoms
Nappies
TV revenue
Peso (mill)
1,348,069
1,326,598
210,315
182,488
62,203
61,847
43,069
41,769
40,648
32,679
Source: Ibope
64
TV expenditure
Peso (mill)
161,016
151,430
98,835
74,735
92,194
59,822
55,317
49,932
47,728
41,673
COLOMBIA: NEWSPAPERS
NEWSPAPERS
Newspapers
Circulation
Title
(000s)
ADN
390
El Tiempo
240
El Espacio
125
Hoy
77
El Espectador
75
El Colombiano
72
Q´hubo
68
El País
68
El Heraldo
60
Vanguardia Liberal
51
Portafolio
47
Diario del Sur
26
La Tarde
23
La República
23
Adult
readership
(000s)
845
1,017
168
176
407
281
1,085
312
122
86
61
31
-
Full page
Adult CPT Full page
B/W
B/W
Colour
Peso (000s)
Peso
Peso (000s)
14,936
17,682
19,557
53,136
52,230
80,028
6,966
41,464
10,190
6,600
37,468
8,700
12,240
30,084
14,400
25,142
89,586
54,140
2,376
2,191
4,194
22,680
72,653
40,500
23,328
190,916
46,656
12,571
145,669
22,000
4,956
81,594
8,651
9,396
13,932
8,424
272,533
15,001
20,250
35,316
Source: Ibope
Average CPT (B/W): Peso 48,268.6
Top ten newspaper
advertisers (2008)
Advertiser
Dell
Comcel
GM
Sofasa
Dian
U De La Sabana
Almacenes Exito
Carulla y Cia.
Mazda
Kia Motors
Top ten newspaper
Peso (mill)
33,911
17,085
14,594
10,836
10,181
7,574
7,416
6,943
6,421
5,769
Source: Ibope
Category
Peso (mill)
Building & real estate
76,475
Education
64,318
Automotive
63,142
Computers
42,744
Supermarkets
39,741
Goverment campaigns
37,656
Other retail
35,823
Automotive dealers
34,057
Mobile operators
26,885
Magazines
22,444
Source: Ibope
65
COLOMBIA: NEWSPAPERS/MAGAZINES
Top ten newspaper
owners (2008)
Owner
El Tiempo
El Colombiano
El Pais
La Republica
El Espectador
El Heraldo
Vanguardia Liberal
Diario Del Otun
Portafolio
El Mundo
Top ten newspaper
sales houses (2008)
Newspaper revenue
Peso (mill)
467,462
123,737
78,531
49,015
45,906
42,936
35,869
25,939
25,912
23,627
Source: Ibope
Newspaper revenue
Sales house
Peso (mill)
Casa Ed. El Tiempo
524,976
El Colombiano
123,737
El Pais
78,531
La Republica
49,015
El Espectador
45,906
El Heraldo
42,936
Vanguardia Liberal
35,869
Diario Del Otun
25,939
El Mundo
23,627
El Universal
22,282
Source: Ibope
MAGAZINES
Magazines
w=weekly m=monthly bm=bimonthly
q=quarterly
Circulation
Title
(000s)
Semana (w)
198
TV y Novelas (q)
195
Cromos (w)
170
Revista Diners (m)
157
Cambio (w)
127
Avianca (m)
120
Soho (m)
114
Caras (q)
105
Dinero (q)
99
Aló (q)
95
Donjuan (m)
84
Jet Set (q)
81
Shock (m)
79
Fucsia (m)
79
Poder (q)
65
Axxis (m)
61
Vanidades (q)
Tú (m)
Cosmopolitan (m)
Credencial (m)
Casa Viva Cocina (bm)
Selecciones (m)
In Fashion (m)
-
Adult
readership
(000s)
798
1,100
428
219
532
360
241
126
155
168
173
148
226
162
131
61
52
44
43
Source: Ibope
Average CPT (Colour): Peso 39,243.2
66
Full page
Colour
Peso (000s)
18,100
7,896
12,000
13,100
11,500
14,000
13,000
8,525
12,500
6,400
8,800
10,400
8,100
10,400
7,150
8,800
6,270
5,390
6,380
7,490
4,740
4,500
5,962
Adult CPT
Colour
Peso
22,686.8
7,178.8
28,036.7
52,533.0
24,428.7
23,658.9
51,852.2
50,894.6
56,602.6
61,912.1
46,918.4
48,261.9
27,790.1
33,269.6
48,546.6
123,454.8
91,136.3
101,580.1
139,071.6
COLOMBIA: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
Peso (mill)
Unilever
7,428
GM
4,187
Bancolombia
3,967
Beiersdorf
3,934
Sofasa
3,519
Johnson & Johnson
3,412
Avon
2,946
Bavaria
2,524
Belcorp
2,382
Hyundai
2,304
Category
Peso (mill)
Automotive
31,283
24,994
Mobile operators
11,033
Other retail
10,706
Jewellery & watches
10,390
Education
10,383
Facial care
8,855
Hotels & restaurants
8,366
Women's clothing
7,770
Health services
7,582
Source: Ibope
Source: Ibope
Top ten magazine
owners (2008)
Top ten magazine
sales houses (2008)
Owner
Semana
Cromos
Soho
Cambio
Motor
Dinero
TV y Novelas
Caras
Avianca
Carrusel
Magazine revenue
Peso (mill)
56,618
21,742
19,190
17,761
16,384
15,976
14,376
14,193
13,436
10,480
Magazine revenue
Sales house
Peso (mill)
Publicaciones Semana
111,413
Televisa
55,580
Casa Ed. El Tiempo
45,930
Inversiones Cromos
25,259
Abreanuncio
18,552
Edimedios
13,436
E. Gamma
11,747
Conde Nast
11,686
Editora Inmobiliaria
8,843
Multirevistas
8,314
Source: Ibope
Source: Ibope
67
COLOMBIA: RADIO
RADIO
Source: TGI
Source: TGI
Costs/audiences
Station
National
CRC Básica
RCN Básica
W Radio
La FM
Tropicana
Radio Uno
La Mega
Los 40 Principales
Main regional
Candela
Olimpica St.
Emisora Del Atlantico
RadioAktica
Vibra
Rumba St.
Radio Tiempo
(30 sec)
audience
adult CPT
Peso (000s)
(000s)
Peso
Type
Peak
time
news
news
news
news
music
music
music
music
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
3,989
3,900
1,771
1,630
871
355
1,100
1,491
293
140
266
115
183
237
114
189
13,614.3
27,857.1
6,657.9
14,173.9
4,759.6
1,497.9
9,649.1
7,888.4
music
news
news
music
music
music
music
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
0600-0800
286
262
80
389
278
330
162
172
62
54
180
126
27
19
1,665.1
4,227.4
1,483.3
2,162.2
2,206.3
12,222.2
8,536.8
Source: Ibope
Average CPT (all commercial stations): Peso 7,760.7
68
COLOMBIA: RADIO
Top ten radio
advertisers (2008)
Advertiser
Bancolombia
Café Aguila Roja
Comcel
Bavaria
Postobon
Servientrega
BCO Popular
GM
Telefonica Movistar
BCO Davivienda
categories (2008)
Radio expenditure
Peso (mill)
56,622
56,157
46,568
35,152
32,618
27,533
26,174
25,105
23,325
22,252
Radio expenditure
Category
Peso (mill)
Banking/finance
91,211
Goverment campaigns
88,810
Mobile operators
85,440
Couriers
80,061
Coffee & chocolates
71,705
Media
61,681
Insurance
57,388
Entertainment
53,859
Events/shows
49,600
Supermarkets
47,979
Source: Ibope
Source: Ibope
Top ten radio
owners (2008)
Top radio
sales houses (2008)
Radio revenue
Owner
Peso (mill)
Radio Caracol (national)
284,258
RCN Básica
146,690
La W FM
45,988
Radio Caracol AM (Bog.)
37,834
Radio Caracol FM (national)
37,410
Tropicana (Bog.)
34,840
Todelar Basica (national).
33,228
88.9 Radio Uno (Bog.)
32,808
Antena 2 Nacional
27,079
Olimpica St. (Cal.)
26,078
Source: Ibope
69
Sales house
Caracol
RCN
Oro
Others
Todelar
Super
Melodia
Source: Ibope
Radio revenue
Peso (mill)
849,612
744,944
127,146
123,770
79,130
17,768
7,438
COLOMBIA: OUTDOOR
OUTDOOR
Number of
sites
7,800
3,200
1,315
400
123
90
24
5
Paraderos
Transmilenio
Tradicionales (12x4)
Culata
Cerchas
Tubularers
Prismas
LED's
Cost per panel
per month Peso
485,000
860,000
4,600,000
8,150,000
2,850,000
4,750,000
4,000,000
25,800,000
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
Peso (mill)
Colombia Movil
4,539.8
Coca-Cola
3,863.9
Bavaria
3,462.6
Telmex
3,410.9
Almacenes Exito
2,304.9
Comcel
2,047.1
Cerveceria Union
2,005.0
Telefonica Movistar
1,768.0
Colombia Telecomunic
1,311.2
Bancolombia
1,287.0
Outdoor expenditure
Category
Peso (mill)
8,629.3
Mobile operators
8,054.6
Supermarkets
5,239.1
Beer
4,891.5
Telecoms
4,073.6
Fizzy drinks
3,493.4
Goverment campaigns
3,177.2
Automotive
2,934.7
Internet operators
2,785.8
Other liquor
2,702.7
Source: Ibope
Source: Ibope
Top ten outdoor
contractors (2008)
Contractor
Eucol
Metrovia
Ultradifusion
Ope
Valtec
Vallas y Aviso
Efectimedios
Lopez Publicid
Vallas Moderna
Hercas
Outdoor revenue
Peso (mill)
22,979
10,819
10,412
10,388
9,574
6,730
4,996
3,955
3,623
2,988
Source: Ibope
70
COLOMBIA: CINEMA
CINEMA
per week: Peso 1,170,000
Age
12-19
20-24
25-34
35-39
40-44
45-49
50-54
55-64
65-69
Sex
Male
Female
Class
AB
C
D
%
28.1
15.9
27.1
9.6
6.9
5.9
2.9
2.7
0.8
%
47.0
51.0
%
41.0
37.0
22.0
Source: Ibope
71
COLOMBIA: INTERNET
INTERNET
Typical monthly cost of internet access: Peso 80,000
At home
At work
Per day
Adults
120
180
Cost of display ads
Type
Peso
Banner
40,000
Skycraper
40,000
Stay button in home
5,500
Widescreen
70,000
Layer
50,000
Interstitial
70,000
Takeover
70,000
Rich media
70,000
Age
12-19
20-24
25-34
35-39
40-44
45-49
50-54
55-64
65-69
Sex
Male
Female
Class
AB
C
D
%
29.9
14.1
24.5
8.7
6.5
7.6
4.5
3.0
1.2
%
51.0
49.0
%
33.0
38.0
28.0
Source: TGI
72
Search engine
Google
Yahoo
COLOMBIA: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
72.5
34.8
68.4
29.8
Weekly
93.6
12.6
91.0
6.3
47.1
Monthly
98.9
65.6
18.5
82.1
19.1
53.5
Source: Ibope, TGI
OVERALL
Top ten overall
advertisers (2008)
Advertiser
Comcel
Bancolombia
Unilever
Procter & Gamble
Postobon
Bavaria
Colgate Palmolive
Café Aguila Roja
Tecnoquimicas
Colombia Movil
categories (2008)
Media expenditure
Peso (mill)
117,581
90,054
82,588
82,094
81,550
70,020
68,448
58,805
56,492
54,775
Source: Ibope
Source: Ibope
Top ten media
owners (2008)
Owner
Caracol
RCN
Oro
Independientes
Publicaciones Semana
Todelar
Televisa
Casa Ed. El Tiempo
Inversiones Cromos
Eucol
Media expenditure
Category
Peso (mill)
Media
246,673
Mobile operators
233,979
Pharmaceuticals
206,323
Goverment campaigns
204,988
Automotive
172,086
Banking/finance
149,476
Supermarkets
144,697
139,512
Education
134,243
Events/shows
126,756
Media revenue
Peso (mill)
849,612
744,944
127,146
123,770
111,413
79,130
55,580
45,930
25,259
22,979
Source: Ibope
73
COSTA RICA: ECONOMIC DATA
COSTA RICA
ECONOMIC DATA
2001
2002
2003
1 US$ = 516.6 Colones at 2008 rate
2004
2005
2006
2007
2008
Gross Domestic Product (Colones billion)
at current prices
% change
at 2008 prices
% change
5,395
6,061
6,984
8,144
9,512 11,515 13,354 14,983
9.8
12.4
15.2
16.6
16.8
21.1
16.0
12.2
11,391 11,722 12,338 12,807 13,145 14,283 15,140 14,983
-1.3
2.9
5.3
3.8
2.6
8.7
6.0
-1.0
Gross Domestic Product per capita (Colones 000s)
at current prices
at 2008 prices
1,345
2,841
1,478
2,859
1,671
2,952
1,912
3,006
2,197
3,036
2,617
3,246
2,994
3,395
3,315
3,315
Gross Domestic Product (US$ million)
at current prices
at 2008 prices
10,442 11,732 13,518 15,763 18,411 22,290 25,849 29,003
22,049 22,691 23,883 24,790 25,444 27,647 29,306 29,003
at current prices
at 2008 prices
2,604
5,498
2,861
5,534
3,234
5,714
3,700
5,819
4,252
5,876
5,066
6,283
5,796
6,571
6,417
6,417
4.0
4.1
4.2
4.3
4.3
4.4
4.5
4.5
51.7
9.2
56.6
9.5
63.6
12.3
72.4
13.8
80.6
11.4
88.2
9.4
100.0
13.4
0.70
0.65
0.57
0.58
0.56
0.55
0.73
2.7
-8.6
19.2
4.7
16.7
4.7
14.6
4.8
47.2
29.9
Population
Millions
2008=100
% change
47.4
11.2
0.63
at current prices
at 2008 prices
6.8
-4.0
24.4
13.9
6.7
-2.6
74
COSTA RICA: ADVERTISING EXPENDITURE/POPULATION
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
103
103
118
113
106
116
126
143
207
Newspapers
42
39
38
37
35
35
38
45
75
TV
39
38
46
42
38
42
45
49
74
Radio
14
18
22
22
20
23
24
26
28
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 colones (CRC)
Land area (km²)
Capital city
Language
Currency
Source: CIA Factbook
Population
Total
Male
(000s)
2,250
Female
(000s)
2,188
Total
(000s)
4,438
Source: Instituto Nacional de Estadística y Censo (June 2009)
75
Other
8
9
12
12
13
15
18
24
30
COSTA RICA: TELEVISION
TELEVISION
Number of television households: 1,171,875
Source: Instituto Nacional de Estadística y Censos, July 2008
Colour
VCR
DVD
95.8%
17.7%
56.4%
24.3%
1.4%
Source: Instituto Nacional de Estadística y Censos, July 2008
Cable (analogue)
Average
CRC
18,600
Source: Operators
Main channels
Channel
Commercial
Sinart canal 13
Televisora de Costa Rica
Repretel canal 6
Repretel canal 11
Repretel canal 4
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
95
85
75
75
65
17
24
24
24
24
1,428
2,016
2,016
2,016
2,016
Peak
time
1800-2200
1800-2300
1800-2300
1800-2300
1800-2300
Peak rate
30 sec
CRC
186,700
592,000
610,000
305,000
170,000
Peak adult
audience
(000s)
96
425
402
302
138
Cost/audience
Channel
Sinart canal 13
Repretel canal 6
Repretel canal 11
Repretel canal 4
30 sec peak
adult CPT
CRC
1,952.9
1,392.6
1,519.3
1,010.9
1,232.8
Source: Ibope Time
Average CPT (all commercial channels): CRC 1,368.4
76
COSTA RICA: TELEVISION
Channel
Commercial
Sinart canal 13
Repretel canal 6
Repretel canal 11
Repretel canal 4
Cable
Other
2008
Adults
Individuals
1.2
26.0
25.0
10.5
4.4
23.6
9.3
Ad revenue
2008
US$ (000s)
1.4
27.1
26.1
10.9
3.7
22.3
8.5
7,069
5,645
41,944
24,699
11,527
6,180
-
Source: Ibope Time, Media Gurú
Programme
RTN Noticias (Avance)
Avance de Noticias Repretel
Dos Hombres y Medio
El Ultimo Matrimonio Feliz
La Pasion de los Santos
Nunca es Tarde
Sin Rodeos
Jesus
Profecias Ancestrales
La Pasion de Cristo
Channel
Sinart canal 13
Repretel canal 6
Repretel canal 4
Repretel canal 6
Sinart canal 13
Sinart canal 13
Repretel canal 4
Repretel canal 4
Repretel canal 11
Repretel canal 6
Adult
TVR
39.9
39.5
39.0
38.8
38.5
38.2
37.8
37.7
37.7
37.4
Source: Ibope Time
Top ten television
advertisers (2008)
Advertiser
Colgate Palmolive
Unilever
Procter & Gamble
Intercl
Bayer
Dos Pinos
Importadora Monge
Banco Nacional de Costa Rica
Florida Ice & Farm
Almacen Gollo
categories (2008)
TV expenditure
US$ (000s)
5,845.0
5,772.3
4,947.3
3,898.0
2,750.5
2,537.6
2,268.0
2,063.5
2,051.3
2,006.5
Source: Media Gurú
Source: Media Gurú
Top television owners (2008)
Owner
Repretel
Sistema Nacional de Televisión
Category
Electrical stores
Detergent
Toothpaste
Slimming pills
Credit card suppliers
Supermarkets
Electrical appliances
Shampoo
Fast food
Credit cards
TV revenue
US$ (000s)
49,205
78,171
7,069
Source: Media Gurú
77
TV expenditure
US$ (000s)
4,590.2
3,160.1
2,430.9
2,217.2
2,141.9
2,032.4
1,988.2
1,907.7
1,900.6
1,715.0
COSTA RICA: NEWSPAPERS
NEWSPAPERS
Newspapers
N=National d=daily
Adult
w=weekly
Circulation readership
Title
(000s)
(000s)
La Nación (d,N)
120
1,310
Diario Extra (d,N)
110
1,338
La Teja (d, N)
88
1,102
Al Día (d, N)
75
1,265
La Republica (d, N)
27
243
La Prensa Libre (d, N)
25
114
El Financiero (w, N)
15
118
Full page
B/W
CRC (000s)
1,520
1,154
750
693
1,104
495
883
Adult CPT
B/W
CRC
1,160.3
862.5
680.6
547.8
4,543.2
4,342.1
7,483.1
Full page
Colour
CRC (000s)
2,508
1,518
750
963
1,410
746
1,262
Source: Media Gurú, Estudio General de Medios
Average CPT (B/W): CRC 1,202.0
Top ten newspaper
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Banco de Costa Rica
1,444.6
Más x Menos
1,435.6
1,382.9
Instituto Cost. de Electricidad
1,342.7
Autos Veinsa
1,163.5
Almacén Gollo
1,024.9
Importadora Monge
938.5
Autoensambladora
906.8
Megasuper
848.9
Ferretería EPA
839.0
Category
US$ (000s)
Supermarkets
2,844.3
Electrical stores
2,361.4
Private universities
1,959.1
Auto
1,426.4
Hardware stores
1,413.6
State universities
1,211.8
1,189.6
Department stores
1,084.5
Off-road vehicles
1,024.5
Banking
839.5
Source: Media Gurú
Source: Media Gurú
Top newspaper
owners (2008)
Owner
La Nación
La República
La Extra
Al Día
La Teja
La Prensa Libre
Newspaper revenue
US$ (000s)
53,584
9,524
6,636
4,898
1,842
764
Source: Media Gurú
78
COSTA RICA: MAGAZINES
MAGAZINES
Magazines
2w=twice weekly
Adult
Full page
m=monthly
Title
(000s)
(000s)
CRC
4 Sale by Owner (m)
35
74
480,430
Sabores (m)
22
338
934,500
TV Novelas (m)
19
209
Cosmopolitan (m)
17
233
901,746
Vanidades (2w)
16
352
951,843
Selecciones (m)
14
110
651,261
Perfil (2w)
12
622
852,000
Soho (m)
12
145
852,000
Tu (m)
11
92
801,552
National Geographic (m)
7
206
801,552
Pets y Más (m)
7
66
473,417
Ideas (m)
5
68
701,358
Buenhogar (m)
102
Ejercicio y Salud (m)
86
676,310
Sources: Estudio General de Medios, magazines
Average CPT (Colour): CRC 3,795.1
79
Adult CPT
Colour
CRC
6,492.3
2,764.8
3,870.2
2,704.1
5,920.6
1,369.8
5,875.9
8,712.5
3,891.0
7,173.0
10,314.1
7,864.1
Full page
B/W
CRC
480,430
934,500
901,746
951,843
651,261
852,000
852,000
801,552
801,552
473,417
701,358
676,310
COSTA RICA: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Importadora Monge
515.8
Saint Honore
411.3
Bayer
361.2
Johnson & Johnson
346.4
Centenario
344.8
Unilever
337.4
Cefa
333.3
Samsung
308.6
Colgate Palmolive
294.0
Holtermann
281.8
Category
US$ (000s)
Perfume
1,095.5
Housing
995.3
Beach real estate
833.4
Real estate
696.0
Premium hotels
646.1
Electrical stores
617.3
Aftershave
536.0
Whisky
484.9
Skin care
460.5
Beach hotels
451.1
Source: Media Gurú
Source: Media Gurú
Top ten magazine
owners (2008)
Magazine revenue
Owner
US$ (000s)
Vanidades
4,253.5
Summa
3,342.5
Grupo Taca
3,164.4
Estrategi y Negocios
1,570.3
Cosmopolitan
1,565.9
Construir
1,395.4
Vida y Éxito
1,230.2
Teleguía (La Nación)
1,145.2
4 Sale by owner
1,057.9
Mercadeo y Tendencia
980.3
Source: Media Gurú
80
COSTA RICA: RADIO
RADIO
Source: CANARA
Source: EGM Ipsos
Costs/audiences
Station
National
Musical
Omega
Exa
Reloj
Sinfonola
Vox
Columbia Estereo
Columbia
103 Radio
Bésame
Main regional
La Gigante
Sinaí
Type
Peak
time
Peak rate
(30 sec)
CRC
Peak adult 30 sec peak
audience
adult CPT
(000s)
CRC
music
music
music
news/music
music
music
music
news/music
music
music
0900-1300
0800-1300
1000-1300
0700-0900
0830-1300
1000-1300
0900-1330
1300-1500
0800-1315
1000-1300
25,000
21,600
18,000
14,000
12,000
18,000
18,000
15,000
17,500
320
255
253
189
188
184
175
160
159
-
78.1
84.7
71.1
74.1
63.8
97.8
102.9
93.8
-
music
music
0730-0830
1100-1200
5,000
4,300
2,643
5,908
1.9
0.7
Source: EGM Ipsos Hispania
Average CPT (all commercial stations): CRC 14.7
81
COSTA RICA: RADIO
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
US$ (000s)
Más x Menos
1,465.9
800.7
Almacenes Gollo
800.3
Florida Ice & Farm
786.1
Unilever
766.4
Instituto Nacional de Elec.
698.6
Importadora Monge
653.4
Banco Popular y de Des. Com.
621.5
London
567.4
Bayer
543.5
Category
Supermarkets
Electrical stores
Hardware stores
Coffee
Condoms
ONG
Restaurants
Hotels
Source: Media Gurú
Source: Media Gurú
Top ten radio
owners (2008)
Owner
Los 40 Principales
Bésame
Musical
Rock & Pop
Eco
979 Conexión
La Nueva 90.7
Pop 89.1
Radio 103
IQ
Radio revenue
US$ (000s)
104.9
57.8
37.2
36.2
32.8
27.7
25.1
24.8
24.3
21.9
Source: Media Gurú
82
Radio expenditure
US$ (000s)
2,167.6
2,056.5
845.8
845.6
739.1
635.1
611.4
598.9
541.7
527.6
COSTA RICA: OUTDOOR
OUTDOOR
Number of outdoor sites: 28
Type of sites
Type of display
Calles y avenidas
Paradas de buses
Volantes
Exterior de medios de transporte
Exterior de negocios
Mupis
Transporte público en triciclo
Camiones
Autopistas
Afiches publicitarios en supermercados
Camiones/autos pintados
Afiches publicitarios en centros comerciales
Interior de buses
Otras paredes
Teléfonos públicos
Degustaciones
Obras en construcción
Edificios
Perifoneo
Chinamos
Vallas rodantes
Pantallas múltiples
Señaladores de nombres
Postales
Muñecos inflados
Taxis
Aeropuertos
Publicidad aérea
Source: Ibope Time
83
COSTA RICA: OUTDOOR
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
US$ (000s)
Florida Ice & Farm
771.9
Phillip Morris
507.6
Unilever
469.8
McDonald's
461.0
Panamco Tica
438.8
LG Electronics
312.6
Kentucky Fried Chicken
293.7
BCR
285.2
Haycom
239.3
BAC San José
238.6
Outdoor expenditure
Category
US$ (000s)
Chicken restaurants
716.2
Cigarettes
519.0
Fast food
517.4
Beer
516.1
Banking
343.7
Pharmaceuticals
328.2
Cinema
317.2
295.8
261.1
Housing benefit
248.0
Source: Media Gurú
Source: Media Gurú
Top ten outdoor
contractors (2008)
Outdoor revenue
Contractor
US$ (000s)
Vallas Eucor
6,077.2
Gigantografías
1,616.8
Vallas Pol
1,578.1
Interamericana Medios Com.
1,360.5
Vallas Color Visión
641.9
Valas Publiex
552.5
Vallas Colite
536.0
Vallas Panorama
491.5
Publimóvil
357.3
Publitapias
306.9
Source: Media Gurú
84
COSTA RICA: CINEMA
CINEMA
Source: CAMedia Central
Source: CAMedia Central
Age
16-24
25-34
35-49
50+
Sex
Male
Female
%
64.3
49.3
31.6
14.4
%
49.4
50.6
Top ten cinema
Top cinema
owners (2008)
Category
Electronic banking
Diet cola
Carbonated drinks
Personal credit
Taco restaurants
SME banking
Ice-cream
Credit cards
Owner
Cinépolis
Cinemark
Circuito Cines Magaly
Source: Media Gurú
85
COSTA RICA: INTERNET
INTERNET
Homes with internet connection: 462,157
Adult internet users: 1,115,724
Per day
Adults
152.7
175.5
At home
At work
Internet demographic profile
Age
16-24
25-34
35-54
55-64
Sex
Male
Female
%
62.2
47.1
33.3
16.3
%
54.8
37.1
Top ten
internet sites (2008)
Site
Google
Hotmail
Yahoo
Nacion
Teletica
Alata Vista
Aldicar
Terra/Lycos
Starmedia
Diario Extra Online
Top ten
search keywords (2008)
Unique visitors
per month
1,042,934
814,092
642,031
155,340
122,799
101,476
77,920
51,205
44,858
54,006
Source: Estudio General de Medios
Keyword
Costa Rica
Hi5
Youtube
Videos
Juegos
You
Yahoo
Hotmail
Google
Fotos
Source: Google
86
COSTA RICA: OVERALL
MEDIA REACH
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
US$ (000s)
Unilever
7,404
Colgate Palmolive
6,359
Procter & Gamble
5,192
4,534
Importadora Monge
4,456
Instituto Cost. de Electricidad
4,283
Más x Menos
4,095
Florida Ice & Farm
3,969
Sony Ericsson
3,898
Dos Pinos
3,892
Category
Electrical stores
Supermarkets
Detergent
Chicken restaurants
Hardware stores
Fast food
Toothpaste
Credit cards
Source: Media Gurú
Source: Media Gurú
Top ten media
owners (2008)
Owner
La Nación
Repretel canal 6
Repretel canal 11
Repretel canal 4
La República
Sinart canal 13
La Extra
Amnet
Vallas Eucor
Media revenue
US$ (000s)
53,584
49,205
41,944
24,699
11,527
9,524
7,069
6,636
6,180
6,077
Source: Media Gurú
87
Media expenditure
US$ (000s)
9,796
7,358
4,639
4,337
3,678
3,011
3,007
2,743
2,731
2,583
ECUADOR: ECONOMIC DATA
ECUADOR
ECONOMIC DATA
2001
2002
2003
2004
2005
2006
2007
2008
32.6
14.0
38.2
10.9
37.2
13.9
42.5
11.2
41.4
11.3
45.9
8.1
43.4
4.8
47.1
2.5
50.1
15.5
50.1
6.5
at current prices
% change
at 2008 prices
% change
21.0
31.9
30.7
-4.2
24.9
18.4
32.3
5.3
28.6
15.0
34.4
6.6
at current prices
at 2008 prices
1.7
2.5
2.0
2.6
2.2
2.7
2.5
3.0
2.8
3.3
3.1
3.5
3.3
3.5
3.7
3.7
12.5
12.6
12.8
12.9
13.1
13.2
13.3
13.5
77.1
12.5
83.2
7.9
85.5
2.8
87.6
2.4
90.2
3.0
92.2
2.3
100.0
8.4
1.53
1.52
1.47
1.56
1.70
1.78
1.82
10.1
10.1
20.5
17.3
21.6
18.7
10.1
6.9
17.9
15.2
Population
Millions
2008=100
% change
68.5
37.7
1.31
at current prices
at 2008 prices
49.5
8.5
38.5
23.2
14.4
6.1
88
ECUADOR: ADVERTISING EXPENDITURE
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
317
170
184
275
381
436
480
578
703
774
913
Newspapers
76
41
33
41
56
68
79
89
107
109
126
Magazines
9
5
6
8
11
14
18
20
20
22
27
TV
195
104
119
198
276
307
333
408
513
563
684
Radio
37
20
26
28
38
47
50
55
56
69
63
Source: Ibope
Notes:
1. Before discounts
3. Includes agency commision
4. Excludes classified advertising
Tobacco: Banned on TV.
Alcohol: Banned before 8pm.
Pharmaceutical: No restrictions for OTC medicines.
Political: Prohibited two days before elections.
89
0.2
6.1
0.1
0.2
7.7
0.1
0.3
11.0
0.2
0.6
12.0
0.5
ECUADOR: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
276,841
Quito
Spanish
US dollar
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
2,108
1,300
1,086
863
648
429
427
6,861
Female
(000s)
2,195
1,354
1,131
898
674
447
445
7,144
Total
(000s)
4,303
2,654
2,217
1,761
1,322
876
872
14,005
Source: INEC Proyecciones 2009
Population status
AB
C1
C2
D
E
Total
Male
(000s)
892
1,578
1,921
1,441
1,029
6,861
Female
(000s)
929
1,643
2,000
1,500
1,072
7,144
5,602
-1,000.0
Total
(000s)
1,821
3,221
3,921
2,941
2,101
14,005
Source: INEC
C1 = supervisory
C2 = skilled manual
D = semi and unskilled manual
90
ECUADOR: TELEVISION
TELEVISION
Colour
VCR
DVD
Cable (pass)
97.9%
20.4%
78.3%
12.7%
1.1%
Source: TGI, Ibope Time
No TV licence fee
Average
US$
40
70
65
Cable (analogue)
Cable (digital)
DTH (digital)
Source: Ratecards
Main channels
Channel
Commercial
Ecuavisa
RTS
Teleamazonas
Gama TV
TC Televisión
Canal Uno
Technical
Daily
penetration
hours of
(%)
transmission
42.2
22.7
27.7
22.5
27.3
13.8
24
24
24
24
24
24
Ad mins
per
week
2,132
3,220
1,850
3,014
2,540
2,364
Source: Ibope Time
91
ECUADOR: TELEVISION
Cost/audience
Channel
Ecuavisa
RTS
Teleamazonas
Gama TV
TC Televisión
Canal Uno
Peak rate
30 sec
US$
1,617
1,450
2,400
1,227
2,730
760
Peak adult
audience
(000s)
235
140
150
85
178
54
30 sec peak
adult CPT
US$
6.9
10.4
16.0
14.5
15.4
14.1
Source: Ibope Time
Channel
Commercial
Ecuavisa
RTS
Teleamazonas
Gama TV
TC Televisión
Canal Uno
2008
Individuals
Adults
29
14
19
15
17
6
28
14
18
14
19
7
Ad revenue
2008
US$ (000s)
31,831
33,313
25,459
23,272
35,925
14,502
Source: Infomedia, Ibope Time
Programme
Cholito (soap opera)
La Hija del Mariachi (soap opera)
Bailando por la Boda de Mis Sueños (reality)
Cobras y Lagartos (soap opera)
Páginas de la Vida (soap opera)
Pura Sangre (soap opera)
Victoria (soap opera)
La Traición (soap opera)
Madre Luna (soap opera)
Gama Films (movie)
Channel
Ecuavisa
TC Televisión
Gama TV
Ecuavisa
Ecuavisa
TC Televisión
Ecuavisa
Ecuavisa
Ecuavisa
Gama TV
Source: Ibope Time
Note: Regular programming only; e.g. no football matches
92
Adult
TVR
13.4
11.7
10.5
10.4
10.0
8.9
8.5
8.4
8.1
7.3
ECUADOR: TELEVISION
Top ten television
advertisers (2008)
Advertiser
Unilever
Conecel
Otecel
Colgate Palmolive
Johnson & Johnson
Lotería Nacional
Procter & Gamble
Nestlé
Alicorp
Quala
categories (2008)
TV expenditure
US$ (000s)
11,108
9,754
8,369
5,994
4,557
4,233
4,150
3,655
3,371
3,057
Category
Mobile services
Shampoo
Home appliances
Lotteries
Credit cards
Helplines
Deodorants
Vehicles
Beer
Juices
Source: Infomedia
Source: Infomedia
Top television
owners (2008)
Owner
Gobierno
Angel Gonzáles
Grupo Alvarado
Grupo Pichincha
Macel Rivas
TV revenue
US$ (000s)
59,197
33,313
31,831
25,459
14,502
Source: Infomedia
93
TV expenditure
US$ (000s)
18,822
8,179
4,361
4,199
4,117
4,077
4,016
3,529
3,330
3,034
ECUADOR: NEWSPAPERS
NEWSPAPERS
Newspapers
Circulation
Title
(000s)
Extra (d, N)
200
El Universo (d, N)
180
El Comercio (d, N)
90
Súper (d, N)
50
La Hora (d, R)
40
Expreso (d, N)
35
Adult
readership
(000s)
359
332
177
90
16
71
Full page
B/W
US$
2,992
10,200
8,880
1,440
2,380
3,084
Adult CPT
B/W
US$
8.3
30.7
50.2
16.0
148.8
43.4
Full page
Colour
US$
4,489
14,150
12,000
1,800
3,910
4,626
Source: Ibope Time, ratecards
Top ten newspaper
advertisers (2008)
Top ten newspaper
Advertiser
US$ (000s)
General Motors
2,603.8
Importadora El Rosado
2,243.5
Conecel
1,823.2
Lotería Nacional
1,442.1
Otecel
1,227.3
De Prati
1,139.8
Automotores y Anexos
906.5
Banco Pichincha
747.6
AM Digital
737.7
Supermaxi
702.1
Category
US$ (000s)
Vehicles
9,359.6
Mobile services
3,361.9
Department stores
3,288.0
Universities
3,063.1
Banks
2,645.6
Urbanisations
2,464.5
Home appliances
2,236.8
Credit cards
2,062.8
Supermarkets
1,640.8
Hospitals
1,543.9
Source: Infomedia
Source: Infomedia
Top newspaper
owners (2008)
Newspaper revenue
Owner
US$ (000s)
Grupo El Comercio
31,773
El Universo
31,694
Gráficos Nacionales
9,008
Hoy
8,835
El Telégrafo (Gobierno)
7,436
Source: Infomedia
94
ECUADOR: MAGAZINES
MAGAZINES
Magazines
f=fortnightly m=monthly
Adult
Title
(000s)
(000s)
Vistazo (f)
66
126
Hogar (m)
47
75
La Onda (m)
37
72
Caras (m)
35
Cosas (m)
35
44
Generación 21 (m)
28
43
Estadio (f)
20
54
Vanidades (m)
20
46
TV y Novelas (m)
12
19
Seventeen (m)
9
12
Mariella (m)
7
13
Full page
Colour
US$
2,890
1,870
1,900
1,800
2,700
1,240
1,165
2,800
1,300
1,300
2,100
Adult CPT
Colour
US$
22.9
24.9
26.4
61.4
28.8
21.6
60.9
68.4
108.3
161.5
Source: Ibope Time
Top ten magazine
advertisers (2008)
Top ten magazine
Advertiser
US$ (000s)
Johnson & Johnson
1,042.3
Unilever
521.9
BDF Beiersdorf Medical
473.6
Conecel
395.5
Samsung
316.1
Nestlé
285.5
Banco de Guayaquil
261.9
Yanbal
260.8
Automotores y Anexos
210.3
Colgate Palmolive
206.7
Category
US$ (000s)
Vehicles
718.8
Mobile services
529.5
Skin care
515.9
Boutiques
484.2
Credit cards
476.8
Banks
436.6
Airlines
423.5
Clocks
386.1
Furniture
366.4
Shampoo
355.9
Source: Infomedia
Source: Infomedia
Top magazine owners (2008)
Magazine revenue
Owner
US$ (000s)
Grupo Ensa
4,765.9
Cosas
2,449.5
Vanguardia
1,515.2
Vanidades Continental
1,364.8
Caras
904.5
Grupo Diners
600.2
Soho
522.2
La Onda
404.1
Source: Infomedia
95
ECUADOR: RADIO
RADIO
Source: ENM Ecuador, ZenithOptimedia
Source: Ecuador Comunicaciones
Source: ENM Ecuador, ZenithOptimedia
Costs/audiences
Station
National
Cristal
Sucre
Caravana
Canela
Fabu
Galaxia
Tropicalida
Antena 3
Punto Rojo
Onda Positiva
Type
Peak rate
(30 sec)
US$
Peak adult
audience
(000s)
30 sec peak
adult CPT
US$
news/talk
news/talk
news/sport
news/music
music
music
music
music
music
music
8
10
8
12
14
14
14
9
9
8
58
31
33
39
17
37
35
38
17
21
0.1
0.3
0.2
0.3
0.8
0.4
0.4
0.2
0.5
0.4
Source: Mercados & Proyectos
96
ECUADOR: RADIO
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
US$ (000s)
Otecel
836.6
Conecel
569.4
Lotería Nacional
377.3
Telecsa
272.9
Mavesa
254.5
Banco del Pichincha
230.2
Cia. de Cervezas Nac.
207.5
Banco de Guayaquil
167.5
TEAM Producciones
147.6
Punto Net
145.0
Category
Mobile services
Events
Vehicles
Banks
Credit cards
Internet suppliers
Home appliances
Lotteries
Department stores
Fast food
Source: Infomedia
Source: Infomedia
Top radio
owners (2008)
Owner
Central de Radios
Grupo Canela
Forever Music
Sonorama
Fuego FM
Sucre
Elite
La Red 102.1
Radio revenue
US$ (000s)
1,963.3
1,033.6
733.2
726.1
685.1
596.7
570.1
525.5
Source: Infomedia
97
Radio expenditure
US$ (000s)
1,660.1
957.5
717.5
553.9
443.3
422.2
401.8
365.7
294.1
275.6
ECUADOR: OUTDOOR
OUTDOOR
Number of outdoor sites*: 2,290
* Quito & Guayaquil only
Number of
sites
1,249
601
1,336
396
61
211
Cylindrical
Metallic
Trowel
Bus stop
Wall
Traffic signs
Cost per panel
per month US$
802
441
290
222
498
542
Source: Infomedia
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
US$ (000s)
Conecel
1,308.9
Otecel
791.0
Cia de Cervezas Nac.
554.9
Importadora El Rosado
349.7
Alicorp
217.1
Nestlé
207.7
Refreshment products
206.7
Diners Club
201.4
Danec
201.0
Distribuidora
189.1
Outdoor expenditure
Category
US$ (000s)
Mobile services
1,906.9
Vehicles
666.5
Supermarket
550.5
Fast food
522.0
Urbanisations
374.6
Banks
369.1
Soda
366.1
Credit cards
346.5
Home appliances
292.7
Beer
292.4
Source: Infomedia
Source: Infomedia
Top ten outdoor
contractors (2008)
Contractor
Grupo K
Letrasigma
Publivía
Induvallas
Zazapec
Amofi
Ecuavallas
Impacto
Vía Zebra
Giro Visual
Outdoor revenue
US$ (000s)
4,656.3
3,581.4
3,091.7
2,345.6
1,200.0
599.2
514.2
366.8
319.1
253.7
Source: Infomedia
98
ECUADOR: CINEMA
CINEMA
Source: El Universo.com
per week: US$16.1
Source: Ratecards
Average CPT: US$20.0
Source: Ratecards
Age
16-24
25-34
35-49
50+
Sex
Male
Female
Class
A
B
C
%
52
27
16
5
%
49
51
%
27
59
15
Source: TGI, Ibope Time
99
ECUADOR: INTERNET
INTERNET
Adult internet users with home broadband: 211,195
At home
At work
Total
Per day
Adults
62
30
92
Source: Ibope Time
Cost of display ads
Type
Banner
Pop-up
Streaming video
Typical CPT*
US$
3,000
2,000
2,000
Source: Ratecards *per month
Age
16-24
25-34
35-54
55-64
Sex
Male
Female
Class
A
B
C
%
27
47
24
2
%
55
45
%
17
53
30
Source: Ibope Time
100
ECUADOR: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
82.8
30.8
61.2
12.6
Weekly
82.8
29.3
19.4
58.0
92.1
31.7
12.4
Monthly
29.7
68.3
29.5
Source: Ibope Time
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
US$ (000s)
Unilever
16,279
Conecel
14,973
Otecel
12,608
Colgate Palmolive
8,749
Johnson & Johnson
7,062
Lotería Nacional
6,695
Procter & Gamble
5,999
Nestlé
5,610
Alicorp
4,903
Quala
4,273
Media expenditure
Category
US$ (000s)
Mobile services
30,777
Shampoo
12,003
Vehicles
10,135
Home appliances
7,734
Credit cards
7,546
Lotteries
7,082
Helplines
6,318
Deodorants
5,883
Beer
5,280
Events
4,690
Source: Infomedia
Source: Infomedia
Top media
owners (2008)
Owner
Gobierno/Isaías
Angel Gonzales
Alvarado
Pichincha
Marcel Rivas
El Comercio
Universo
Mantilla
Media revenue
US$ (000s)
84,244
48,602
45,362
32,402
19,441
12,961
12,961
6,480
Source: Infomedia
101
MEXICO: ECONOMIC DATA
MEXICO
ECONOMIC DATA
1 US$ =
2001
2002
11.13 Peso at 2008 rate
2003
2004
2005
2006
2007
2008
at current prices
% change
at 2008 prices
% change
5,810
5.8
7,863
-0.6
6,263
7.8
8,073
2.7
7,556
8,557
9,199 10,307 11,206 12,111
20.6
13.3
7.5
12.0
8.7
8.1
9,315 10,076 10,423 11,261 11,779 12,111
15.4
8.2
3.4
8.0
4.6
2.8
Gross Domestic Product per capita (Peso 000s)
at current prices
at 2008 prices
57.6
78.0
61.4
79.1
73.2
90.3
82.1
96.6
87.3
99.0
96.9
105.8
104.3
109.6
111.6
111.6
769
905
827
936
926
1,012
1,007
1,058
1,088
1,088
at current prices
at 2008 prices
522
706
563
725
679
837
at current prices
at 2008 prices
5.2
7.0
5.5
7.1
6.6
8.1
7.4
8.7
7.8
8.9
8.7
9.5
9.4
9.8
10.0
10.0
100.8
102.0
103.2
104.3
105.3
106.4
107.5
108.6
77.6
5.0
81.1
4.6
84.9
4.7
88.3
3.9
91.5
3.7
95.1
3.9
100.0
5.1
0.53
0.45
0.44
0.44
0.45
0.49
0.50
10.3
5.3
6.8
2.8
14.6
10.5
18.0
13.5
10.7
5.4
Population
Millions
2008=100
% change
73.9
6.4
0.57
at current prices
at 2008 prices
2.0
-4.1
0.0
-4.7
2.9
-1.6
102
MEXICO: ADVERTISING EXPENDITURE
Advertising expenditure in Peso million at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
24,318
28,248
32,612
33,274
33,287
34,250
37,779
40,363
46,253
54,556
60,412
Newspapers
4,188
5,022
5,115
5,200
5,283
4,503
4,648
4,745
5,527
6,309
6,650
Magazines
3,287
3,531
3,707
3,824
3,181
3,731
3,827
4,037
4,762
5,366
5,790
TV
13,332
15,243
18,779
19,638
20,024
22,509
25,442
27,414
31,389
37,585
42,994
Radio
3,511
4,452
5,011
4,612
4,799
3,507
3,862
4,167
4,575
5,295
4,979
Advertising expenditure in Peso million at constant 2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
44,710
44,538
46,962
45,033
42,908
42,227
44,482
45,730
50,534
57,343
60,412
Newspapers
7,699
7,919
7,366
7,038
6,810
5,552
5,473
5,376
6,038
6,632
6,650
Magazines
6,044
5,567
5,337
5,175
4,101
4,600
4,506
4,574
5,203
5,641
5,790
TV
24,512
24,033
27,042
26,578
25,811
27,751
29,956
31,059
34,294
39,506
42,994
Radio
6,455
7,019
7,217
6,242
6,186
4,324
4,547
4,721
4,999
5,565
4,979
Source: Ibope, CIMA, adjusted by ZenithOptimedia
Notes:
1. After estimated discounts
3. Includes classified to 2004, excludes from 2005
Tobacco: Tobacco advertising allowed in magazines targeted at adults.
Alcohol: All advertising must be approved by SSA (Health Goverment Secretary).
Can advertise on TV after 2200.
Pharmaceutical: All advertising must be approved by SSA (Health Goverment Secretary).
Children's: Health legends must appear during the whole spot.
Political: Times are monitored and assigned by the government.
103
MEXICO: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
1,943,945
Mexico City
Spanish
Peso
Source: CIA World Factbook 2009
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
16,948
8,975
8,448
7,266
5,192
3,091
2,743
52,663
Female
(000s)
16,305
9,085
9,028
7,712
5,557
3,428
3,344
54,459
Total
(000s)
33,253
18,060
17,476
14,978
10,749
6,519
6,087
107,122
Female
(000s)
4,168
7,514
9,324
19,964
13,876
54,847
Total
(000s)
8,173
14,733
18,282
39,146
27,208
107,543
Source: Conapo
Population status
AB
C+
C
D+
D/E
Total
Male
(000s)
4,005
7,219
8,958
19,181
13,332
52,696
Source: Sigmarket Knowledge Bank
AB = owners/top management
C+ = professional/selfemployeds/medium management
C = skilled manual
D+ = unskilled manual
D/E = subsistence/inactive living outside
104
MEXICO: TELEVISION
TELEVISION
Colour
VCR
DVD
PVR/DVR
98.4%
31.4%
79.4%
16.7%
21.3%
5.0%
3.1%
5.0%
Source: Ibope Establishment Survey 2008
Average
Peso
272
381
Cable (analogue)
DTH (analogue)
Source: TGI
Main channels
Channel
Commercial
Canal 2
Canal 4
Canal 5
Canal 7
Canal 9
Canal 13
Technical
penetration
(%)
Daily
hours of
transmission
98.5
22.7
92.1
95.1
72.3
96.5
24
24
24
24
24
24
105
MEXICO: TELEVISION
Cost/audience
Channel
Canal 2
Canal 4
Canal 5
Canal 7
Canal 9
Canal 13
Canal 11
Canal 22
Canal 40
Peak
time
2100-2400
2100-2400
2100-2400
2100-2400
2100-2400
2100-2400
2100-2400
2100-2400
2100-2400
Peak rate
30 sec
Peso
293,781
37,308
111,944
438,600
161,222
438,600
16,384
27,248
60,153
Peak adult
audience
(000s)
287
36
109
429
158
429
16
27
59
30 sec peak
adult CPT
Peso
1,022.5
1,022.5
1,022.5
1,022.5
1,022.5
1,022.5
1,022.5
1,022.5
1,022.5
Source: Televisa, TV Azteca, Ibope
Average CPT (all commercial channels): Peso 1,022.5
Share of viewing
Channel
Commercial
Canal 2
Canal 4
Canal 5
Canal 7
Canal 9
Channel 13
Channel 11
Channel 22
Channel 40
Channel 28
Channel 34
2008
Individuals
Adults
20.6
3.2
14.0
7.0
7.7
9.8
1.7
0.5
0.5
1.2
0.3
21.0
3.6
10.9
7.0
8.1
10.8
1.7
0.5
0.6
1.3
0.4
Source: Ibope MSS
106
MEXICO: TELEVISION
Programme
Fuego en la Sangre (soap opera)
Esp. Pemex
Mañana es para Siempre (soap opera)
Pasion (soap opera)
Las Tontas no van al Cielo (soap opera)
Football: Guadalajara v. America
Esp. Mensaje Felipe Calderon
Alma de Hierro (soap opera)
Yo Amo a Juan Querendon (soap opera)
Football: Santos v. Cruz Azul
Channel
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 2
Canal 13
Adult
TVR
16.4
14.0
14.0
12.9
12.7
12.5
11.8
11.5
10.0
9.9
Source: Ibope MSS
Top ten television
advertisers (2008)
Advertiser
Lab Genomma
Procter & Gamble
Bimbo
Unilever
Colgate Palmolive
Nestlé
Coca-Cola
Telcel
Kimberly Clark
Danone
Top television
owners (2008)
TV expenditure
Peso (mill)
6,762.3
5,975.8
3,660.0
3,631.8
3,053.0
2,952.2
2,330.1
2,146.3
1,985.0
1,815.0
Source: Ibope Adspend
107
Owner
Televisa
TV Azteca
MVS Multivision
Government
MEXICO: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Distrito Federal
Esto
La Prensa
El Gráfico del Universal
Metro
Reforma
El Universal
Ovaciones
Récord
La Jornada
Milenio Diario
El Financiero
El Sol de México
Uno más uno
Excélsior
El Economista
Monterrey
El Norte
Metro
Milenio Diario de Monterrey
Guadalajara
Público Milenio
Mural
El Occidental
El Informador
Ocho Columnas
Adult
B/W
B/W
Colour
(000s)
(000s)
Peso
Peso
Peso
405
274
264
190
140
139
138
128
101
100
70
61
58
56
33
466
315
300
214
151
151
148
146
109
104
72
61
68
60
34
45,937
30,500
55,640
37,500
254,940
188,500
39,494
215,887
89,400
102,608
81,360
50,000
61,560
81,900
127,000
98.7
96.8
185.5
175.6
1,693.2
1,249.5
266.8
1,478.7
823.3
990.4
1,130.0
826.4
909.7
1,365.0
3,687.7
64,312
42,700
77,896
52,500
356,916
263,900
55,292
302,242
125,160
143,651
113,904
70,000
86,184
114,660
177,800
130
86
43
141
92
43
191,520
24,600
57,257
1,357.1
266.4
1,344.3
268,128
34,440
80,160
38
36
35
35
32
41
38
44
39
39
39,784
58,800
20,051
32,000
22,500
974.9
1,534.8
455.7
831.1
583.6
55,698
82,320
28,071
44,800
31,500
Source: Vyasa
Average CPT (B/W): Peso 644.4
108
MEXICO: NEWSPAPERS
Top ten newspaper
advertisers (2008)
categories (2008)
Advertiser
Peso (mill)
Liverpool
451.2
Televisa
339.9
TV Azteca
278.4
El Palacio de Hierro
267.9
Radiomovil Dipsa
219.0
General Motors
200.4
MVS Multivision
198.0
Sears Roebuck
194.2
Ford
192.1
Nissan
148.7
Category
Peso (mill)
Department stores
1,110.5
TV stations
752.4
Government
731.2
Auto loans
509.8
Other trade
413.7
Banks
412.1
Mobile phone services
374.8
Pay TV
372.1
Passenger vehicles
336.9
Films/cinema
265.5
Top ten newspaper
owners (2008)
Owner
Consocio Intera Com
GPO Edit Milenio
CIA Periodistica Nal
Editora el Sol
Notmusa
Periodico Excelsior
Organizacion Edit Me
La Cronica Diaria
Desarrollo de Medios
Periodico el Economi
109
MEXICO: MAGAZINES
MAGAZINES
Magazines
Title
TV y Novelas
Muy Interesante
Vanidades
Cosmopolitan
Selecciones Reader's Digest
TV Notas
National Geographic en español
Cocina Fácil
Conozca Más
Tú
Automóvil Panamericano
Men's Health
Eres
H para hombres
¡Fibra! América
Furia Musical
Padres e Hijos
Maxim en Español
Por Tí
Contenido
Caras
PC Magazine en español
Mi Guía - La más completa
Mi Bebé y Yo
Quo
TV y Más
BuenHogar
Entrepeneur
Veintitantos
Quién
Poder y Negocios
Hola!
15 a 20
Glamour en Español
Newsweek
Familia Saludable
Marie Claire
Milenio semanal
Proceso
Playboy
Adult
(000s)
(000s)
3,408
4,314
1,608
1,807
907
986
825
888
684
720
618
782
581
726
574
592
535
575
415
831
415
519
393
410
381
577
345
367
292
450
236
319
226
272
224
246
160
400
150
150
148
163
140
181
138
170
133
162
132
150
129
170
127
127
121
121
119
152
116
133
108
108
108
120
105
185
104
126
103
103
103
109
98
98
96
105
95
100
95
100
110
Full page Adult CPT
Colour
Colour
Peso
Peso
216,850
50.3
132,783
73.5
236,108
239.5
233,356
262.9
172,705
239.9
230,895
295.3
93,164
128.4
86,547
146.3
120,123
208.7
175,561
211.3
93,890
181.0
119,408
291.3
152,581
264.3
155,295
423.1
59,652
132.7
54,915
172.2
103,519
380.7
90,296
366.8
114,063
285.2
112,800
752.0
179,038
1,099.9
75,441
416.0
44,275
260.4
92,684
572.1
124,315
828.8
84,000
494.1
100,297
789.3
106,700
881.8
131,145
862.8
122,310
917.6
90,279
835.4
99,000
825.0
142,695
771.3
97,241
772.7
53,130
514.8
54,448
498.4
154,437
1,583.7
103,779
983.9
78,700
787.0
90,000
900.0
MEXICO: MAGAZINES
Magazines cont.
Title
Futbol Total
Popular Mechanics en Español
Vogue
Contacto Digital
Nueva
Kena Mensual
InStyle
Balance
Cine Premier
4 Ruedas
Life & Style
Car & Driver
Elle
Chilango
Time
Travesías
Expansión
Mundo Ejecutivo
Travel & Leisure
Club Nintendo
Notas para Ti
PC World
Seventeen
Vértigo
América Economía
National Geographic Internacional
Discover en Español
Infashion
Adult
Full page Adult CPT
Colour
(000s)
(000s)
Peso
Peso
86
148
72,300
488.5
85
95
50,529
531.0
81
87
113,698
1,307.5
80
86
112,578
1,301.6
80
96
115,395
1,202.0
73
80
112,000
1,400.0
70
70
97,660
1,395.1
68
68
79,470
1,177.3
66
80
83,900
1,048.8
63
76
99,645
1,311.1
57
65
80,249
1,230.0
56
80
70,980
887.3
56
65
101,040
1,554.5
56
60
60,000
1,000.8
55
55
47,000
854.5
55
55
75,000
1,363.6
53
53
112,700
2,118.4
49
49
86,000
1,759.8
47
47
88,134
1,895.4
40
149
68,366
457.4
33
83
66,045
795.7
24
25
4,809
192.4
22
33
93,104
2,792.0
18
20
48,000
2,400.0
17
24
57,021
2,405.0
15
20
78,299
3,860.5
12
15
24,200
1,613.3
12
18
157,765
8,697.1
Average CPT (Colour): Peso 344.5
111
MEXICO: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
Peso (mill)
Procter & Gamble
177.8
Nestle
132.8
Es Mas
104.3
Unilever
97.9
Kimberly Clark
94.9
Liverpool
73.4
Calzado Eco
72.5
Frabel
72.2
Cosbel
69.1
Consejo de Promocion Turistica
68.4
Category
Peso (mill)
Other trade
456.6
Hygiene & beauty
289.3
Mobile phone downloads
272.2
Passenger vehicles
268.6
Department stores
215.6
Government
204.3
Multisector companies
202.8
Skin care
169.2
Watches
159.2
Perfume
139.4
Top ten magazine
owners (2008)
Owner
Editorial Televisa
GPO Edit Expansion
Editorial Notmusa
Impresiones Aereas
Notmusa
Conde Nast
Editorial Armonia
Grupo Internal Edito
Reader's Digest
GPO Medios Editores
112
MEXICO: RADIO
RADIO
Costs/audiences
Station
Main regional
40 principales
Exa
Imagen
RadioFormula
Reporte 98.5
W Radio
Reactor
Digital
Stereo Joya
Mix FM
La Nueva Amor
Peak
time
Peak rate
(30 sec)
Peso
0600-1000
0000-2400
0000-2400
0600-2300
0000-2400
0600-1000
0000-2400
0600-1100
0600-1300
0600-1100
0600-1100
9,984
3,150
34,650
70,500
28,875
35,372
2,088
5,830
16,500
5,830
5,830
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
Peso (mill)
Pres de la Rep
6,678.9
Orfeon
3,013.4
Camara de Diputados
1,868.2
Radiomovil Dipsa
1,096.3
Senado de la Rep
1,087.9
CNDH
1,030.5
Banco de Mexico
1,003.0
Comercial Mexicana
986.7
Liverpool
702.5
El Aguila cia de Seg
634.2
Radio expenditure
Category
Peso (mill)
Government
14,300
CDs/DVDs
3,030
2,211
Supermarkets
Banks
2,097
2,065
Department stores
1,567
Civil associations
987
Business groups
960
938
Civic campaigns
Insurance
882
Top ten radio owners (2008)
Owner
Grupo Acir
Grupo Radio Centro
Grupo Siete
Imagen Telecomunicaciones
Infored
MVS Radio
Instituto Mexicano de la Radio
Televisa Radio
Radio formula
NRM Comunicaciones
Source: Chequeos Ibope
113
MEXICO: CINEMA
CINEMA
Source: Canacine
per week: Peso 5,954.3
Source: Vyasa
Trend in admissions
2004
2005
2006
2007
2008
Admissions
(mill)
165.7
165.9
168.4
177.8
182.4
Source: Canacine
Age
6-15
16-24
25-34
35-49
50+
Sex
Male
Female
Class
AB/C+
C+
D+
D/E
%
24.7
32.3
24.2
15.2
3.6
%
53.7
46.3
%
34.9
20.0
30.0
14.4
Source: EGM
114
MEXICO: CINEMA
Top ten films (2008)
Gross takings
Film
Peso (mill)
The Dark Knight
257.9
Madagascar: Escape 2 Africa
226.7
Kung Fu Panda
226.2
Iron Man
205.1
The Chronicles of Narnia: Prince Caspian
195.0
10,000 BC
182.7
Wall-E
175.9
The Mummy: Tomb of the Dragon Emperor
153.2
Hancock
147.1
I Am Legend
144.4
Source: Canacine, Nielsen
Top ten cinema
advertisers (2008)
Top cinema
Advertiser
General Motors
Nissan
Volkswagen
Ford
Chrysler
Lincoln
Nokia
Samsung
Palacio de Hierro
Liverpool
Category
Auto
Mobile phones
Stores
Universities/schools
Electoral advertising
Top cinema
owners (2008)
Top cinema
sales houses (2008)
Owner
Cinépolis
MM Cinemas
Cinemex
Cinemark
Lumiere
Otros
Sales house
20th Century Fox
Warner Bros
Paramount
Disney
Universal
Otras Distribuidoras
Videocine
Gussi
Sony
115
MEXICO: INTERNET
INTERNET
Typical monthly cost of internet access: Peso 400
At home
At work
Per day
Adults
60-120
120-180
Source: AMIPCI
Cost of display ads
Type
US$
Traditional banner
4
Pop-up
2
Streaming video
22
Rich media
12
Takeover
7
Age
16-24
25-34
35-54
55-64
Sex
Male
Female
%
48
22
22
2
%
56
44
Keyword
youtube
juegos
videos
hotmail
hi5
you
traductor
musica
google
imágenes
Source: AMIPCI
Source: Google
116
Peso
15
21
6
12
12
6
29
9
9
5
MEXICO: INTERNET
Site
Microsoft
Google
Yahoo!
Wikipedia
Mercado Libre
Hi5
Batanga
Facebook
Wordpress
Televisa Digital Sites
Unique visitors
per month (mill)
12.7
12.3
8.0
5.4
5.3
5.0
4.8
4.1
3.8
3.7
Search engine
Google
Bing
Yahoo!
Altavista
Ask
Source: Comscore
Top ten internet
advertisers (2008)
categories (2008)
Advertiser
American Express
Ingles sin Barreras
Coca-Cola
Consejo de Promocion Turistica
Match.com
Dell
Unilever
Telmex
Banamex
General Motors
Category
Finance
Auto
Education
Vertical portals
Trade
Beverages
Food
Travel & tourism
Media
Telecoms
Source: IAB
Source: IAB
Top ten internet
owners (2008)
Owner
Prodigy MSN
Google
Yahoo!
Terra
Grupo Expansion
Fox
El Universal
Televisa Digital
Univision
Milenio
Source: IAB
117
Peso (mill)
213.0
171.5
162.1
133.8
130.1
120.6
118.8
116.9
113.1
111.2
MEXICO: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Cinema
Internet
Daily
76.0
19.9
30.6
54.3
15.8
Weekly
5.5
-
Source: EGM
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
Peso (mill)
Pres de la Rep
10,917
Radiomovil Dipsa
3,433
Es Mas
3,086
Senado de la Rep
1,998
Telefonica Movistar
1,281
Telmex
1,195
Televisa
1,041
Iusacell
961
Sria Salud
703
Poder Judicial Feder
632
Media expenditure
Category
Peso (mill)
Government
25,480
TV stations
24,321
Banks
6,168
5,964
Department stores
5,391
Supermarkets
4,556
Mobile phone downloads
4,524
Hygiene & beauty
4,120
Refreshments
3,866
Beer
3,803
Top media
owners (2008)
Owner
Televisa
TV Azteca
GPO Edit Expansion
Editorial Notmusa
Impresiones Aereas
Consocio Intera Com
GPO Edit Milenio
CIA Periodistica Nal
Editora el Sol
118
PANAMA: ECONOMIC DATA
PANAMA
ECONOMIC DATA
1 US$ =
1.00
2001
2002
2003
Balboa at 2008 rate
2004
2005
2006
2007
2008
Gross Domestic Product (Balboa million)
at current prices
% change
at 2008 prices
% change
11,808 12,272 12,933 14,179 15,465 17,137 19,485 21,779
1.6
3.9
5.4
9.6
9.1
10.8
13.7
11.8
14,317 14,733 15,464 16,920 17,893 19,421 19,944 21,779
1.3
2.9
5.0
9.4
5.7
8.5
2.7
9.2
Gross Domestic Product per capita (Balboa)
at current prices
at 2008 prices
3,923
4,757
4,010
4,815
4,145
4,956
4,459
5,321
4,701
5,439
5,209
5,903
5,834
5,971
6,406
6,406
at current prices
at 2008 prices
11,808 12,272 12,933 14,179 15,465 17,137 19,485 21,779
14,317 14,733 15,464 16,920 17,893 19,421 19,944 21,779
at current prices
at 2008 prices
3,923
4,757
4,010
4,815
4,145
4,956
4,459
5,321
4,701
5,439
5,209
5,903
5,834
5,971
6,406
6,406
3.0
3.1
3.1
3.2
3.3
3.3
3.3
3.4
83.3
1.0
83.6
0.4
83.8
0.2
86.4
3.1
88.2
2.1
97.7
10.7
100.0
2.4
1.34
1.52
1.57
1.53
1.60
1.54
1.54
13.8
13.6
6.3
3.0
16.0
13.7
9.1
-1.5
11.9
9.4
Population
Millions
2008=100
% change
82.5
0.3
1.29
at current prices
at 2008 prices
-12.1
-12.4
8.6
7.5
18.8
18.3
119
PANAMA: ADVERTISING EXPENDITURE
Advertising expenditure in Balboa (mill) at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
153.0
180.2
173.0
152.0
165.0
196.0
223.0
237.0
275.0
300.0
335.8
Newspapers
52.0
61.7
58.0
50.0
45.0
50.0
50.0
54.0
58.0
62.0
67.6
Magazines
0.0
0.0
0.0
0.0
0.0
9.0
9.0
13.0
15.0
17.0
18.0
TV
94.0
110.0
105.0
95.0
113.0
129.0
154.0
162.0
194.0
211.0
212.0
Radio
7.0
8.5
10.0
7.0
7.0
8.0
10.0
8.0
8.0
10.0
23.0
Outdoor
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
15.2
Advertising expenditure in Balboa (mill) at constant
2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
191.2
222.5
210.4
184.3
198.1
234.4
266.1
274.2
311.6
307.1
335.8
Newspapers
65.0
76.2
70.5
60.6
54.0
59.8
59.7
62.5
65.7
63.5
67.6
Magazines
0.0
0.0
0.0
0.0
0.0
10.8
10.7
15.0
17.0
17.4
18.0
TV
117.4
135.8
127.7
115.2
135.7
154.2
183.8
187.4
219.9
216.0
212.0
Radio
8.7
10.5
12.2
8.5
8.4
9.6
11.9
9.3
9.1
10.2
23.0
Outdoor
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
15.2
Source: 1998-2003 Controles de Inversion Publicitaria, 2004-2008 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.
120
PANAMA: POPULATION
POPULATION
Land area (km2)
74,340
Capital city
Panama
Language
Spanish, English
Currency
Balboa
Population by age
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
Definition of status
C1+C2+C3 = supervisory/clerical
D = skilled, semi and unskilled manual
121
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
Cable (analogue)
Cable (digital)
DTH (analogue)
DTH (digital)
Average
PAB
60
75
65
85
Main channels
Channel
Non-commercial
Channel 11
Commercial
Channel FETV
Channel 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
122
PANAMA: TELEVISION
Cost/audience
Channel
Channel 13
Channel 4
Channel 2
Channel Max
Channel 7
RCM News
Channel FETV
Peak
time
1800-2200
1800-2200
1800-2200
1800-2200
1600-2000
1800-2200
1800-2200
Peak rate
30 sec
US$
1,138
583
1,366
421
300
850
120
Peak adult
audience
(000s)
95
40
108
40
18
5
3
30 sec peak
adult CPT
US$
12.0
14.6
12.6
10.5
16.7
170.0
40.0
Source: IBOPE
Channel
Commercial
Channel 2
Channel 13
Channel 4
Channel Max
Channel 7
Channel 11
TVO
RCM News
Channel FETV
Ad revenue
2007
Individuals
Adults
35.0
29.0
13.0
12.0
5.0
2.0
2.0
1.0
1.0
2007
US$ (mill)
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
Top ten television
advertisers (2007)
Top ten television
TV expenditure
Advertiser
PAB (000s)
Cable & Wireless
9,163.8
Chacal Department Store
3,844.7
Panama Beer
3,498.7
Nestlé (reality show)
3,200.9
Colgate Palmolive
3,848.8
Nestlé
3,572.8
Superxtra
3,257.1
Farmacias Arrocha
3,130.6
Ricardo Perez
2,536.3
Super 99
2,420.2
Category
Department stores
Mobiles
Supermarkets
Home
Beer
Fast food
Car
Bank
Soft drinks
Credit cards
Source: Ibope
Source: Ibope
123
TV expenditure
PAB (000s)
12,891
7,015
6,791
4,429
4,106
4,021
3,721
3,704
3,058
2,871
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)
CircAdult
Full page
ulation readership
B/W
(000s)
(000s)
US$
55
138
1,144
45
113
1,764
35
88
572
30
75
27
68
616
25
63
1,050
12
30
504
4
10
1,008
Adult CPT
B/W
US$
8.3
15.7
6.5
9.1
16.8
16.8
100.8
Full page
Colour
US$
1,408
2,268
704
525
880
1,302
567
1,323
Source: Ibope
Top ten newspaper
advertisers (2007)
Top ten newspaper
Advertiser
US$ (000s)
Cable & Wireless
2,349.9
Cash Investment Inc
1,524.2
Telefonica
1,352.7
Panafoto
836.0
General Bank
819.0
Credicorp Bank
781.3
Multitek
716.9
Cuernava Business
627.3
Global Bank
556.6
HSBC Bank
488.3
Category
US$ (000s)
Property/construction
4,176.1
Banking
3,277.4
Furniture
2,698.7
Electronics
2,221.6
Mobile
2,094.9
Department stores
1,728.5
Cars
1,521.2
Insurance
1,440.0
Credit cards
1,281.7
Financial
1,144.9
Source: Ibope
Source: Ibope
124
PANAMA: MAGAZINES
MAGAZINES
Magazines
m=monthly bm=bimonthly
q=quarterly
Title
Business
En Exclusiva (q)
Estrategia de Negocios (m)
Capac (bm)
Enlace (m)
Apede (bm)
Amcham (m)
Social
Mundo Social (m)
Select (m)
Elite (m)
General interest
Revista (m)
Agenda (bm)
Adult
readership Colour
Colour
B/W
(000s)
US $
US$
US$
Circulation
(000s)
10
10
5
2
2
1
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
30
30
3
75
75
8
1,200
1,140
925
16.0
15.2
123.3
695
15
10
38
25
1,600
1,450
42.7
58.0
-
Source: Ibope
Top ten magazine
advertisers (2007)
Top ten magazine
Advertiser
PAB (000s)
Cuernava Business
426.4
Motta Agency
235.0
New Wear
232.8
Motta International
220.0
Maduro Import
197.0
Ancon
173.0
Bienes Raices
169.3
Feduro Agency
166.1
Ueta
155.4
Waked International
153.3
Category
PAB (000s)
1,487.4
Furniture
1,178.3
Clothes
633.6
Watches
575.9
Cars
458.2
Department stores
427.6
Credit cards
319.0
Hotels
312.7
Materials
308.0
Jewellery
304.5
Source: Ibope
Source: Ibope
125
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
126
PANAMA: OUTDOOR/CINEMA
OUTDOOR
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"
Cost per panel
per month* US$
1,800
2,400
1,700
8,500
9,750
9,650
1,800
* unless otherwise stated
CINEMA
per week: US$350
127
PANAMA: INTERNET/OVERALL
INTERNET
OVERALL
Top ten overall
advertisers (2007)
categories (2006)
Media expenditure
Advertiser
US$ (000s)
Cable & Wireless
11,604
Nestlé
7,708
Chacal
5,080
Distribuidora Comercial
4,443
Colgate Palmolive
3,868
Telefonica
3,805
Super Xtra
3,310
Ricardo Perez
3,257
Arrocha Drug Store
3,226
Importadora Ricamar
3,073
Media expenditure
Category
US$ (000s)
Department stores
15,047
Mobiles
9,145
Supermarkets
7,271
Banking
7,254
Furniture
6,708
6,509
Cars
5,700
Home
5,320
Electronics
4,657
Credit cards
4,472
Source: Ibope
Source: Ibope
128
PERU: ECONOMIC DATA
PERU
ECONOMIC DATA
2001
2002
2003
1 US$ = 2.92 Nuevo Soles at 2008 rate
2004
2005
2006
2007
2008
261.7
10.0
289.5
8.2
302.3
15.5
327.8
13.3
335.7
11.1
357.8
9.1
373.0
11.1
373.0
4.3
Gross Domestic Product (Nuevo Soles billion)
at current prices
% change
at 2008 prices
% change
188.3
1.6
224.8
-0.4
198.9
5.6
237.1
5.5
211.5
6.3
246.5
3.9
237.9
12.5
267.6
8.6
Gross Domestic Product per capita (Nuevo Soles 000s)
at current prices
at 2008 prices
7.2
8.6
7.4
8.9
7.8
9.1
8.7
9.7
9.4
10.4
10.7
11.6
11.8
12.5
12.9
12.9
81.4
91.5
89.5
99.0
103.4
112.1
114.8
122.4
127.6
127.6
at current prices
at 2008 prices
64.4
76.9
68.0
81.1
72.3
84.3
at current prices
at 2008 prices
2.5
3.0
2.5
3.0
2.7
3.1
3.0
3.3
3.2
3.6
3.7
4.0
4.0
4.3
4.4
4.4
26.0
26.8
27.1
27.5
27.8
28.2
28.5
28.8
83.9
0.1
85.8
2.3
88.9
3.6
90.4
1.7
92.2
2.0
93.8
1.8
100.0
6.6
0.33
0.37
0.31
0.32
0.32
0.32
0.32
-5.6
-8.9
13.6
11.8
14.3
12.0
12.9
11.0
12.0
5.1
Population
Millions
2008=100
% change
83.8
2.0
0.34
at current prices
at 2008 prices
-6.6
-8.5
2.5
2.3
17.6
14.9
129
PERU: ADVERTISING EXPENDITURE
Advertising expenditure in US$ (mill) at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
294
233
198
184
188
223
215
253
291
344
412
News- Magazpapers
ines
94
8
75
6
66
5
63
5
60
5
78
5
58
6
60
6
68
8
75
10
85
11
TV
135
102
85
72
80
101
99
120
136
166
205
Radio Outdoor Other
25
32
25
25
22
20
21
23
21
22
16
23
26
26
30
30
7
35
35
9
39
42
5
47
49
6
Internet
7
9
Source: CPI
Notes:
1. After discounts
2. Includes classified to 2003, excludes from 2004
5. Other includes cinema, internet and direct mail to 2006; figure excludes
internet from 2007 onwards
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.
130
PERU: POPULATION
POPULATION
Population by age
0-14
15-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
4,261
2,630
2,144
1,714
1,233
799
845
13,627
Female
(000s)
4,099
2,634
2,224
1,800
1,291
824
920
13,793
Total
(000s)
8,360
5,264
4,368
3,515
2,525
1,623
1,765
27,419
Source: INEI - Censo 2007 (includes urban and rural areas)
Adult status
AB
C
DE
Total
Male
(000s)
645
1,098
1,360
3,103
Female
(000s)
734
1,175
1,397
3,306
Total
(000s)
1,379
2,273
2,757
6,409
Source: TGI Peru 2008 (Lima Metropolitan Area)
C = supervisory/skilled manual
DE = non skilled manual/subsistence/inactive
131
PERU: TELEVISION
TELEVISION
Colour
VCR
DVD
86.1%
14.2%
80.1%
47.8%
1.2%
Source: CPI
Cable (digital)
DTH (digital)
Average
US$
27.4
40.9
132
PERU: TELEVISION
Main channels
Channel
Commercial
02 Frecuencia Latina
04 America
05 Panamericana
07 TV Nacional Peru
09 ATV
11 RBC
13 Global
A&E Mundo
AXN
Azteca 13
Cable Magico Deportes
Canal de las Estrellas
Canal N
Cartoon Network
Cinecanal
CNN Espanol
Discovery Channel
Discovery Kids
Entertainment
ESPN
Fox
Fox Sports
MTV
Nickelodeon
Plus TV
Sony Entertainment
The History Channel
The Warner Channel
TL Novelas
TNT
Universal Channel
Vision Veinte
Technical
penetration
(%)
Daily
hours of
transmission
Ad mins
per
week
83.4
88.5
86.6
86.8
92.2
72.4
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
18.7
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
24
1,960
1,571
1,152
529
1,886
178
1,151
29
92
75
568
257
288
119
13
83
122
119
40
86
247
54
150
89
706
119
23
144
245
237
134
799
Source: IbopeTime, MTC
133
PERU: TELEVISION
Cost/audience
Channel
04 America
05 Panamericana
07 TV Nacional Peru
09 ATV
TL Novelas
13 Global
AXN
Plus TV
A&E Mundo
Animal Planet
Cable Magico Deportes
Universal Channel
National Geographic
Retro
CNN Espanol
People + Arts
Canal de las Estrellas
HTV
The Biography Channel
Cinecanal
ESPN+
Discovery Channel
Discovery Home & Health
E! Entertainment
Animax
FX
Fox Life
Vision 20
Fox
Fox Sports
Canal N
MTV
Sony Entertainment
The Film Zone
The History Channel
TNT
The Warner Channel
Nickelodeon
Jetix
Cartoon Network
Discovery Kids
Peak rate
30 sec
US$
1,500
1,400
1,200
1,000
1,950
148
560
148
157
140
140
180
148
140
140
140
140
148
140
140
140
140
148
140
140
140
140
140
140
148
148
250
140
148
140
140
148
148
104
140
110
104
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
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1900-2359
1800-2200
1800-2200
1800-2200
1800-2200
Peak adult
audience
(000s)
225
316
113
58
337
15
70
6
8
5
4
15
8
5
2
2
2
17
2
1
6
1
8
4
2
1
3
2
2
12
9
16
2
4
6
6
21
6
6
7
8
11
Source: IbopeTime
134
30 sec peak
adult CPT
US$
6.7
4.4
10.6
17.2
5.8
10.2
8.0
23.0
20.3
27.9
38.0
12.4
17.9
27.0
63.5
56.3
73.6
8.5
87.4
94.9
24.0
195.9
18.9
39.2
63.1
122.7
44.2
69.3
62.0
12.6
16.2
16.0
73.5
35.3
23.4
25.2
6.9
23.4
18.3
18.9
13.6
9.8
PERU: TELEVISION
Channel
Commercial
04 America
05 Panamericana
07 TV Nacional Peru
09 ATV
13 Global
Total cable
2008
Individuals
Adults
14.2
25.3
7.4
3.4
19.2
4.4
26.2
13.3
24.0
8.1
4.0
20.6
4.2
25.8
Ad revenue
2008
US$ (000s)
57,686
71,862
23,148
3,007
66,022
13,763
22,848
Source: IbopeTime
Programme
Magaly Te Ve-No
Bailando por un Sueno-S-No
Victoria-No
Sally la Munequita de Pueblo-No
Bail. Sueno Reyes de Pista-S-No
Destilando Amor-No
America Noticias-No
Cobras y Lagartos-No
Noches Superest-D-No
Recargados de Risa-S-No
Channel
09 ATV
05 Panamericana
09 ATV
04 America
05 Panamericana
04 America
04 America
09 ATV
04 America
Source: IbopeTime
135
Adult
TVR
10.1
9.6
7.5
7.3
7.3
7.1
7.0
6.9
6.9
6.9
PERU: TELEVISION
Top ten television
advertisers (2008)
Advertiser
Procter & Gamble
Alicorp
America Movil
Telefonica Moviles
Nestlé
UCP Backus & Johnston
Coca-Cola
Unilever
Grupo Gloria
Ajeper
categories (2008)
TV expenditure
US$ (000s)
15,757
15,597
13,166
12,756
11,788
8,616
8,516
6,088
5,368
5,324
Source: IbopeTime
Source: IbopeTime
Top television
owners/sales houses (2008)
Sales house
America Television
Andina de Radiodifusion
Cia Latinoamericana de Rad.
Panamericana Television
Media Networks
Red Global
TV Nacional Peru
Canal N
RBC
Category
Telecoms
Beer
Financial institutions
Shampoo
Detergents
Carbonated drinks
Milk
Telemarketing
Electronic media
Sweets/chocolate
TV revenue
US$ (000s)
71,862
66,022
57,686
23,148
21,287
13,763
3,007
1,561
1,021
Source: IbopeTime
136
TV expenditure
US$ (000s)
33,044
14,037
11,589
10,949
9,027
7,889
7,493
7,026
6,751
5,581
PERU: NEWSPAPERS
NEWSPAPERS
Newspapers
d=daily
Title
Líbero (d)
Trome (d)
El Comercio (d)
Aja (d)
El Popular (d)
Ojo (d)
Correo (d)
La República (d)
El Bocón (d)
Perú 21(d)
Todo Sport (d)
Expreso (d)
El Peruano (d)
Gestión (d)
Adult
B/W
B/W
Colour
(000s)
(000s)
US$
US$
US$
214
2,545
2,828
213
1,382
5,337
3.9
7,116
199
607
14,510
23.9
18,138
197
291
3,287
11.3
4,273
181
261
6,966
26.7
7,740
170
529
3,277
6.2
5,243
147
283
4,096
14.5
6,554
129
5,892
9,064
113
202
2,300
11.4
2,300
81
307
2,446
8.0
3,058
60
155
1,111
7.2
1,389
60
125
7,712
61.8
9,640
40
59
3,832
65.5
6,514
10
31
4,226
136.5
5,283
Source: ZenithOptimedia (with average market rates), Kantar Media (readership)
137
PERU: NEWSPAPERS
Top ten newspaper
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Saga Falabella
4,464.7
Tiendas por D'ptos Ripley
3,762.3
America Movil
3,106.2
Telefonica Moviles
2,627.3
E Wong
2,502.4
2,077.8
Importaciones Hiraoka
1,739.9
Banco de Credito del Peru
1,484.6
Univ. Peruana de Ciencias Ap.
1,408.5
Banco de la Nacion
1,249.2
Category
US$ (000s)
Electronic media
10,130
Department stores
9,812
Universities
8,972
Telecoms
7,191
5,149
Auto industry
4,514
Supermarkets
4,512
Colleges/institutions
4,325
Various services
3,922
Government
3,535
Source: IbopeTime
Source: IbopeTime
Top ten newspaper
owners (2008)
Top newspaper
sales houses (2008)
Owner
El Comercio
Trome
El Peruano
Expreso
Peru 21
Gestion
La Republica
Ojo
Correo
La Razon
Newspaper revenue
US$ (000s)
98,686
17,970
15,682
7,084
4,982
3,575
3,298
3,130
3,050
1,496
Newspaper revenue
Sales house
US$ (000s)
Grupo Eco
125,213
Emp. Peruana de Servicios Ed.
15,682
Epensa
8,300
Editora Sindesa
7,583
Grupo la Republica
4,988
Montecristo Editores
3,703
Las Rosas Editorial
977
Source: IbopeTime
Source: IbopeTime
138
PERU: MAGAZINES
MAGAZINES
Magazines
w=weekly f=fortnightly
m=monthly
Title
PC World Peru (f)
Cable Magico (m)
El Grafico Peru (w)
Magaly Teve (w)
Gisela (m)
Cosas (f)
Ruedas y Tuercas (f)
Para Ti (m)
Para Teens (m)
Dedo Medio (m)
Etiqueta Negra (m)
Circulation
(000s)
130
95
30
30
30
20
20
20
15
10
7
Adult
readership
(000s)
780
57
158
136
126
26
11
33
Full page
Colour
US$
2,298
2,040
1,382
1,200
1,904
2,391
2,298
1,700
1,700
1,224
1,904
Adult CPT
Colour
US$
2.6
24.1
7.6
14.0
19.0
87.1
112.9
57.2
Source: ZenithOptimedia (average market rates), Kantar Media (readership, Lima + 6 cities)
139
PERU: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Nestlé
414.6
Unilever
356.6
America Movil
318.9
Lan
305.8
Sony
291.7
Avon
291.1
Belcorp
270.1
Telefonica Multimedia
267.8
Farmindustria
257.6
Scotiabank
250.9
Category
US$ (000s)
Auto industry
1,606.6
Electronic media
1,182.2
767.8
Electrical appliances
759.2
Telecoms
743.1
Public events
652.4
Perfumes/colognes
646.9
Universities
646.5
Personal items
592.1
Hardware
562.4
Source: IbopeTime
Source: IbopeTime
Top ten magazine
owners (2008)
Top ten magazine
sales houses (2008)
Owner
Cosas
Caretas
Semana Economica
Vanidades
Cable Magico
Magaly Te Ve
Caras
Gisela
Etiqueta Negra
America Economia
Source: IbopeTime
Magazine revenue
US$ (000s)
5,252.6
4,867.9
1,894.5
1,696.7
1,494.2
1,468.6
1,375.3
933.4
557.2
502.7
Magazine revenue
Sales house
US$ (000s)
Editorial Letras e Imagenes
5,252.6
Editora Novolexis
4,867.9
Televisa
3,721.5
Apoyo Comunicaciones
1,894.5
Cable Magico
1,494.2
Magaly Te Ve
1,468.6
Grupo Eco
1,023.3
Gisela
933.4
Etiqueta Negra
557.2
America Economia
502.7
Source: IbopeTime
140
PERU: RADIO
RADIO
Number of radio households: 4,783,686 (100%)
Source: CPI
Source: CPI
Source: CPI
Costs/audiences
Station
National
R.P.P. (FM/AM)
Panamericana (FM/AM)
Moda (FM)
Nueva Q Fm (FM)
Ritmo Romantica (FM)
La Inolvidable (FM/AM)
La Karibeña (FM)
Felicidad (FM/AM)
Onda Cero (FM)
La Mega 94.3 (FM)
Main regional
R.P.P. (FM/AM)
Nueva Q Fm (FM)
Panamericana (FM/AM)
Onda Cero (FM/AM)
Felicidad (FM/AM)
Radiomar Plus (FM/AM)
La Mega 94.3 (FM)
Moda (FM)
La Inolvidable (FM/AM)
Ritmo Romantica (FM)
(30 sec)
audience
adult CPT
US$
(000s)
US$
Type
Peak
time
news
music
music
music
music
music
music
music
music
music
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
211
60
110
109
76
87
90
59
50
50
558
301
291
220
166
153
148
129
125
101
0.4
0.2
0.4
0.5
0.5
0.6
0.6
0.5
0.4
0.5
news
music
music
music
music
music
music
music
music
music
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
0600-1200
140
73
36
25
40
53
33
73
58
51
248
119
119
99
97
95
82
77
73
52
0.6
0.6
0.3
0.3
0.4
0.6
0.4
1.0
0.8
1.0
Source: CPI
141
PERU: RADIO
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
US$ (000s)
America Movil
2,351.0
1,958.9
Telefonica Moviles
1,515.9
Banco de Credito del Peru
1,013.2
Telefonica del Peru
599.9
Nestlé
574.3
Com. Cervecera Ambevperu
524.7
Empresa Editora el Comercio
471.9
460.5
427.4
Category
Telecoms
Beer
Electronic media
Universities
Print media
Government
Insurance
Clubs/associations
Source: IbopeTime
Source: IbopeTime
Top ten radio
owners (2008)
Top radio
sales houses (2008)
Owner
R.P.P. FM
Moda FM
Mar Plus FM
Studio 92 FM
La Inolvidable FM
Panamericana FM
Felicidad FM
Ritmo Romantica FM
Planeta FM
La Mega FM
Radio revenue
US$ (000s)
8,601.1
4,160.0
2,769.9
2,163.2
2,109.0
2,106.0
1,871.2
1,561.7
1,499.7
1,280.6
Source: IbopeTime
142
Radio expenditure
US$ (000s)
4,891.8
2,500.9
2,313.3
1,782.0
1,637.6
1,153.6
1,099.5
974.7
882.6
781.8
Radio revenue
Sales house
US$ (000s)
Grupo R.P.P.
15,633
Corporacion Radial del Peru
13,957
Grupo Panamericana
2,393
Radio Corp
1,462
Corporacion Universal
870
CPN
409
Source: IbopeTime
PERU: OUTDOOR
OUTDOOR
Simple panel
Simple unipolar
Vallas panel
Simple paleta
Valla
Paneleta
Simple paradero
Paleta
Simple minipolar
Cabinas
Torre unipolar
Panel
Paradero
Reloj
Vallas minipolar
Torre minipolar
Muro
Paleta ex totem
Giratorio unipolar
Giratorio poste
Giratorio minipolar
Prismas
Totem
Scrollers
Volumetrico poste
Giratoria paleta
Paleta totem
Corporeo
Giratoria panel
Simple poste
Number of
sites
5,072
4,538
2,639
1,856
1,805
1,560
1,378
1,256
1,210
1,196
912
865
690
442
399
383
317
311
304
277
235
198
136
132
82
37
25
23
21
8
Source: SAPEX
143
Cost per panel
per month US$
2,300.6
3,111.8
3,153.9
2,141.1
1,072.5
1,587.8
1,418.9
615.5
2,288.3
1,486.9
3,124.4
2,409.3
553.5
909.1
2,319.5
1,630.7
1,343.1
1,586.9
2,277.7
466.8
1,426.6
1,198.4
742.4
975.3
178.3
727.8
533.1
1,661.2
2,284.5
1,146.2
PERU: OUTDOOR
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
US$ (000s)
Telefonica del Peru
2,060.8
Telefonica Moviles
2,020.8
America Movil
1,825.8
1,569.3
Coca-Cola
1,491.4
Nestlé
1,194.9
Ajeper
1,148.1
Saga Falabella
876.8
Ace Home Center
862.3
LG
852.2
Outdoor expenditure
Category
US$ (000s)
Telecoms
6,699.0
4,035.9
Beer
2,482.9
Department stores
1,820.8
Carbonated drinks
1,808.3
Auto industry
1,391.0
Supermarkets
1,245.7
Universities
1,092.7
899.8
Ice cream
753.9
Source: SAPEX
Source: SAPEX
Top ten outdoor
contractors (2008)
Contractor
Punto Visual
Vallas y Gigantografias
F&G Publicitarios
Telefonica
Best Spot
Publicidad 3001
Publimovil
Publivia
Carteleras Peruanas
Outdoor revenue
US$ (000s)
16,177
15,213
6,158
4,324
1,700
1,674
1,661
1,374
1,347
1,151
Source: SAPEX
144
PERU: CINEMA
CINEMA
Source: CineSpot
per week: US$315
Source: CineSpot
Source: CineSpot
Trend in admissions
2002
2003
2004
2005
2006
2007
2008
Admissions
(mill)
8.4
8.6
9.4
9.1
11.3
12.5
12.8
Source: CineSpot
Age
12-15
16-24
25-34
35-49
50+
Sex
Male
Female
Class
AB
C
DE
%
9.6
29.9
28.3
22.7
9.6
%
48.7
51.3
%
36.9
40.0
23.1
Source: TGI Peru
145
PERU: INTERNET
INTERNET
Homes with internet connection: 458,200 (9.6%)
At home
At work
Total
Per day
Adults
100
150
250
Source: TGI Peru
Cost of display ads
Type
US$
Banner
8.0
Pop-up
9.0
Layer in home page
15.0
Video layer
12.5
Age
12-15
16-24
25-34
35-49
50+
Sex
Male
Female
Class
AB
C
DE
%
14.1
31.4
24.7
21.2
8.6
%
51.7
48.3
%
29.8
37.5
32.7
Site
Google
MSN
Yahoo!
Terra
YouTube
Monografias
Paginasamarillas
AltaVista
Google Video
Viabcp
Source: Certifica
146
Unique visitors
per month (000s)
3,580
2,372
1,356
614
525
361
330
236
204
177
PERU: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Monthly
97.7
69.2
38.4
87.4
98.1
21.8
61.1
Source: TGI Peru
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
US$ (000s)
America Movil
24,301
Telefonica Moviles
22,409
Alicorp
19,234
Procter & Gamble
19,169
Nestlé
16,529
14,985
Coca-Cola
11,733
Telefonica del Peru
8,829
Saga Falabella
8,218
Unilever
7,984
Category
Telecoms
Electronic media
Beer
Universities
Department stores
Shampoo
Carbonated drinks
Detergents
Auto industry
Source: IbopeTime
Source: IbopeTime
Top ten media
owners (2008)
Top ten
sales houses (2008)
Owner
El Comercio
04 America
09 ATV
05 Panamericana
Media Networks
Trome
El Peruano
Punto Visual
Source: IbopeTime
Media revenue
US$ (000s)
98,686
71,862
66,022
57,686
23,148
21,287
17,970
16,177
15,682
15,213
Media expenditure
US$ (000s)
52,568
23,324
20,376
19,021
12,349
11,633
10,949
9,697
9,027
7,512
Media revenue
Sales house
US$ (000s)
Grupo Eco
126,236
America Television
71,862
Andina de Radiodifusion
66,022
57,686
23,148
Media Networks
21,287
El Peruano
15,682
Grupo R.P.P.
15,633
Corporacion Radial del Peru
13,957
Red Global
13,763
Source: IbopeTime
147
PUERTO RICO: ECONOMIC DATA
PUERTO RICO
ECONOMIC DATA
2001
2002
2003
2004
2005
2006
2007
2008
at current prices
% change
at 2008 prices
% change
69,208 71,624 74,834 78,842 91,742 103,606 108,989 114,931
12.2
3.5
4.5
5.4
16.4
12.9
5.2
5.5
124,408 123,173 119,110 115,212 118,093 117,502 116,092 114,931
3.7
-1.0
-3.3
-3.3
2.5
-0.5
-1.2
-1.0
at current prices
at 2008 prices
18,023
32,398
18,507
31,828
19,287
30,698
20,216
29,542
23,404
30,126
26,217
29,733
27,453
29,242
28,877
28,877
3.8
3.9
3.9
3.9
3.9
4.0
4.0
4.0
58.1
4.5
62.8
8.0
68.4
8.9
77.7
13.5
88.2
13.5
93.9
6.5
100.0
6.5
2.56
2.49
2.42
1.99
1.71
1.60
1.60
1.9
-5.7
2.5
-5.9
-4.6
-15.9
-3.1
-14.6
-1.1
-7.1
5.3
-1.2
Population
Millions
2008=100
% change
55.6
8.2
2.61
at current prices
at 2008 prices
10.5
2.1
1.2
-3.2
148
PUERTO RICO: ADVERTISING EXPENDITURE
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
1,372
1,563
1,638
1,810
1,831
1,865
1,911
1,824
1,768
1,749
1,841
Newspapers
462
500
489
478
508
549
572
568
562
555
570
Magazines
32
38
46
48
51
56
60
51
58
65
65
TV
754
896
978
1,119
1,104
1,109
1,122
1,037
968
954
1,010
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
4.0
116
8
46
5.0
125
8
55
8.0
Source: AdTrac, Mediafax
Notes: 1. Before discounts
2. Includes agency commission (15%-20%)
Tobacco: Restricted by the federal USD.
Alcohol: Restricted by the federal USD.
Pharmaceutical: Restricted by the FDA and DACO.
Children's: Restricted by the FCC.
Political: Restricted by the Electoral Commision of Puerto Rico.
149
PUERTO RICO: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
8,870
San Juan
Spanish, English
US$
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
446
264
264
250
230
192
300
1,946
Female
(000s)
483
286
286
270
250
208
325
2,108
Total
(000s)
929
550
550
520
480
400
625
4,054
Female
(000s)
104
208
416
624
728
2,080
Total
(000s)
200
400
800
1,200
1,400
4,000
Source: Mediafax
Population status
AB
C1
C2
D
E/other
Total
Male
(000s)
96
192
384
576
672
1,920
Source: Medianet
Definition of population status
AB = yearly income of US$100,000+
C1 = yearly income of US$80,000-US$100,000
C2 = yearly income of US$60,000-US$80,000
D = yearly income of US$40,000-US$60,000
E = yearly income of <US$40,000
150
PUERTO RICO: TELEVISION
TELEVISION
Colour
VCR
DVD
Multiset
Cable (pass)
IPTV
95%
35%
62%
72%
28%
30%
30%
22%
20%
5%
Source: Medianet
Cable (digital)
DTH (digital)
DTT
Average
US$
30
30
30
Source: Medianet
151
Main channels
Channel
Non-commercial
WIPR TV Channel 6
WMTJ TV Channel 40
WSUR TV Channel 9
Commercial
WKAQ TV Channel 2
WAPA TV Channel 4
WORA TV Channel 5
WSTE Channel 7
WLII TV Channel 11
WPRV Channel 13
WTCV TV Channel 18
WJPX TV Channel 24
WSJU TV Channel 30
WWXY TV Channel 38
WCCV TV Channel 54
WUJA TV Channel 58
WECN TV Channel 64
Technical
Daily
penetration
hours of
(%)
transmission
Ad mins
per
week
98
95
65
24
24
24
2,016
2,016
2,016
99
98
60
75
99
95
75
65
65
65
65
65
65
24
24
24
24
24
24
24
24
24
24
24
24
24
2,688
2,688
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
2,016
Peak
time*
2000
1900
1930
Peak rate
30 sec
US$
5,000
4,500
5,000
Peak adult
audience
(000s)
257
279
226
Source: Medianet
Cost/audience
Channel
WKAQ TV Channel 2
WAPA TTV Channel 4
WAPA TV Channel 11
Source: Medianet
30 sec peak
adult CPT
US$
19.5
16.1
22.1
*Monday-Friday
Channel
Commercial
WKAQ TV Channel 2
WAPA TV Channel 4
WLII TV Channel 11
2008
Individuals
Adults
15
18
22
16
20
23
Source: Mediafax
152
Ad revenue
2008
US$ (mill)
67
53
80
Programme
Dona Barbara
Grey Anatomy
Cuidado Con
Super Exclusivo
Mas Sabe El Diablo
Super Cine
Aqui Ahora
The Mentalist
House
Mujeres Asesinas
Channel
WKAQ TV Channel 2
WAPA TV Channel 4
WLII TV Channel 11
WAPA TV Channel 4
WKAQ TV Channel 2
WAPA TV Channel 4
WLII TV Channel 11
WAPA TV Channel 4
WAPA TV Channel 4
WLII TV Channel 11
Adult
TVR
9.3
7.7
7.4
7.4
7.3
7.1
6.9
6.8
6.7
6.7
Source: Mediafax
Top ten television
advertisers (2008)
Advertiser
Procter & Gamble
Walgreens
Toyota
Caribbean Restaurants
Colgate Palmolive
Kellogs
Glaxo
Radio Shack
Panamerican Grain
Centenial
categories (2008)
TV expenditure
US$ (000s)
30,790
14,578
13,914
11,709
11,252
10,517
9,928
8,625
7,873
3,478
TV expenditure
Category
US$ (000s)
Services & institutions
232,748
Retail
154,434
Media, travel & entertainment
142,962
Health/beauty
89,955
Food products
55,964
Automotive
54,552
Beverages & tobacco
47,864
Household products
23,335
Paper & plastics
16,649
General merchandise
13,889
Source: Adtrac
Source: Adtrac
Top ten television
owners (2008)
Top ten television
sales houses (2008)
Owner
Univision WLII
NBC/Telemundo
Pegasus/Wapa
Wole
Wora
Mega TV/SBS
SBS Mega TV
Tele Oro
Caribe Vision
Univision/Super Siete
TV revenue
US$ (mill)
80
67
53
4
4
2
2
2
1
1
Source: Medianet
Sales house
De La Cruz
Badillo Nasca
Mediaedge
Mindshare
MediaHound
BBDO
Arco
Mediacom
Leo Burnet
Draft FCB
Source: Adtrac
153
TV revenue
US$ (000s)
52,963
49,579
46,705
44,667
35,656
40,653
34,255
39,153
29,989
29,710
PUERTO RICO: NEWSPAPERS
NEWSPAPERS
Newspapers
Adult
(000s)
(000s)
Title
National dailies
El Nuevo Dia
el Vocero
Primera Hora
Island Sun
Free regional weeklies
La Estrella
La Perla
La Semana
Other
Caribbean Business
Full page
B/W
US$
Adult CPT
B/W
US$
Full page
Colour
US$
192
125
109
20
672
240
513
40
6,240
5,460
5,070
2,000
9.3
22.8
9.9
50.0
8,240
7,060
7,760
2,500
60
40
40
120
80
809
2,500
2,000
2,000
20.8
25.0
2.5
3,500
2,800
2,800
40
160
6,500
40.6
8,500
Top ten newspaper
advertisers (2008)
Advertiser
Sears
Pitusa
ATT
Claro
JC Pennys
Banco Popular
Walgreens
Suncom
Centenial
Mitsubishi Motors
Top ten newspaper
US$ (000s)
14,119
6,917
6,576
6,486
5,024
4,649
4,183
3,717
3,588
2,147
Source: Adtrac
Category
US$ (000s)
216,407
Retail
134,900
Automotive
60,160
58,240
Health/beauty
4,245
General merchandise
4,184
Food
4,245
Beverages & tobacco
4,184
Clothes & accessories
559
Household products
578
Source: Adtrac
154
PUERTO RICO: NEWSPAPERS/MAGAZINES
Top newspaper
owners (2008)
Owner
Grupo Ferre
Miguel Roca
Casiano Group
Top ten newspaper
sales houses (2008)
Newspaper revenue
US$ (mill)
250
40
25
Source: Medianet
Sales house
De La Cruz
Badillo Nasca
Mediaedge
MediaHound
Mindshare
Arco
Euro
BBDO
Kairos
JMD
Newspaper revenue
US$ (000s)
30,260
22,894
17,131
16,391
15,217
13,399
9,466
9,265
9,217
5,126
Source: Adtrac
MAGAZINES
Magazines
w=weekly m=monthly
Adult
bm=bimonthly
Title q=quarterly
(000s)
(000s)
Cosmopolitan (m)
120
360
TV Guia (w)
100
400
Vea (w)
90
360
Imagen (m)
80
300
Vaniodades (bm)
75
300
Caras (m)
75
300
Buena Vida (m)
70
250
ESPN
45
90
Ocean Drive (q)
40
200
Modo de Vida (m)
20
100
Perspectiva Interior (bm)
15
40
Fox Sports
15
45
Business PR (bm)
13
35
Life & Style in Palmas
10
40
Industriales (m)
10
45
Dorado Style (m)
7
45
Mercados Tendencias
6
20
Paseos News (q)
1
5
155
Full page
Colour
US$
5,500
2,500
2,500
12,000
4,500
8,500
4,500
4,500
4,500
8,000
6,500
3,000
5,500
6,500
5,500
6,500
6,500
6,500
Adult CPT Full page
Colour
B/W
US$
US$
15.3
4,500
6.3
1,500
6.9
1,500
40.0
9,500
15.0
3,500
28.3
7,550
18.0
3,500
50.0
3,500
22.5
2,500
80.0
6,000
162.5
5,500
66.7
2,000
4,500
157.1
162.5
5,500
122.2
4,500
144.4
5,000
325.0
5,000
1,300.0
5,500
PUERTO RICO: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Procter & Gamble
2,340.3
JC Pennys
905.1
Glaxo
862.8
Sears
858.1
Walgreens
700.5
Unilever
549.4
Kraft
489.5
Pfizer
486.4
Kimberly Clark
318.6
SSS
303.2
Category
US$ (000s)
Health/beauty
14,742
Retail
14,369
13,040
6,105
Food
4,546
Beverages & tobacco
4,296
General merchandise
1,669
1,402
Household products
773
Unclassified ads
123
Source: Adtrac
Source: Adtrac
Top magazine
owners (2008)
Top ten magazine
sales houses (2008)
Owner
Casiano Group
Televisa Publishing
Angulo Group
Source: Medianet
Magazine revenue
US$ (mill)
12
10
8
Sales house
Leo Burnett
MediaHound
Universal McCann
Mindshare
De La Cruz
Kairos
Euro
Mediaedge
Badillo Nasca
Sajo Garcia
Source: Adtrac
156
Magazine revenue
US$ (000s)
3,696.3
3,132.5
2,455.1
2,107.4
1,625.6
1,454.6
1,048.0
1,430.4
1,313.5
945.0
PUERTO RICO: RADIO
RADIO
Source: Medianet
Costs/audiences
Station
National FM
KQ 105
Z Combo
Mega
Reggeton
La X
Fidelity
Sal soul
Estereotempo
Toca de To
Sistema
Peak
time
Peak rate
(30 sec)
US$
Peak adult
audience
(000s)
30 sec peak
adult CPT
US$
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
0600-1000
200
200
175
150
150
150
165
100
150
200
121
63
60
47
40
38
37
23
16
12
1.7
3.2
2.9
3.2
3.8
3.9
4.5
4.3
9.4
16.7
Source: Adtrac
Top ten radio
advertisers (2008)
Advertiser
Medalla
Burger King
Coors
Subway
El Nuevo Dia
SSS
Sears
McDonald's
Mitsubishi
Direct TV
categories (2008)
Radio expenditure
US$ (000s)
2,277.5
1,760.1
1,155.5
1,147.9
1,146.1
1,075.3
1,044.1
915.8
915.6
902.7
Source: Adtrac
Radio expenditure
Category
US$ (000s)
52,970
35,137
Retail
30,074
Automotive
17,410
Beverages & tobacco
8,352
Health/beauty
2,832
General merchandise
2,558
Food
2,223
Unclassified ads
1,485
Paper & plastics
225
Source: Adtrac
157
PUERTO RICO: RADIO/OUTDOOR
Top radio
owners (2008)
Owner
SBS
Univision Radio
Uno Radio Group
Besto Corp.
X100
Radio Isla
Wapa Radio
Top ten radio
sales houses (2008)
Radio revenue
US$ (mill)
18
12
10
5
4
4
2
Source: Medianet
Sales house
De La Cruz
Sajo Garcia
Badillo Nasca
Mamery
MediaHound
Mediaedge
BBDO
Marketing Media
Arteaga Arteaga
Arco
Source: Adtrac
OUTDOOR
Type of sites
Type of display
Street banners
Flyers
Sound trucks
Public transportation posters
Bus shelter
Mobile boards
Mall advertising
Mesh
Ice bags
Parking ads
Aerial ads
Elevators
Gas pumps
IMS, bluetooth, etc
Source: Medianet
158
Radio revenue
US$ (000s)
7,708.5
6,629.2
5,504.7
5,176.7
4,869.6
4,533.2
4,141.2
2,866.4
2,067.7
2,007.7
PUERTO RICO: OUTDOOR
Top ten outdoor
advertisers (2008)
Advertiser
Visa
Medalla
MMM
Coors
Santander
Mazda
Coca-Cola
Taco Maker
Bacardi
Burger King
Outdoor expenditure
US$ (000s)
151.8
80.3
70.9
67.5
53.2
44.1
33.8
29.4
25.5
23.4
Source: OMI
categories (2008)
Outdoor expenditure
Category
US$ (000s)
Financial services
387.1
Automotive
292.0
Beer
284.3
Telecoms
186.2
Insurance
148.1
Liquor
134.1
Public services
114.2
Fast food
103.6
91.6
Beverages
48.1
Source: OMI
Top outdoor
contractors (2008)
Contractor
LAMAR
CBS
Tactical
Oyhers
Covenant
Focal point
Outdoor revenue
US$ (mill)
19
13
8
3
2
2
Source: Medianet
159
PUERTO RICO: CINEMA
CINEMA
per week: US$350
Admissions
2008
Admissions
(mill)
255.6
Gross takings
US$ (mill)
7.0
Age
16-24
25-34
35-49
50+
Sex
Male
Female
%
15
16
23
23
%
53
47
160
PUERTO RICO: CINEMA
Top ten cinema
advertisers (2008)
Top ten cinema
Advertiser
Banco Popular
Harris Paint
7UP
Burger King
Fist Bank
Toyota
Ford
Coca-Cola
JC Pennys
Infinity
Category
Retail
Automotive
Beverages & tobacco
Health/beauty
General merchandise
Food
Unclassified ads
Paper & plastics
Source: Medianet
Source: Adtrac
Top cinema
owners (2008)
Top ten cinema
sales houses (2008)
Owner
Sono Film
Cinema revenue
US$ (mill)
7
Source: Medianet
Sales house
De La Cruz
Sajo Garcia
Badillo Nasca
Mamery
MediaHound
Mediaedge
BBDO
Marketing Media
Arteaga Arteaga
Arco
Source: Adtrac
161
PUERTO RICO: INTERNET
INTERNET
Adult internet users with home broadband: 70.0%
Typical monthly cost of internet access: US$25.0
Top search keywords
Keyword
Dmax
Internet
High speed
OSI Puerto Rico
Fox Interactive
El Nuevo Dia
Wikipedia
Banco Popular
Classificados
Source: Medianet
Age
16-24
25-34
35-54
55-64
65+
Sex
Male
Female
Income (US$)/year
0-15,000
15,001-30,000
30,001-50,000
50,001-75,000
75,001 and over
%
13
17
25
20
14
%
47
53
%
10
10
30
30
20
Source: PRIF
162
PUERTO RICO: INTERNET
Site
Microsoft
Google
Yahoo
Facebook
Interactive media
Ask network
Wikepedia
El Nuevo Dia.com
Banco Popular.com
PrimeraHora.com
Search engine
Google
MSN
Yahoo
LYCOS
AOL
ASK
Source: Comscore
Source: Medianet
Top ten internet
advertisers (2008)
categories (2008)
Advertiser
Banco Popular
Scotiabank
Seguros Multiples
Infiny Lazer
Grande
Econo
Sears
Burger King
Churches Chicken
L'Bel
Category
Toyota
Ford
Infinity
Claro
T-mobile
Duracell
Integrand Insurance
Pueblo
Capri
American Express
Source: Medianet
Source: Medianet
Top internet
sales houses (2008)
Sales house
Nobox
Pixdlogic
Kaput Media
Click 4
Populicom
Anexo Group
Cartantica
Source: Medianet
163
PUERTO RICO: MEDIA REACH/OVERALL
MEDIA REACH
Online video
Mobile television
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
99.0
5.0
5.0
82.0
46.0
87.0
73.0
11.0
23.0
Source: Medianet
OVERALL
Top ten overall
advertisers (2008)
Advertiser
Procter & Gamble
Sears
Walgreens
Toyota
ATT
Claro
Burger King
JC Pennys
Kelloggs
Pitusa
categories (2008)
Media expenditure
US$ (000s)
35,455
24,875
20,159
19,308
18,132
17,846
16,705
16,543
13,799
12,974
Media expenditure
Category
US$ (000s)
540,039
Retail
360,041
285,627
Automotive
144,036
Health/beauty
121,135
Food
74,923
Beverages & tobacco
77,309
General merchandise
31,678
Household products
25,312
Paper & plastics
18,519
Source: Adtrac
Source: Adtrac
Top ten media
owners (2008)
Top ten
sales houses (2008)
Owner
Grupo Ferre
Univision WLII
NBC/Telemundo
Pegasus/Wapa
Miguel Roca
Casiano Group
SBS
Univision Radio
Uno Radio Group
Televisa Publishing
Source: Medianet
Media revenue
US$ (mill)
250
80
67
53
40
25
18
12
10
10
Sales house
De La Cruz
Badillo Nasca
Mediaedge
Mindshare
MediaHound
BBDO
Arco
Mediacom
Leo Burnet/Starcom
Draft FCB
Source: Adtrac
164
Media revenue
US$ (000s)
97,247
82,701
72,926
68,670
60,437
54,417
51,596
44,196
43,855
39,189
USA: ECONOMIC DATA
USA
ECONOMIC DATA
2001
2002
2003
2004
2005
2006
2007
2008
at current prices
% change
at 2008 prices
% change
10,128 10,470 10,961 11,686 12,422 13,178 13,808 14,265
3.2
3.4
4.7
6.6
6.3
6.1
4.8
3.3
12,311 12,523 12,827 13,316 13,693 14,067 14,335 14,265
0.3
1.7
2.4
3.8
2.8
2.7
1.9
-0.5
at current prices
at 2008 prices
35.2
42.8
35.6
42.6
36.9
43.2
39.0
44.4
41.0
45.2
43.1
46.0
44.7
46.4
45.8
45.8
287.8
294.0
296.9
299.8
302.7
305.7
308.7
311.7
83.6
1.6
85.5
2.2
87.8
2.7
90.7
3.4
93.7
3.3
96.3
2.8
100.0
3.8
1.43
1.39
1.38
1.34
1.32
1.29
1.19
6.0
3.3
2.9
-0.4
4.3
1.0
2.4
-0.4
-4.2
-7.7
Population
Millions
2008=100
% change
82.3
2.8
1.45
at current prices
at 2008 prices
-6.0
-8.6
1.7
0.1
1.7
-0.5
165
USA: ADVERTISING EXPENDITURE
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
120,743
139,935
156,667
147,246
149,756
152,282
161,487
166,235
173,434
177,653
170,218
Newspapers
41,341
43,697
48,700
45,778
45,320
46,227
48,538
50,237
51,493
49,948
43,954
Magazines
14,573
21,193
23,978
21,540
20,903
21,712
22,757
23,902
24,804
25,688
23,633
TV
43,471
47,299
52,258
49,714
51,640
51,610
55,504
55,390
58,355
58,723
57,849
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
11,086
21,211
529
7,040
14,513
19,218
608
7,131
17,823
Advertising expenditure in US$ (mill) at constant 2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
159,335
180,863
195,834
178,988
179,134
178,209
184,013
183,240
185,135
184,440
170,218
Newspapers
54,554
56,477
60,875
55,647
54,211
54,097
55,309
55,376
54,967
51,856
43,954
Magazines
19,231
27,391
29,973
26,184
25,004
25,409
25,931
26,347
26,477
26,670
23,633
TV
57,365
61,133
65,323
60,431
61,770
60,396
63,247
61,055
62,292
60,967
57,849
20,337
5,314
2,534
24,015
5,900
5,945
26,024
6,140
7,500
22,853
5,852
8,023
23,233
329
5,915
8,672
22,915
354
5,960
9,078
23,205
386
6,036
9,900
22,695
441
6,312
11,014
22,302
491
6,772
11,834
22,022
549
7,309
15,067
19,218
608
7,131
17,823
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.
166
USA: POPULATION
POPULATION
Land area (km²)
Capital city
Languages
Currency
9,161,966
Washington, DC
English, Spanish
US dollar (US$)
Population by age
0-15
16-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
33,811
19,973
20,885
20,902
21,905
16,828
16,901
151,205
Female
(000s)
32,369
19,124
20,366
20,812
22,650
18,115
22,572
156,007
Total
(000s)
66,181
39,097
41,250
41,714
44,555
34,942
39,473
307,212
Source: 2009 US Census Projection
Adult status
AB
C1
C2
D
E
Total
Male
(000s)
28,587
15,998
12,045
20,773
31,887
109,290
Female
(000s)
30,641
19,040
9,095
19,906
38,308
116,990
Total
(000s)
59,228
35,038
21,140
40,679
70,195
226,280
Source: Nielsen Universe Estimates 2010
Definition of adult status:
AB = professional/technical/admin/manager
C1 = clerical/sales
C2 = farm/skilled
D = unskilled
E = unemployed
167
USA: TELEVISION
TELEVISION
Colour
VCR
DVD
PVR/DVR
Multiset
Cable (pass)
100.0%
66.7%
88.7%
31.5%
82.9%
89.7%
62.5%
43.7%
27.9%
27.7%
Source: Nielsen Media-Related UEs Sept. 2009
Cable (analogue)
Cable (digital)
DTH (digital)
IPTV
Average
US$
59
61
35
48
Source: Operators
168
USA: TELEVISION
Main channels
Channel
Non-commercial
Disney Channel
Encore
HBO - The Works
Showtime
Starz
Commercial
Broadcast
ABC
CBS
FOX
NBC
CW
MNTV
AZA (Azteca America)
TEL (Telemundo)
TF (Telefutura)
UNI (Univision)
Cable
A&E Network
ABC Family
Adult Swim
AMC
Animal Planet
BBC-America
Biography Channel
Black Entertainment TV
Bravo
Cable News Network (CNN)
CMT
CNBC
Comedy Central
Discovery Channel
Discovery Health
E! Entertainment TV
ESPN
ESPN Classic
ESPN2
ESPNews
Food Network
Fuse
FX
G4
Technical
Daily
penetration
hours of
(% TV HHs) transmission*
Ad mins
per
week
85.7
30.1
28.2
19.2
19.4
24
24
24
24
24
-
97.0
98.0
98.0
98.0
94.0
34.0
52.0
52.0
79.0
12
13
4
12
4
2
13
16
22
24
1,389
1,411
311
1,219
402
118
2,697
2,545
1,040
883
86.2
85.7
85.6
83.0
84.0
56.5
48.4
78.2
80.0
86.5
78.2
84.9
85.4
86.9
64.6
84.6
86.2
55.6
86.0
60.8
86.4
56.8
83.7
57.2
20
18
7
24
24
24
20
24
20
24
24
22
20
24
24
20
24
24
24
24
21
24
19
20
2,412
2,185
551
2,370
1,950
1,613
2,328
2,145
2,286
2,193
2,727
2,235
2,501
2,024
1,780
2,395
1,952
1,858
1,882
2,138
2,546
2,714
2,283
2,547
169
USA: TELEVISION
Main channels cont.
Channel
Cable cont.
Galavision
Golf Channel
Great American Country
GSN
Headline News (HLN)
History
History International
Home And Garden TV
Investigation Discovery
Lifetime Movie Network
Lifetime Television
Military Channel
MSNBC
MTV: Music Television
MTV2
Mun2 Cable
Nick-At-Nite
Nickelodeon
Nicktoons
Oxygen Media
Syfy
Speed
Spike TV
Style
TBS Network
The Cartoon Network
The Weather Channel
TLC
Disney XD
Travel Channel
truTv
Turner Network Television (TNT)
TV Guide Network
TV Land
USA Network
Versus
VH1
VH1 Classic
WE: Womens Entertainment
WGN America
Technical
Daily
penetration
hours of
(% TV HHs) transmission*
48.3
71.0
49.8
60.8
86.5
85.5
47.6
86.0
47.5
63.4
86.1
48.0
81.2
85.8
66.8
28.7
60.5
86.7
86.7
47.9
65.3
84.0
64.6
86.0
55.7
87.2
85.6
87.0
86.2
64.3
82.9
80.3
86.4
70.3
84.8
86.5
55.2
85.2
48.0
64.6
62.5
24
24
20
20
24
20
20
23
24
24
18
24
24
24
24
24
21
9
15
24
19
24
24
19
21
24
17
24
21
24
24
13
24
24
24
24
24
24
24
19
23
Ad mins
per
week
2,068
2,104
2,306
2,597
2,457
2,261
2,197
2,443
1,553
1,814
2,412
1,647
2,387
2,470
2,642
1,596
1,939
1,097
1,285
1,031
2,290
2,171
2,029
2,630
2,457
2,512
1,193
2,647
2,200
1,822
2,143
2,171
2,226
3,630
2,903
2,374
2,269
2,610
2,394
2,453
1,571
Source: Nielsen Universe Estimates, Nielsen Audience Watch, TNS Strategy
* national programming
170
USA: TELEVISION
Cost/audience
Channel
FOX
ABC
CBS
NBC
CW
MNTV
Peak
time
Prime
Prime
Prime
Prime
Prime
Prime
Peak rate
30 sec
US$
217,700
160,400
138,000
98,000
33,300
10,100
Peak adult
audience
(000s)
6,310
6,325
8,746
5,426
1,343
1,213
30 sec peak
adult CPT
US$
34.5
25.4
15.8
18.1
24.8
8.3
Source: TNS Strategy, excludes PSAs, Nielsen Galaxy Explorer, Live+SD
Channel
Non-commercial
Disney Channel
Encore
HBO - The Works
Showtime
Starz
Commercial
Broadcast
ABC
CBS
FOX
NBC
CW
MNTV
AZA (Azteca America)
TEL (Telemundo)
TF (Telefutura)
UNI (Univision)
Cable
A&E
ABC Family
Adult Swim
AMC
Animal Planet
BBC-America
Biography Channel
Black Entertainment TV
Bravo
Ad revenue
2008
2008
Individuals Adults (18+) US$ (000s)
171
2.6
1.2
1.3
0.4
0.6
0.9
1.3
1.3
0.4
0.6
-
6.5
6.9
5.1
6.9
2.1
1.3
0.1
0.7
0.6
2.4
7.2
7.8
5.5
7.8
2.1
1.4
0.1
0.7
0.6
2.4
5,169,297
6,304,572
4,528,078
5,372,909
789,485
93,280
195,831
914,294
363,849
1,713,440
1.2
1.1
2.5
1.1
0.6
0.1
0.2
0.7
0.5
1.4
0.8
1.7
1.2
0.6
0.1
0.2
0.6
0.6
401,946
280,026
100,827
179,989
214,133
59,693
29,180
340,154
166,351
USA: TELEVISION
Share of viewing & ad revenue cont.
Channel
Cable cont.
Cable News Network (CNN)
CMT
CNBC
Comedy Central
Discovery Channel
Discovery Health
E! Entertainment TV
ESPN
ESPN Classic
ESPN2
ESPNews
Food Network
Fuse
FX
G4
Galavision
Golf Channel
Great American Country
GSN
Headline News (HLN)
History
History International
Home And Garden TV
Investigation Discovery
Lifetime Movie Network
Lifetime Television
Military Channel
MSNBC
MTV: Music Television
MTV2
Mun2 Cable
Nick-At-Nite
Nickelodeon
Nicktoons
Oxygen Media
Syfy
Speed
Spike TV
Style
TBS Network
The Cartoon Network
Ad revenue
2008
2008
1.3
0.4
0.4
1.0
1.1
0.2
0.6
1.7
0.1
0.6
0.1
1.0
0.0
1.1
0.1
0.2
0.1
0.1
0.4
0.5
1.1
0.2
1.0
0.3
0.7
1.4
0.1
0.8
0.9
0.2
0.0
0.4
2.9
3.8
0.2
0.4
1.0
0.3
1.1
0.2
1.8
1.8
172
1.5
0.4
0.5
0.9
1.1
0.3
0.6
1.8
0.1
0.6
0.1
1.0
0.0
1.1
0.1
0.2
0.2
0.1
0.4
0.6
1.2
0.2
1.2
0.3
0.8
1.5
0.2
1.0
0.8
0.2
0.0
0.4
2.0
1.5
0.1
0.4
1.0
0.3
1.1
0.2
1.8
0.6
418,440
175,640
232,552
719,233
556,610
51,275
389,239
1,536,863
29,433
312,779
36,596
522,985
33,935
365,369
48,502
174,370
164,464
12,714
85,858
143,357
337,503
15,423
554,760
27,694
81,368
627,825
28,185
158,432
1,013,810
92,559
6,379
113,247
423,832
934,417
23,530
153,005
301,867
104,236
564,680
92,545
828,588
232,581
USA: TELEVISION
Share of viewing & ad revenue cont.
Ad revenue
2008
2008
Channel
Cable cont.
The Weather Channel
TLC
Disney XD
Travel Channel
truTv
Turner Network Television (TNT)
TV Guide Network
TV Land
Usa Network
Versus
VH1
VG1 Classic
WE: Womens Entertainment
WGN America
0.5
0.7
0.4
0.4
1.0
2.2
0.2
1.1
2.3
0.2
0.7
0.1
0.2
0.4
0.6
0.7
0.2
0.4
1.1
2.4
0.2
1.2
2.5
0.2
0.6
0.1
0.3
0.4
Source: Nielsen Galaxy Explorer Live SHR 2008, TNS Strategy 2008
Programme
American Idol - Tuesday
American Idol - Wednesday
Dancing With The Stars
Dancing With The Stars Results
The Mentalist
CSI
NCIS
60 Minutes
Two And A Half Men
America's Got Talent
Channel
FOX
FOX
ABC
ABC
CBS
CBS
CBS
CBS
CBS
NBC
Source: Nielsen Galaxy Explorer Live
Note: excludes sports, specials, breakouts
173
Adult 18+
TVR
9.7
9.5
7.6
7.0
6.6
5.3
5.2
5.0
4.9
4.7
214,599
299,368
83,606
146,931
195,477
1,102,569
132,655
318,618
919,245
102,344
564,295
13,520
89,731
198,727
USA: TELEVISION
Top ten television
advertisers (2008)
categories (2008)
TV expenditure
Advertiser
US$ (000s)
Procter & Gamble
2,153,884
AT&T
1,329,273
General Motors
1,208,575
Verizon Communications
1,165,635
Johnson & Johnson
901,899
Toyota
761,363
Yum Brands
739,128
Ford
720,981
Time Warner
691,018
General Electric
672,238
TV expenditure
Category
US$ (000s)
Wireless telecom providers
3,129,045
Quick serve restaurants
2,656,341
Motion pictures
2,617,765
Direct response drugs & toiletries
1,421,516
Auto insurance
1,367,078
Cars, Asian: sales & leasing
1,301,121
Light trucks, domestic: sales & lsg
1,234,764
Credit cards
1,124,047
Casual dining restaurants
1,090,668
Light trucks, Asian: sales & lsg
1,025,541
Source: TNS-MI, excludes PSAs
Source: TNS-MI, excludes PSAs
174
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
Huntington Herald-Dispatch (S)
Huntington Herald-Dispatch
Charlotte, NC
The Charlotte Observer (S)
The Charlotte Observer
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
2,114
2,082
1,451
1,039
3,739
3,325
4,048
2,922
119,600
216,906
168,840
150,696
32.0
65.2
41.7
51.6
189,400
277,646
198,140
179,996
141
79
45
338
232
117
40,274
40,274
5,889
119.2
173.9
50.5
40,692
40,692
6,419
133
102
384
249
22,104
17,247
57.5
69.3
24,414
18,867
462
262
1,682
1,000
95,130
73,710
56.5
73.7
101,880
78,030
185
153
503
382
35,528
29,408
70.7
77.1
36,441
30,321
351
210
43
41
922
560
99
90
50,589
41,441
5,003
4,807
54.9
74.1
50.5
53.7
56,501
46,696
5,656
5,460
165
132
33
32
485
364
101
76
26,753
24,795
8,063
7,710
55.1
68.1
80.1
101.7
28,439
26,449
8,714
8,361
467
303
91
74
1,452
789
256
212
80,136
66,528
16,803
16,163
55.2
84.4
65.7
76.2
90,916
75,735
17,986
17,346
252
174
680
461
44,402
33,835
65.3
73.4
52,251
39,805
72
64
31
26
192
123
101
86
12,521
11,706
12,712
10,672
65.2
95.0
125.9
124.5
13,196
12,381
13,662
11,622
264
211
741
506
49,410
46,440
66.7
91.8
54,195
51,225
175
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Chicago, IL
Chicago Tribune (S)
Chicago Tribune
Chicago Sun-Times
Chicago Sun-Times (S)
Daily Herald (S)
Daily Herald
Cincinnati, OH
The Cincinnati Enquirer (S)
The Cincinnati Enquirer
Cleveland-Akron(Canton), OH
The Plain Dealer (S)
The Plain Dealer
Akron Beacon Journal (S)
Akron Beacon Journal
Columbus, OH
The Columbus Dispatch (S)
The Columbus Dispatch
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
Fresno-Visalia, CA
The Fresno Bee (S)
The Fresno Bee
Ft. Myers-Naples, FL
The News-Press (S)
Naples Daily News (S)
The News-Press
Naples Daily News
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
858
501
312
254
132
130
2,403
1,431
1,201
1,274
357
353
143,010
95,130
45,504
45,504
16,969
16,677
59.5
66.5
37.9
35.7
47.5
47.2
154,266
103,432
50,154
50,154
18,308
18,015
273
189
791
535
47,166
45,235
59.6
84.6
55,164
52,975
393
292
151
111
1,035
735
378
272
87,318
59,598
22,709
15,733
84.4
81.1
60.1
57.9
93,003
64,908
25,179
17,657
332
196
819
524
54,118
40,233
66.1
76.9
55,938
41,628
475
332
279
189
1,334
884
757
523
107,100
95,760
58,739
54,054
80.3
108.3
77.6
103.4
123,165
110,124
62,980
58,295
526
372
1,161
450
125,603
50,360
108.2
111.9
134,377
57,978
220
135
437
309
41,974
33,942
96.1
109.8
46,715
37,616
605
477
78
66
60
48
1,484
812
220
158
201
168
88,870
79,344
15,509
15,509
14,254
14,254
59.9
97.8
70.7
98.5
70.8
84.6
88,199
17,174
17,174
15,306
15,306
84
69
264
214
18,232
17,065
69.0
79.8
20,448
19,170
166
140
471
340
35,375
30,209
75.0
89.0
38,785
32,949
84
73
69
64
273
162
211
143
19,518
11,783
14,938
9,062
71.5
72.6
71.0
63.5
22,117
13,283
16,887
9,962
176
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Grand Rapids-Kalamazoo-Battle Creek, MI
The Grand Rapids Press (S)
The Grand Rapids Press
Kalamazoo Gazette (S)
Kalamazoo Gazette
Greensboro-High Point-Winston Salem, NC
The News & Record (S)
Winston-Salem Journal (S)
The News & Record
Winston-Salem Journal
G'ville-S'burg, SC-Asheville, NC-And., SC
The Greenville News (S)
The Greenville News
Herald-Journal (S)
Herald-Journal
Harrisburg-Lancaster-Lebanon-York, PA
The Patriot*The Patriot News (S)
The Patriot*The Patriot News
Lancaster Intelligencer-Journal
Hartford & New Haven, CT
The Hartford Courant (S)
The Hartford Courant
New Haven Register (S)
New Haven Register
Honolulu, HI
Honolulu Advertiser (S)
Honolulu Advertiser
Honolulu Star-Bulletin
Honolulu Star-Bulletin (S)
Houston, TX
Houston Chronicle (S)
Houston Chronicle
Indianapolis, IN
The Indianapolis Star (S)
The Indianapolis Star
Jacksonville, FL
The Florida Times-Union (S)
The Florida Times-Union
Kansas City, MO
The Kansas City Star (S)
The Kansas City Star
Knoxville, TN
Knoxville News-Sentinel (S)
Knoxville News-Sentinel
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
178
124
62
46
470
308
202
123
16,322
10,828
7,314
6,072
34.7
35.2
36.2
49.3
17,814
11,920
8,394
6,750
96
88
81
75
254
239
197
185
16,538
14,994
11,575
13,356
65.0
62.8
58.7
72.3
18,028
18,743
13,065
16,695
104
75
48
39
311
199
156
132
22,208
20,192
13,598
11,780
71.4
101.3
87.1
89.2
24,733
22,717
15,182
13,364
134
90
87
342
230
119
12,280
10,836
13,230
35.9
47.2
111.6
13,220
11,655
14,380
223
156
83
74
553
395
219
188
55,470
45,150
23,726
18,806
100.3
114.3
108.1
100.0
58,555
397,738
27,401
22,341
137
127
64
60
435
385
155
148
27,998
24,234
11,675
11,675
64.3
62.9
75.5
79.1
27,998
24,234
12,550
12,550
583
425
1,726
1,198
109,746
85,176
63.6
71.1
118,251
91,896
342
260
755
573
49,938
39,729
66.2
69.3
55,838
44,319
178
123
525
374
36,507
30,444
69.5
81.4
40,923
33,728
333
235
766
514
69,960
64,560
91.4
125.6
73,232
67,398
139
111
396
291
25,678
21,548
64.9
74.2
26,063
21,833
177
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Las Vegas, NV
Las Vegas Review-Journal
Las Vegas Review-Journal
Lexington, KY
Lexington Herald-Leader (S)
Lexington Herald-Leader
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
Sun-Sentinel (S)
The Miami Herald (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
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
195
172
555
416
31,985
28,368
57.6
68.3
35,615
31,894
120
104
355
265
15,000
13,860
42.3
52.3
16,602
15,119
1,055
739
464
464
447
447
300
231
147
140
92
64
64
48
3,001
1,929
506
265
441
233
890
643
530
475
391
232
216
447
156,993
125,388
89,082
89,082
82,026
82,026
60,296
46,679
26,586
25,074
12,166
12,085
12,085
12,166
52.3
65.0
175.9
336.2
186.1
351.6
67.8
72.6
50.2
52.8
31.1
52.1
56.1
27.2
170,333
136,964
96,159
96,159
89,103
89,103
63,914
49,755
28,916
27,274
13,862
19,162
19,162
13,862
252
193
618
453
39,788
34,258
64.4
75.7
44,870
39,340
229
193
519
387
50,498
38,455
97.2
99.5
54,547
41,388
285
270
202
196
623
846
584
397
68,166
51,156
35,658
52,668
109.4
60.4
61.0
132.5
73,616
54,971
39,138
58,118
361
203
832
532
58,080
41,640
69.8
78.3
63,109
45,354
498
320
253
192
1,201
789
626
417
63,000
40,068
31,632
29,238
52.5
50.8
50.5
70.1
71,030
46,493
36,357
33,428
117
107
63
51
309
262
194
145
16,109
13,772
24,524
19,781
52.2
52.6
126.2
136.5
17,372
15,035
25,723
20,842
178
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
Nashville, TN
The Tennessean (S)
The Tennessean
New York, NY
Daily News (S)
Daily News
New York Post
Newsday (S)
Newark Star Ledger (S)
Newsday
New York Post (S)
amNewYork
Metro New York
Newark Star Ledger
Asbury Park Press/Home News Tribune (S)
Asbury Park Press/Home News Tribune
The Hackensack Record (S)
The Hackensack Record
Norfolk-Portsmouth-Newport News, VA
The Virginian-Pilot (S)
The Virginian-Pilot
Oklahoma City, OK
The Oklahoman (S)
The Oklahoman
Orlando-Daytona Beach-Melbourne, FL
The Orlando Sentinel (S)
The Orlando Sentinel
The Daytona-Beach News-Journal (S)
Florida Today (S)
The Daytona-Beach News-Journal
Florida Today
Philadelphia, PA
The Philadelphia Inquirer (S)
The Philadelphia Inquirer/Daily News
The Morning Call (S)
Metro Philadelphia
The Morning Call
Reading Eagle (S)
Reading Eagle (D)
Phoenix (Prescott), AZ
The Arizona Republic (S)
The Arizona Republic
The East Valley Tribune
The East Valley Tribune (S)
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
210
150
592
450
51,603
43,519
87.2
96.8
54,627
46,543
645
603
558
427
405
368
357
323
301
287
245
193
192
157
2,598
2,474
1,936
1,266
1,335
1,362
1,132
605
608
941
534
397
551
470
81,204
65,308
57,634
59,413
60,208
48,189
43,635
24,950
14,907
77,743
42,058
28,458
37,685
30,977
31.3
26.4
29.8
46.9
45.1
35.4
38.5
41.2
24.5
82.6
78.7
71.7
68.4
65.9
72,042
63,725
66,248
52,501
54,544
25,810
14,907
83,373
44,024
30,163
39,538
32,624
200
175
816
670
28,638
27,219
35.1
40.6
32,388
30,469
225
165
552
338
57,425
49,081
104.1
145.0
62,570
54,226
315
206
102
86
79
70
862
614
295
227
245
180
73,962
46,494
24,709
22,336
18,484
14,626
85.8
75.7
83.6
98.6
75.6
81.3
79,478
50,820
27,124
24,699
20,629
16,611
550
396
131
120
99
79
58
1,507
1,125
362
289
274
186
150
118,720
86,100
16,380
5,376
14,112
7,564
5,753
78.8
76.5
45.3
18.6
51.6
40.8
38.4
127,062
91,662
17,468
5,376
15,200
8,093
6,282
517
390
54
51
1,329
998
167
193
86,172
62,855
5,940
5,940
64.8
63.0
35.5
30.8
92,714
68,315
13,959
13,959
179
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
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
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 Stockton Record (S)
The Stockton Record
Salt Lake City, UT
The Salt Lake Tribune/Des. Morning News (S)
The Salt Lake Tribune/Des. Morning News
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 (S)
North County Times
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
320
209
194
166
754
493
353
257
65,941
40,115
32,500
25,282
87.4
81.3
92.1
98.3
72,561
43,955
34,602
27,384
326
269
49
43
912
713
155
135
35,296
34,017
13,696
11,880
38.7
47.7
88.2
88.1
41,855
39,295
15,342
13,272
187
132
501
379
43,299
36,036
86.5
95.2
49,988
42,725
205
157
64
60
543
370
174
159
32,938
28,684
10,263
8,801
60.6
77.6
58.9
55.5
36,127
31,873
11,063
9,601
197
158
502
379
30,366
26,586
60.5
70.2
32,306
28,186
96
82
287
232
7,583
6,482
26.4
27.9
9,479
8,103
192
136
508
383
64,956
59,388
127.9
154.9
68,208
62,641
291
249
78
72
61
55
775
640
221
203
186
152
51,030
41,958
14,868
13,230
51,030
44,100
65.8
65.6
67.3
65.1
274.7
290.1
55,820
45,768
16,368
14,545
-
212
192
547
474
38,558
32,702
70.5
69.0
40,458
34,352
304
193
770
495
54,252
43,693
70.5
88.3
57,578
46,420
331
261
79
78
876
673
170
155
76,497
61,017
12,096
11,466
87.3
90.7
71.1
74.0
81,047
64,992
13,046
12,416
180
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
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
The Seattle Post-Intelligencer
Tacoma News Tribune (S)
Tacoma News Tribune
Spokane, WA
Spokane Spokesman-Review (S)
Spokane Spokesman-Review
St. Louis, MO
St. Louis Post-Dispatch (S)
St. Louis Post-Dispatch
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)
The Tampa Tribune (S)
St. Petersburg Times
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)
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
355
312
245
227
194
186
1,015
866
675
622
389
355
92,919
83,031
129,528
116,550
51,729
46,440
91.5
95.9
192.0
187.5
132.9
130.9
98,069
87,931
144,330
124,805
55,250
48,788
377
203
117
115
102
984
535
390
316
261
74,846
57,443
25,146
21,001
76.1
107.4
79.7
80.4
987,865
393,865
28,469
23,775
107
85
302
218
14,581
14,119
48.2
64.8
15,790
15,328
1,048
942
58
50
969
572
173
137
71,680
52,627
7,134
5,486
74.0
92.0
41.2
40.0
79,564
59,475
7,814
6,166
152
104
395
284
24,760
20,762
62.7
73.2
29,311
25,313
414
285
283
195
116
97
913
788
650
549
214
189
99,330
74,592
82,560
54,810
26,648
23,358
108.9
94.6
127.0
99.8
124.5
123.7
104,245
78,632
87,800
58,310
28,509
25,219
136
111
353
255
22,572
16,995
64.0
66.8
25,042
19,254
155
124
391
232
37,681
27,090
96.5
116.8
48,985
35,217
152
111
400
262
18,270
16,380
45.7
62.5
19,446
17,556
869
665
81
71
2,059
1,543
190
147
150,948
107,856
13,563
13,563
73.3
69.9
71.4
92.1
163,563
118,067
15,313
15,313
181
USA: NEWSPAPERS
Newspapers cont.
S=Sunday
Title
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
Times Leader (S)
Times Leader
Scranton Times/Tribune
Scranton Times/Tribune (S)
CircAdult
ulation readership
B/W
B/W
Colour*
(000s)
(000s)
US$
US$
US$
179
143
497
398
29,002
23,202
58.4
58.3
36,253
29,002
122
75
320
205
23,423
16,853
73.1
82.1
24,903
18,113
49
36
32
31
127
97
132
152
11,683
7,618
17,181
17,349
91.7
78.7
130.7
113.9
12,178
8,113
18,330
18,064
Source: SRDS, Scarborough 2009 Release 1 (by DMA), MRI for national
* Full page colour includes B/W cost plus added full-colour cost from SRDS, Mon-Wed rates if different,
column inch calculations use SRDS measurement data
182
USA: NEWSPAPERS
Top ten newspaper
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
News Corp.
686,706
675,881
Macy's
580,601
Valassis Communications
387,286
General Motors
321,884
AT&T
288,142
General Motors Local Dealers
273,424
Ford Local Dealers
220,883
Frys Electronics
204,991
Time Warner
203,882
Category
US$ (000s)
1,047,669
Banking (consumer)
1,026,780
Coupon marketing
885,789
Motion pictures
874,493
Car & truck dealers: sales & lsg
813,776
Car & light truck local dealers, Asian
770,105
Consumer electronics
651,145
Car & light truck local dealers, dom.
607,983
Furniture
595,695
Real estate
551,192
Source: TNS-MI, excludes PSA's
183
USA: MAGAZINES
MAGAZINES
Magazines
Title
Airline
Southwest Spirit
Delta's SKY Magazine
Continental
United Hemispheres
US Airways Magazine
American Way
Automotive
Car and Driver
Motor Trend
Road & Track
Hot Rod
Automobile Magazine
4 Wheel & Off Road
AutoWeek
Car Craft
Four Wheeler
Super Chevy
Street Rodder
Babies
Baby Talk
American Baby
Fit Pregnancy
Boating
Boating
Salt Water Sportsman
Motor Boating
Yachting
Bridal
Brides
Modern Bride
Bridal Guide
Business/finance
Money
Forbes
Fortune
Business Week
Kiplinger's Personal Finance
Smart Money
Inc.
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
495
375
342
329
329
323
3,189
3,942
2,417
2,087
2,886
1,371
37,600
50,740
39,380
41,072
27,040
31,111
11.8
12.9
16.3
19.7
9.4
22.7
28,954
35,480
31,520
18,907
23,987
1,278
1,085
690
658
546
322
291
269
212
153
135
10,610
7,237
5,571
6,910
4,043
3,306
2,884
2,543
3,199
2,950
2,680
209,087
160,100
122,116
92,020
94,960
39,945
33,964
19,560
29,386
18,315
13,390
19.7
22.1
21.9
13.3
23.5
12.1
11.8
7.7
9.2
6.2
5.0
135,795
95,300
79,371
56,830
66,480
23,975
21,805
13,690
18,645
12,820
9,535
1,994
1,986
499
5,176
6,788
2,080
142,730
145,200
54,587
27.6
21.4
26.2
128,500
105,700
43,681
192
162
143
124
2,371
1,703
1,159
1,281
45,505
32,125
30,455
33,655
19.2
18.9
26.3
26.3
31,510
28,910
27,410
30,295
339
327
176
6,277
4,833
4,234
80,040
80,040
41,814
12.8
16.6
9.9
64,354
64,354
33,344
1,953
939
902
882
828
820
723
7,833
5,532
3,975
4,699
2,407
3,552
1,282
192,200
131,685
118,600
129,030
78,165
86,420
74,200
24.5
23.8
29.8
27.5
32.5
24.3
57.9
134,800
89,529
82,900
87,515
53,774
63,947
48,250
184
USA: MAGAZINES
Magazines cont.
Title
Business/finance cont.
The Economist
Wired
Entrepreneur
Black Enterprise
Barron's
Consumer Reports
Computers
PC World
Macworld
Maximum PC
Epicurean
Bon Appétit
Cooking Club
Everyday Food
Food & Wine
Gourmet
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
Reader's Digest
National Geographic
American Legion
Guideposts
Smithsonian
VFW Magazine
Ebony
Star
Vanity Fair
New Yorker
National Enquirer
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
712
680
613
514
320
-
2,667
3,000
2,887
4,317
1,235
18,773
38,870
72,657
83,480
46,200
46,051
-
14.6
24.2
28.9
10.7
37.3
-
32,660
48,691
62,625
34,650
34,112
-
589
298
-
3,688
1,625
1,403
83,890
42,620
-
22.7
26.2
-
68,495
32,785
-
1,361
511
959
1,000
969
369
6,721
4,570
4,667
7,212
5,753
2,453
116,886
82,000
101,867
47,518
17.4
11.4
17.7
19.4
81,995
58,600
64,526
35,627
1,537
1,418
950
933
807
592
570
530
461
441
314
247
9,666
3,942
5,578
3,919
4,921
2,710
3,446
3,425
3,344
6,911
2,640
3,636
146,960
60,915
73,700
49,040
35,945
37,390
38,185
36,250
25,550
37,445
30,368
-
15.2
15.5
13.2
12.5
7.3
13.8
11.1
10.6
7.6
5.4
11.5
-
117,590
40,615
59,180
32,685
24,620
26,175
27,275
24,775
19,655
22,870
18,291
-
8,356
4,699
2,454
2,382
2,060
1,490
1,400
1,194
1,096
1,004
859
21,065
31,895
3,577
7,000
6,879
2,587
11,081
10,097
6,766
4,253
9,476
204,495
67,755
78,025
144,804
35,590
57,947
144,580
138,695
115,603
54,150
6.4
18.9
11.1
21.1
13.8
5.2
14.3
20.5
27.2
5.7
173,820
49,915
54,620
98,829
28,115
42,893
130,130
92,569
90,591
-
185
USA: MAGAZINES
Magazines cont.
Title
Fraternal cont.
National Wildlife
Town & Country
Atlantic Monthly
Audubon
Yankee
Saturday Eve. Post
Catholic Digest
Health
Prevention
Health
Arthritis Today
Diabetes Forecast
Muscle & Fitness
Psychology Today
Home service
Better Homes and Gardens
Southern Living
Martha Stewart Living
Country Living
Sunset
Family Handyman
Midwest Living
Handy
Traditional Home
This Old House
House Beautiful
Architectural Digest
Coastal Living
Gardening How-To
Metropolitan Home
Elle Decor
Veranda
Country Sampler
Workbench
Garden Design
American Woodworker
Mother Earth News
Men's
Playboy
Maxim
Men's Health
Popular Mechanics
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
683
463
440
425
364
360
277
5,020
3,822
1,338
1,615
2,308
2,872
2,275
29,190
92,132
58,235
41,405
18,440
21,450
15,687
5.8
24.1
43.5
25.6
8.0
7.5
6.9
22,230
71,604
39,031
25,040
16,560
17,160
12,164
3,404
1,409
827
493
411
288
10,747
7,727
4,321
4,741
6,893
3,500
122,500
98,200
34,745
24,260
50,803
23,063
11.4
12.7
8.0
5.1
7.4
6.6
122,500
88,200
24,230
18,400
40,953
15,818
7,658
2,904
1,954
1,625
1,236
1,167
986
982
977
976
846
822
690
662
559
507
451
315
298
254
226
-
39,320
15,908
11,620
11,182
4,980
4,666
3,987
2,654
4,515
5,804
6,516
4,706
3,647
4,429
2,534
1,940
1,380
2,258
1,862
4,226
3,488
1,737
454,600
170,000
154,600
148,000
98,970
103,720
125,100
65,630
149,600
85,250
135,251
94,886
55,800
39,340
92,253
81,270
51,300
7,012
28,429
31,515
15,100
27,648
11.6
10.7
13.3
13.2
19.9
22.2
31.4
24.7
33.1
14.7
20.8
20.2
15.3
8.9
36.4
41.9
37.2
3.1
15.3
7.5
4.3
15.9
375,800
129,100
108,150
108,000
71,310
71,570
87,800
44,955
110,600
59,850
92,149
68,485
40,880
26,950
68,706
60,858
40,000
19,897
22,911
18,236
2,533
2,443
1,819
1,169
9,380
13,281
12,167
9,065
157,630
241,756
169,115
138,347
16.8
18.2
13.9
15.3
112,585
217,578
97,498
186
USA: MAGAZINES
Magazines cont.
Title
Men's cont.
GQ (Gentlemen's Quarterly)
Men's Journal
Esquire
Men's Fitness
Penthouse
Cigar Aficionado
Details
Motorcycle
Cycle World
Motorcyclist
Dirt Rider
Music
Rolling Stone
Spin
News & entertainment weeklies
People
Time
TV Guide
Sports Illustrated
Newsweek
Entertainment Weekly
US Weekly
US News & World Report
Jet Magazine
In Touch Weekly
New York Magazine
Life & Style
Texas Monthly
Globe
Newspaper-distributed
Parade
Metro-Puck
USA Weekend
Other
AARP The Magazine
Flying
Outdoor recreation
Scouting
National Geographic Adventure
Sierra
Backpacker
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
894
718
698
682
294
247
-
6,211
3,565
3,147
7,786
2,861
1,821
1,254
136,275
89,665
119,554
78,995
31,300
32,085
57,567
21.9
25.2
38.0
10.1
10.9
17.6
45.9
90,781
80,670
80,442
63,440
27,800
27,255
38,366
310
230
128
3,081
2,973
1,809
47,375
32,810
16,300
15.4
11.0
9.0
31,595
21,445
13,040
1,492
455
12,380
2,023
165,775
55,220
13.4
27.3
149,200
44,220
3,720
3,518
3,323
3,238
2,728
1,854
1,852
1,686
932
814
441
439
318
-
43,213
20,775
11,160
20,946
9,330
11,381
11,667
9,994
8,532
7,135
1,742
4,337
2,401
1,280
241,975
273,750
336,000
155,795
176,590
101,035
29,739
100,496
77,855
37,572
24,210
5.6
13.2
16.0
13.7
15.1
10.1
3.5
14.1
44.7
15.6
18.9
165,375
178,530
204,100
124,635
158,930
67,650
21,331
82,220
48,277
24,006
-
31,692
27,791
27,572
56,299
66,591
28,890
-
-
-
24,025
198
34,857
1,286
518,000
23,025
14.9
17.9
467,500
18,420
1,020
621
605
-
1,626
2,597
1,166
1,054
35,025
67,950
38,745
52,302
21.5
26.2
33.2
49.6
24,525
61,155
26,425
37,921
187
USA: MAGAZINES
Magazines cont.
Title
Parenthood
Parents Magazine
FamilyFun
Scholastic Parent & Child
Parenting Early Years
Parenting School Years
Ser Padres
Photography
American Photo
Science/technology
Popular Science
Discover
Scientific American
Natural History
Sports
ESPN The Magazine
Golf Digest
Golf Magazine
Outside Magazine
The Sporting News
Runner's World
Tennis Magazine
PGA Tour Partners
Ski
Bicycling
Skiing
WWE Magazine
Golfweek
Golf World
Travel
Endless Vacation
Travel & Leisure
Condé Nast Traveler
National Geographic Traveler
Arthur Frommer’s Budget Travel
Video games/PC
Game Informer
Official Xbox Magazine
PC Gamer
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
2,208
2,060
1,365
-
15,355
5,101
7,698
7,706
2,568
1,903
162,900
164,245
98,981
74,840
10.6
32.2
12.9
39.3
127,200
123,190
79,114
56,180
164
1,621
48,093
29.7
30,147
1,279
648
601
247
7,045
6,636
3,267
1,607
132,572
55,335
77,510
15,840
18.8
8.3
23.7
9.9
93,516
36,855
51,750
11,880
2,074
1,582
1,389
682
675
654
583
508
441
432
367
235
162
-
14,453
5,802
5,846
2,111
3,821
2,621
1,536
1,588
1,508
1,891
1,377
4,176
1,287
1,360
208,000
137,724
167,000
98,043
53,804
129,214
59,351
32,435
43,218
52,422
32,413
33,649
14.4
23.7
28.6
46.4
14.1
49.3
38.6
20.4
28.7
27.7
23.5
24.7
166,400
110,170
116,900
94,622
43,502
75,417
39,560
22,220
37,219
23,552
1,951
1,031
805
703
694
2,003
4,880
3,301
7,526
2,231
80,000
106,395
100,757
64,300
57,832
39.9
21.8
30.5
8.5
25.9
65,600
72,350
67,924
48,225
-
3,543
365
158
7,754
5,102
3,058
144,886
28,202
14,407
18.7
5.5
4.7
130,987
22,562
11,526
188
USA: MAGAZINES
Magazines cont.
Title
Women
Good Housekeeping
Woman's Day
Family Circle
Ladies’ Home Journal
Cosmopolitan
Glamour
O, The Oprah Magazine
Redbook
Real Simple
Seventeen
Cooking Light
Everyday with Rachel Ray
In Style
Shape
Fitness
Self
More
Weight Watchers Magazine
First For Women
Woman's World
Lucky
Essence
Allure
Marie Claire
Working Mother
People en Español
Latina
Soap Opera Digest
W
Soap Opera Weekly
Women’s fashion
Vogue
Elle
Teen Vogue
Harper's Bazaar
Adult
Colour
B/W
(000s)
(000s)
US$
US$
US$
4,630
3,894
3,835
3,831
2,632
2,279
2,236
2,207
2,005
1,932
1,881
1,866
1,728
1,623
1,552
1,436
1,323
1,268
1,251
1,208
1,173
1,122
1,091
988
840
553
535
513
468
167
22,360
21,312
20,496
13,009
18,329
12,371
15,954
9,307
8,269
8,635
11,700
6,311
9,525
5,832
5,939
6,093
1,467
10,700
3,776
8,891
2,560
7,955
6,378
3,769
2,251
6,175
2,928
5,158
1,585
3,579
252,390
247,200
246,600
248,285
175,743
150,730
148,200
160,000
127,816
109,400
127,500
138,600
152,830
138,200
138,747
144,100
72,350
100,734
85,350
99,733
116,740
67,935
64,500
45,677
21,870
81,282
9,195
11.8
12.1
19.0
13.5
14.2
9.4
15.9
19.3
14.8
9.4
20.2
14.6
26.2
23.3
22.8
98.2
6.8
39.3
10.7
15.6
31.0
30.2
10.4
15.6
4.2
51.3
2.6
210,805
208,000
233,500
198,605
124,683
120,605
118,600
160,000
88,200
87,660
113,000
138,600
122,525
108,440
92,920
129,650
50,645
67,154
66,999
84,545
57,675
64,500
30,228
17,950
64,590
7,440
1,180
1,061
988
684
10,918
5,206
3,243
2,784
132,480
116,145
120,646
12.1
22.3
43.3
92,017
80,695
89,257
Source: MRI Doublebase 2009, MRI Spring 2009 Pocketpiece
189
USA: MAGAZINES
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Procter & Gamble
912,721
General Motors
430,712
Johnson & Johnson
363,907
Kraft Foods
356,546
L'Oréal
319,947
Unilever
208,316
Time Warner
201,544
LVMH
190,011
Glaxosmithkline
188,878
Pepsico
173,879
Category
US$ (000s)
Magazines
555,651
Clothing stores
530,297
Direct response (not itemised)
481,113
Advertising, marketing & printing
389,947
Investment (excluding retirement)
362,136
Hotels & resorts, domestic
355,863
Cable/satellite TV
331,231
Facial skin care
319,234
Watches
292,418
289,465
190
USA: RADIO
RADIO
Number of weekly radio listeners: 235,000,000
Source: RADAR 102, September 2009
Number of commercial radio stations: 14,425
Source: Arbitron Radio Today 2009 (HD and streaming stations not included)
Source:Arbitron Radio Today 2009
Costs/audiences
Station
National
Premiere Emerald Plus Network
Premiere Emerald Network
Premiere Diamond Network
Premiere Pearl Network
Premiere Diamond Plus Network
Dial Global Contemporary Network
Dial Global Complete FM Network
Premiere Pearl Plus Network
Premiere Ruby Network
Citadel Media Prime Reach
Premiere Sapphire Network
Dial Global Digital 24/7 Network
Premiere Modern Women Network
Dial Global Female Perspective
Westwood One News Weekday Network
Dial Global Adult Power
Premiere Today's Men Network
United Stations Impact Network
Westwood FM Weekday Network
Citadel Media Prime Access
Citadel Media FM Connection
Premiere Mediabase Female Network
Premiere Sapphire Plus Network
Westwood WFM Day Network
Westwood WFM Weekday Network
Premiere Urban Network
Westwood FM Day Network
Dial Global Music & Entertainment
Citadel Media Urban Advantage
Peak
time
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
191
Adults 18-49 Adults 18-49
ave. audience total reach
(000s)
(000s)
2,349
2,213
1,815
1,329
1,655
4,096
4,120
1,159
1,540
844
1,791
990
2,491
2,580
823
2,862
2,326
2,361
799
1,397
694
2,072
1,511
1,513
704
906
1,289
2,468
992
17,648
17,430
16,672
16,629
15,344
15,256
14,701
14,672
13,641
12,265
11,964
10,666
10,429
10,098
10,084
9,771
9,683
9,649
9,642
9,472
8,961
8,883
8,834
8,584
8,582
8,536
7,668
7,328
7,062
USA: RADIO
Costs/audiences cont.
Station
National cont.
Westwood One News Day Network
American Urban Pinnacle Network
CMN Prestige
Westwood WFM Weekend Network
CMN Prestige II
Westwood FM Weekend Network
American Urban Renaissance Network
Premiere Male Focus Network
Premiere FOX News Network
Westwood WON I Network
Westwood One News Weekend Network
Citadel Media Advantage
Citadel Media Information
Westwood WON III Network
Citadel Media Hispanic Select
Citadel Media Hispanic Advantage
Premiere Female Focus Network
Citadel Media Female Connection
Citadel Media Music
Citadel Media Hot FM
Premiere Evening Youth Network
American Urban STRZ Wknd Ent Network
Citadel Media Young Adult
Premiere Morning Drive Network
Premiere Evening Adult Network
Westwood Traffic I Sponsorship
Citadel Media News/Talk
Westwood Traffic II Sponsorship
Westwood WON II Network
Peak
time
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
0500-1200
Source: RADAR 102, September 2009
192
Adults 18-49 Adults 18-49
ave. audience total reach
(000s)
(000s)
1,414
1,309
1,996
871
1,819
840
641
2,641
611
1,930
505
503
581
1,138
299
1,033
1,029
307
276
731
572
810
797
1,184
413
801
727
755
602
6,802
6,370
6,340
6,283
6,006
5,928
5,658
5,529
5,355
5,303
5,258
4,698
4,522
4,387
4,376
4,326
3,520
3,513
3,143
3,044
2,735
2,482
2,264
2,223
1,886
1,847
1,814
1,683
1,018
USA: RADIO
Top ten radio
advertisers (2008)
categories (2008)
Radio expenditure
Advertiser
US$ (000s)
106,487
Home Depot
79,157
Berkshire Hathaway
78,902
Wal-Mart Stores
76,118
Political advertisements
62,796
General Motors
52,615
AT&T
43,345
Safeway
41,621
Walt Disney
40,937
News Corp.
37,815
Radio expenditure
Category
US$ (000s)
180,625
Auto insurance
116,999
Banking (consumer)
111,153
Home centres & hardware stores
97,989
Food stores/supermarket chains
91,309
Discount department stores
89,385
75,293
Department stores
74,615
TV networks/stations
73,215
Cable/satellite TV
66,092
Source: TNS-MI Strategy, excludes PSAs
193
USA: OUTDOOR
OUTDOOR
Type and size of sites
Buses
Subway & rail
Posters
Bulletins
Airports
Taxis/wrapped vehicles
Bus shelters
Shopping malls
Junior posters
Truckside/mobile
Walls/spectaculars
Digital bulletins
Number of
sites
340,777
219,645
165,528
159,485
61,690
50,329
43,995
40,734
33,158
8,879
1,697
1,500
Source: OAAA
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
US$ (000s)
85,697
McDonald's
68,037
AT&T
63,383
Time Warner
50,810
Sprint Nextel
46,683
Walt Disney
45,185
Anheuser-Busch InBev
44,090
General Electric
43,890
Sabmiller
40,725
Coca-Cola
30,304
Outdoor expenditure
Category
US$ (000s)
Hotels & resorts, domestic
198,676
Hospitals/clinics
154,332
Banking (consumer)
141,229
131,704
Motion pictures
120,266
117,089
Real estate
104,231
Long distance telecom providers
96,284
Regular beer/ale
94,539
Amusements/events
79,840
194
USA: CINEMA
CINEMA
Source: National Association of Theatre Owners
per week: US$58.4
Source: Screenvision
Average CPT: US$63.0
national campaign: 14,645
Trend in admissions
2003
2004
2005
2006
2007
2008
Admissions
(mill)
1,521
1,484
1,376
1,395
1,400
1,400
Gross takings
US$ (mill)
9,165
9,215
8,832
9,138
9,629
9,780
Source: National Association of Theatre Owners
Age
18-24
25-34
35 - 49
50+
Sex
Male
Female
Annual income (US$)
<24,999
25,000-49,999
50,000-74,999
75,000-99,999
100,000+
%
13.6
19.6
29.5
37.2
%
47.0
53.0
%
13.7
20.1
19.7
15.4
31.1
Source: SMRB 2009
195
USA: CINEMA
Top ten films (2008)
Film
The Dark Knight
Iron Man
Indiana Jones and the Kingdom of the Crystal Skull
Hancock
WALL-E
Kung Fu Panda
Madagascar: Escape 2 Africa
Twilight
Quantum of Solace
Horton Hears a Who
Gross takings
US$ (mill)
531.0
318.4
317.1
227.9
223.8
215.4
177.0
176.9
166.8
154.5
Source: Internet Movie Database
Top ten cinema
Top cinema
owners (2008)
Category
Military
Wireless
Auto
Retail
Consumer packaged goods
Finance
Media
Health & beauty
Electronics
Quick service restaurants
Cinema revenue
Owner
US$ (mill)
Regal Entertainment Group
2,771.9
AMC Entertainment Holdings
2,333.0
Cinemark Holdings
1,742.3
Carmike Cinemas
474.4
Marcus Theatres
371.1
National Cinemedia
369.5
Laemmle Theatres
70.0
Kerasotes Theatres
Harkins Theatres
Hollywood Theaters
Rave Motion Pictures
National Amusements
-
Source: Hoover's 2008 sales data
196
USA: INTERNET
INTERNET
Source: eMarketer, February 2009
Source: comScore Media Metrix, adults 18+ Oct-Dec 2008 (ave)
Typical monthly cost of internet access: US$35.0
Source: Time Warner RoadRunner
At home
At work
Total
Per day
Adults
92.5
84.4
89.3
Keyword
facebook
lyrics
you
youtube
yahoo
myspace
games
google
craigslist
news
Age
2-17
18-24
25-34
35-54
55-64
65+
Sex
Male
Female
Annual income (US$)
<24,999
25,000-39,999
40,000-59,999
60,000-74,999
75,000-99,999
100,000+
Source: Google Insights 2009
Source: comScore Media Metrix,
ind. 2+ Oct-Dec 2008 (ave)
197
%
20.0
11.6
15.6
36.1
10.8
5.8
%
49.7
50.3
%
9.9
9.7
24.5
12.4
17.5
26.1
USA: INTERNET
Site
Yahoo.com
Google.com
MSN.com
YouTube.com
AOL.com
MySpace.com
Live.com
Wikipedia.org
eBay.com
Amazon.com
Unique visitors
per month
141,287
140,106
98,733
81,070
78,066
75,969
70,503
60,329
58,316
55,135
Top ten search engines (2008)
Search engine
Google Search
Yahoo! Search
MSN-Windows Live Search
Ask Network
AOL Search Network
Microsoft.com Live Search
Infospace Web Search
Yahoo! Local
MSN-Windows Live Search Local Net.
Naver.com Search
Searches per
month (mill)
7,671
2,238
825
620
424
62
43
37
26
7
Source: comScore Media Metrix,
ind. 2+ Oct-Dec 2008 (ave)
Source: comScore qSearch, December 2008
Top ten internet
advertisers (2008)
categories (2008)
Advertiser
US$ (000s)
Scottrade
597,352
Tree.com
522,021
TD Ameritrade
278,878
Bank Of America
223,215
FMR
212,743
E-Trade Financial
207,089
General Motors
194,241
Experian Group
151,129
143,211
Walt Disney
110,613
Category
US$ (000s)
1,528,196
Internet
819,457
Loan/credit products (consumer)
768,439
Finance
278,928
Colleges/universities
223,073
218,443
Banking (consumer)
181,192
Computer software (ex. games & edu.)
169,191
Miscellaneous services
159,083
Credit cards
156,802
Top ten internet
owners (2008)
Owner
Yahoo!
MSN
MySpace
MSNBC
AOL
eBay
FOXNEWS
Comcast
CNN
IMDb
Internet revenue
US$ (mill)
2,297,832
580,831
469,035
365,459
298,267
219,529
166,988
164,246
148,232
134,659
Source: Nielsen AdRelevance, excludes house and search ads
198
USA: MEDIA REACH/OVERALL
MEDIA REACH
Online video
Mobile television
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Daily
80.0
52.0
50.0
75.0
35.0
Weekly
94.0
70.0
80.0
90.0
96.0
52.0
Monthly
98.0
21.9
1.5
82.0
93.0
95.0
100.0
25.0
70.0
Source: Intermedia Dimensions 2009, MRI Spring 2009, Arbirton Outdoor Advertising 2009,
Simmons Winter 2009 6 Month
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
US$ (mill)
Procter & Gamble
3,213.5
2,291.6
General Motors
2,252.5
AT&T
1,848.3
Johnson & Johnson
1,373.1
News Corp.
1,353.8
Time Warner
1,278.2
Walt Disney
1,207.4
General Electric
1,112.7
Toyota
1,008.0
Media expenditure
Category
US$ (mill)
4,966.2
Motion pictures
3,847.5
2,975.7
2,739.8
Banking (consumer)
2,099.3
Direct response drugs & toiletries
1,910.6
Auto insurance
1,743.3
1,728.5
Credit cards
1,667.9
Cars, Asian: sales & leasing
1,667.4
199
URUGUAY: ECONOMIC DATA
URUGUAY
ECONOMIC DATA
2001
2002
1 US$ = 23.47 Peso at 2008 rate
2003
2004
2005
2006
2007
2008
379.4
20.2
492.7
10.1
406.7
7.2
504.4
2.4
464.8
14.3
541.8
7.4
541.9
16.6
584.2
7.8
636.2
17.4
636.2
8.9
at current prices
% change
at 2008 prices
% change
247.2
1.7
476.7
-2.6
261.0
5.6
441.7
-7.3
315.7
21.0
447.5
1.3
Gross Domestic Product per capita (Peso)
at current prices
at 2008 prices
74,461 78,368 94,798 114,263 122,134 139,580 162,236 189,923
143,573 132,647 134,392 148,394 151,482 162,695 174,923 189,923
at current prices
at 2008 prices
10.5
20.3
11.1
18.8
13.4
19.1
16.2
21.0
17.3
21.5
19.8
23.1
23.1
24.9
27.1
27.1
at current prices
at 2008 prices
3,172
6,117
3,339
5,652
4,039
5,726
4,868
6,322
5,204
6,454
5,947
6,932
6,912
7,453
8,092
8,092
3.3
3.3
3.3
3.3
3.3
3.3
3.3
3.4
59.1
13.9
70.5
19.4
77.0
9.2
80.6
4.7
85.8
6.4
92.7
8.1
100.0
7.8
0.40
0.54
0.59
0.52
0.54
0.53
0.48
22.2
35.8
29.4
20.6
11.4
-9.3
20.4
11.3
16.9
5.4
19.3
-1.2
Population
Millions
2008=100
% change
51.9
4.4
0.53
at current prices
at 2008 prices
-33.6
-30.0
-50.1
-30.0
200
URUGUAY: ADVERTISING EXPENDITURE
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
181.0
171.0
149.3
99.1
49.5
60.5
78.3
87.2
105.0
122.7
146.4
Newspapers Magazines
43.0
40.0
34.0
13.9
0.4
7.5
1.4
14.7
1.4
18.1
2.7
20.0
5.4
20.8
5.9
21.9
7.2
23.8
8.5
TV
94.0
88.0
75.0
54.0
22.6
24.1
30.8
37.8
46.5
60.4
77.4
25.0
18.0
1.0
25.0
16.0
2.0
22.0
16.0
2.3
13.6
16.0
1.2
10.8
6.5
0.7
11.3
7.5
1.5
12.0
1.8
12.0
0.9
11.2
0.9
10.1
1.8
15.3
1.1
11.9
3.5
15.1
2.4
13.3
2.4
14.8
2.9
16.1
2.9
Source: Asociación Uruguaya de Agencias de Publicidad, Ibope
Notes:
1. After discounts
2. Excludes classified
5. Newspapers included magazines until 2004
6. Internet includes banners, pop-ups and sponsorship
Tobacco: Prohibited on TV.
Alcohol: Allowed on TV after 8pm.
Political: Regulated during political campaigns.
201
URUGUAY: POPULATION
POPULATION
Land area (km²)
Capital city
Language
Currency
175,015
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
Based on several factors including:
individual characteristics (educational level, occupation);
type of residence; ownership of luxury goods (cars and other).
202
URUGUAY: TELEVISION
TELEVISION
Number of television households: 987,439 (93.0%)
Colour
VCR
93.0%
37.0%
48.6%
Source: INE
Average
Peso
700-1,000
1,000-1,300
Cable
DTH
Main channels
Channel
Commercial
Channel 4
Channel 5
Channel 10
Channel 12
Technical
penetration
(%)
Daily
hours of
transmission
61.9
100.0
61.9
61.9
16
24
16
16
Peak
time
1900
1400
2000
2200
Peak rate
30 sec
Peso
52,576
1,601
45,860
52,045
Source: Ibope Uruguay
Cost/audience
Channel
Channel 4
Channel 5
Channel 10
Channel 12
Peak adult
audience
(000s)
72
12
102
123
30 sec peak
adult CPT
Peso
726.3
129.3
450.0
423.5
Average CPT (all commercial channels): Peso 490.6
203
URUGUAY: TELEVISION
Share of viewing
Channel
Commercial
Channel 4
Channel 5
Channel 10
Channel 12
2008
Individuals
Adults
24.8
4.9
26.9
43.4
24.8
5.2
26.7
43.3
Programme
Show Match Esp.
Juntos en Casa
Martin Fierro
Desfile de Llamadas
Show Match
Midachi en Cinta
Les Luthiers 40 Anos
Lalola
La Lola FS
Midachi 20 Anos
Channel
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Channel 12
Adult
TVR
20.4
19.5
17.8
17.0
15.4
14.8
14.4
14.1
13.8
13.2
Top ten television
advertisers (2008)
categories (2008)
TV expenditure
Advertiser
Peso (mill)
Unilever
1,172.2
SC Johnson
658.8
Colgate Palmolive
575.2
Fabricas Nacionales de Cerveza
500.1
Comunicacion Interactiva
495.9
El Pais
458.3
L'Oréal
446.2
Montevideo Refrescos
370.5
Telefonica
346.9
Bayer
344.8
Category
Phone services
Refreshments
Press media
Cleaning services
Health services
Finance
Electronic media
Supermarkets
Hair, health & beauty
Top television owners (2008)
Owner
Teledoce Color (Channel 12)
Monte Carlo TV (Channel 4)
Saeta TV (Channel 10)
STN (Channel 5)
TV revenue
Peso (mill)
6,897.4
5,534.2
5,343.4
183.4
204
TV expenditure
Peso (mill)
804.7
693.4
639.6
582.4
581.9
567.9
542.6
517.6
493.7
492.5
URUGUAY: NEWSPAPERS
NEWSPAPERS
Newspapers
N=National d=daily
w=weekly
Title
El País (d, N)
El Observador (d, N)
La República (d, N)
Búsqueda (w, N)
Brecha (w, N)
Últimas Noticias (d, N)
Adult
(000s)
(000s)
46
75
20
18
30
17
15
29
11
-
Full page
B/W
Peso
296,104
149,175
117,925
152,866
143,694
134,042
Adult CPT
B/W
Peso
3,948
3,931
4,955
-
Full page
Colour
Peso
340,519
171,552
135,614
174,158
163,785
147,446
Source: Equipos Mori, Internal Research
Average CPT (B/W): Peso 4,162.1
Top ten newspaper
advertisers (2008)
Top ten newspaper
Advertiser
Peso (000s)
Other advertisers
77,310
68,497
44,556
Unidad Coronaria Movil
31,886
Banca de Quinielas
30,560
Montecarlo
24,708
America Movil
22,342
Globalnet
22,235
Ascoma
21,242
Telefonica
19,727
Category
Peso (000s)
Electronic media
264,861
Other customer services
155,541
Construction
103,502
Social & cultural events
93,660
Conc. & second hand cars
86,495
72,840
Health services
71,687
Imported cars
69,521
Markets/expositions
61,400
Finance
49,565
Top newspaper owners (2008)
Newspaper revenue
Owner
Peso (000s)
El País
828,002
El Libro de los Clasificados
429,925
El Observador
239,985
La República
208,305
Últimas Noticias
110,337
Búsqueda
83,055
Cronicas
47,156
Brecha
34,744
205
URUGUAY: MAGAZINES
MAGAZINES
Magazines
w=weekly m=monthly
q=quarterly
Title
Sábado Show (w)
Paula (m)
Paula Casa (q)
Bla
Conrad Style
Galería de Búsqueda (w)
Caras Uruguay
Freeway
Caras y Caretas (w)
Adult
Full page
readership
Colour
(000s)
Peso
51
44,648
53
93,302
53
62,402
65,000
55,000
30
106,156
49
50,000
40
13,500
27,298
Circulation
(000s)
44
43
43
25
24
17
11
10
8
Adult CPT
Colour
Peso
875
1,760
1,177
3,539
1,020
338
-
Average CPT (colour): Peso 1,340.6
Top ten magazine
advertisers (2008)
categories (2008)
Advertiser
Peso (000s)
L'Oréal
50,826
SC Johnson
15,225
Unilever
12,575
Victoria M Ortiz
8,254
Los Dominguez
6,780
Club del Lago
6,323
Cala di Volpe
6,315
Jorge Martinez y Asoc.
6,240
Maja
5,520
El País
5,365
Category
Peso (000s)
Perfume
29,665
Skin care
28,793
Clothing/footwear
27,121
Hotels
26,358
Restaurants
17,525
Electronic media
14,522
Wine/champagne
11,723
Make-up
9,916
8,686
Sport footwear
8,483
Top ten magazine owners (2008)
Magazine revenue
Owner
Peso (000s)
Galeria de Busqueda
186,454
Caras y Caretas
56,697
Paula
49,853
BLA
22,375
Sabado Show
20,650
Padres e Hijos
9,994
El Agropecuario
7,796
El Gourmet
5,859
Cine Mag
5,450
Freeway
4,623
206
URUGUAY: RADIO
RADIO
Number of radio households: 987,400 (93.0%)
Source: Equipos Mori
Source: URSEC
Costs/audiences
Station
National
100.3 Aire (FM)
101.9 Azul (FM)
102.9 Total (FM)
103.7 Latina (FM)
104.3 Radiocero (FM)
104.9 Metropolis (FM)
105.9 Galaxia (FM)
106.7 La Ley (FM)
88.3 De La Costa (FM)
90.3 Oldies (FM)
91.1 Radio Futura (FM)
91.9 Disney (FM)
92.5 Urbana (FM)
93.1 Inolvidable (FM)
93.9 Oceano (FM)
95.5 Del Plata (FM)
96.3 Alfa (FM)
97.9 M24 (FM)
98.7 Diamante (FM)
99.5 Del Sol (FM)
CX12 Oriental (AM)
CX14 El Espectador (AM)
CX16 Carve (AM)
CX18 Sport 890 (AM)
CX20 Montecarlo (AM)
CX22 Universal (AM)
CX30 Nacional (AM)
CX44 AM Libre (AM)
CX8 Sarandi (AM)
Type
Peak
time
music
music/talk
music
music
music/talk
music/talk
music
music
music/talk
music
music/talk
music
music
music
music/talk
music
music
music/talk
music/talk
music/talk
talk
talk
talk
sport
talk
talk
talk
talk
talk
1300
1500
1100-1300
1300
1200
1100-1300
1000
1600-1800
1300
1300-1500
1800
1700
1600
1400
1000-1200
1000
14hs
1000
0800-1000
1900
1600-1800
0900
0700
1200
1000
1800
0700
0800
0900
(30 sec) audience
adult CPT
Peso
(000s)
Peso
420
420
270
240
450
450
450
300
300
360
420
450
450
360
600
240
360
360
300
300
360
720
480
480
780
480
480
480
540
42
4
2
13
20
10
24
7
2
13
32
18
5
13
31
10
6
19
2
4
6
22
7
12
81
17
7
9
22
Source: Buró de Radios
Average CPT (all commercial stations): Peso 26.6
207
10.0
106.1
109.3
18.7
22.2
43.3
18.6
43.3
121.5
28.0
13.1
25.3
82.7
28.0
19.2
24.3
56.0
18.7
121.5
75.8
60.6
32.3
69.3
40.4
9.7
28.5
69.3
51.1
24.8
URUGUAY: OUTDOOR
OUTDOOR
Espectaculares (12x14, 10x12, 13, 18) front light
Gigantografías
Móvil
Transiluminados
Cost per panel
per month Peso
122,500
137,144
2,160
51,372
Top ten outdoor
advertisers (2008)
categories (2008)
Outdoor expenditure
Advertiser
Peso (000s)
Intendenc Municipal Montevideo
48,395
Unilever
41,850
America Movil
27,993
L'Oréal
24,576
Telefonica
23,807
Ancel
21,920
17,633
15,459
McDonald's
15,083
HSBC
15,039
Outdoor expenditure
Category
Peso (000s)
73,084
Public campaigns
56,983
Finance
41,561
Refreshments
32,263
Health services
22,476
22,406
Clothing/footwear
16,609
Perfume
15,370
Fast food
15,302
Suppliers
14,190
Top ten outdoor
contractors (2008)
Contractor
Heres
JCDecaux
CBS
Publicartel
Publibus
Movimagen
Netcom
Desconocida
Protto
Viacartel
Pirolux
Outdoor revenue
Peso (000s)
187,458
153,379
123,026
78,381
61,213
18,830
14,362
12,637
8,491
5,996
4,341
208
URUGUAY: CINEMA
CINEMA
Source: Film Suez
campaign*: 10
* Montevideo only
Trend in admissions
2004
2005
2006
2007
2008
Admissions
(mill)
2.6
2.2
2.1
2.2
2.2
Source: Film Suez
Top cinema
owners (2008)
Cinema revenue
Owner
% of total
Movie center - Film Suez
66.6
Hoyts - Cinevisión
16.4
Grupo Cine
17.1
Source: Film Suez
209
URUGUAY: INTERNET
INTERNET
Adult* internet users: 42%
* adults 30+
Typical monthly cost of internet access: Peso 890
Average minutes spent online per day (adults with
internet access): 60
Site
El País Digital
Montevideo.com
Observa.com
Uruguay Total
La República
Mercado Libre
Adinet
States sites
Education sites (Anep - Codicen)
Goverment sites
Source: Radar 2008
210
URUGUAY: MEDIA REACH/OVERALL
MEDIA REACH
Television
Newspapers
Magazines
Radio
Outdoor
Cinema
Daily
98.9
4.0
-
Weekly
98.9
25.0
95.1
-
Monthly
98.9
8.0
Source: Equipos Mori
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
Peso (mill)
Unilever
1,228.4
SC Johnson
660.6
Colgate Palmolive
575.2
L'Oréal
533.3
525.0
Comunicacion Interactiva
495.9
El Pais
464.4
Telefonica
394.6
389.6
Bayer
356.4
Category
Phone services
Electronic media
Refreshments
Health services
Press media
Cleaning products
Finance
Supermarkets
Top ten media
owners (2008)
Owner
Monte Carlo TV (Channel 4)
El País
El Libro de los Clasificados
El Observador
La República
Heres
Galeria de Busqueda
STN (Channel 5)
Media revenue
Peso (mill)
6,897.4
5,534.2
5,343.4
828.0
429.9
240.0
208.3
187.5
186.5
183.4
211
Media expenditure
Peso (mill)
846.7
810.4
807.6
676.4
669.0
598.1
583.7
557.2
526.9
513.6
VENEZUELA: ECONOMIC DATA
VENEZUELA
ECONOMIC DATA
1 US$ = VEF
2001
0.7
2002
1.2
2003
1.6
2004
1.9
2005
2.1
2006
2.1
2007
2.1
2008
2.1
304.1
43.0
535.9
23.3
396.1
30.3
614.2
14.6
489.7
23.6
639.7
4.2
670.4
36.9
670.4
4.8
Gross Domestic Product (Bolivar Fuerte billion)
at current prices
% change
at 2008 prices
% change
88.9
11.7
355.3
-0.7
107.8
21.2
351.9
-0.9
134.2
24.5
333.9
-5.1
212.7
58.5
434.7
30.2
Gross Domestic Product per capita (Bolivar Fuerte 000s)
at current prices
at 2008 prices
3.6
14.3
4.3
13.9
5.2
12.9
8.1
16.6
11.4
20.0
14.6
22.6
17.7
23.1
23.8
23.8
112.6
145.7
184.7
228.3
312.6
at current prices
122.9
93.0
83.6
at current prices
4.9
3.7
3.2
4.3
5.5
6.8
8.3
11.1
24.9
25.3
25.8
26.3
26.7
27.2
27.7
28.1
30.6
22.4
40.2
31.2
48.9
21.7
56.7
16.0
64.5
13.6
76.5
18.7
100.0
30.6
0.74
0.71
0.57
0.47
0.47
0.40
0.36
27.1
4.4
17.1
0.9
32.2
16.4
4.7
-11.8
21.5
-7.0
Population
Millions
2008=100
% change
25.0
12.5
0.69
at current prices
at 2008 prices
7.8
-4.2
30.6
6.7
19.2
-9.2
212
VENEZUELA: ADVERTISING EXPENDITURE
Ad expenditure in Bolivar Fuerte (million) at current prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
374.1
459.4
568.2
612.6
800.3
953.6
1,212.2
1,419.0
1,876.4
1,964.0
2,386.5
Newspapers
64.4
67.7
82.3
102.9
99.0
88.3
182.5
211.6
313.9
424.9
653.5
Magazines
3.7
4.3
5.8
7.8
9.3
7.6
11.2
13.0
16.7
24.6
34.2
TV
270.3
342.9
417.4
415.5
599.8
775.9
845.9
950.0
1,272.4
1,217.0
1,230.3
Radio
10.9
8.7
15.6
29.9
25.2
20.4
57.5
91.1
87.0
77.2
134.3
Cinema
13.1
15.7
20.4
24.5
29.4
22.3
43.7
57.3
68.7
75.6
116.3
Outdoor Internet
11.7
20.2
26.7
32.1
37.7
39.3
71.3
96.0
117.6
144.0
0.7
216.6
1.3
Ad expenditure in Bolivar Fuerte (million) at constant 2008 prices
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
2,413.7
2,399.1
2,553.3
2,447.2
2,611.7
2,372.7
2,477.4
2,500.7
2,909.7
2,565.8
2,386.5
Newspapers
415.5
353.5
369.7
410.9
322.9
219.6
373.1
372.9
486.8
555.1
653.5
Magazines
24.1
22.3
26.0
31.3
30.2
18.9
22.9
22.9
25.9
32.1
34.2
TV
1,744.2
1,790.6
1,875.7
1,659.6
1,957.4
1,930.4
1,728.7
1,674.2
1,973.1
1,589.9
1,230.3
Radio
70.3
45.4
70.2
119.4
82.1
50.6
117.5
160.5
135.0
100.9
134.3
Cinema
84.4
82.0
91.7
97.9
95.9
55.5
89.4
100.9
106.6
98.8
116.3
Outdoor Internet
75.2
105.3
120.0
128.2
123.1
97.7
145.8
169.2
182.4
188.1
0.9
216.6
1.3
Source: IVP
Notes: 1. After discounts (estimated by ZenithOptimedia before 2005)
4. Includes agency commission (20%)
5. Radio, cinema and outdoor for Caracas only
Tobacco: Banned.
Alcohol: Banned on terrestrial TV, radio and outdoor.
Pharmaceutical: OTC allowed in all media when accompanied by educational
message. Prescription drugs can only target health professionals.
Children's: Children must not be shown using products in any way.
213
VENEZUELA: POPULATION
POPULATION
Land area (km²)
Capital city
Languages
Currency
882,050
Caracas
Spanish (Castilian)
Bolivar Fuerte (VEF)
Population by age
0-14
15-24
25-34
35-44
45-54
55-64
65+
Total
Male
(000s)
4,312
2,710
2,280
1,820
1,436
949
728
14,235
Female
(000s)
4,128
2,627
2,266
1,835
1,462
983
846
14,148
Total
(000s)
8,439
5,338
4,546
3,656
2,898
1,932
1,574
28,383
Female
(000s)
529
2,009
8,471
3,139
14,148
Total
(000s)
1,140
4,272
16,429
6,542
28,383
Source: INE Censo 2001
Population status
ABC+
C
D
E
Total
Male
(000s)
611
2,263
7,958
3,403
14,235
Source: TGI Wave II 2008 + Wave I 2009
214
VENEZUELA: TELEVISION
TELEVISION
VCR
DVD
4.2%
62.4%
49.5%
8.9%
Source: TGI Wave II 2008 + Wave I 2009
Terrestrial TV average minutes viewed per day per adult: 99
Cable TV average minutes viewed per day per adult: 140
Cable (analogue)
Cable (digital)
DTH (analogue)
DTH (digital)
Average
VEF
200
200
400
400
Source: Operators
Channel
Commercial
Venevision
Televen
VTV
Globovision
RCTV Internacional
Meridiano
Tves
TNT
Discovery Kids
VCR
Disney Channel
Cartoon Network
Fox
TVZ
Ad revenue
2008
Individuals
Adults
2008
VEF (mill)
36.6
14.4
4.9
4.4
3.6
2.7
2.4
1.1
1.1
1.0
1.2
1.2
0.7
0.7
34.9
14.4
5.8
5.1
4.1
3.0
2.4
1.2
0.9
0.9
0.8
0.8
0.7
0.7
215
5,417.3
2,177.1
3.7
707.2
515.3
735.2
-
VENEZUELA: TELEVISION
Programme
Miss Venezuela 2008
Arroz con Leche (soap opera)
Van Helsing
Torrente un Torbellino de Pasiones (soap opera)
White Chicks
Miss Universe 2008
Today You Die
King Kong
Vieja Yo (soap opera)
Plan de Vuelo
Channel
Venevision
Venevision
Venevision
Venevision
Venevision
Venevision
Venevision
Venevision
Venevision
Venevision
Adult
TVR
17.0
12.8
12.7
12.3
11.9
11.7
11.1
11.1
11.0
11.0
Top ten television
advertisers (2008)
Advertiser
VTV
Tves
Procter & Gamble
Cedesa/Empresas Polar
Gobierno Bolivariano
Televen
Colgate Palmolive
Telefonica
Coca-Cola
Nestlé
categories (2008)
TV expenditure
VEF (mill)
1,300.4
530.8
436.9
369.4
368.4
355.5
285.2
201.9
193.5
163.4
Category
Mobile phones
Government
Carbonated soft drinks
Commercial banks
Malt soft drinks
Toys
Public institutions
Political parties
Shoes
Powder detergents
Source: AGB Arianna Open TV
216
TV expenditure
VEF (mill)
364.7
352.7
299.5
242.6
206.5
151.0
142.2
136.6
134.1
131.2
VENEZUELA: NEWSPAPERS
NEWSPAPERS
Newspapers
Title
Últimas Noticias
Meridiano
Panorama
El Nacional
El Universal
Quinto Día
Región de Oriente
Correo del Caroni
El Mundo
La Nueva Prensa de Guayana
Diario La Verdad
Tal Cual
Frontera
EL Diario de Guayana
Lider
La Prensa De Monagas
El Periódico de Monagas
El Sol de Maturín
El Sol de Margarita
El Oriental
Caribazo
Siglo XXI
Diario del Caribe
El Extra
Primera Hora
El Carabobeño
El Tiempo
La Verdad
El Informador
El Impulso
El Aragueño
Diario Vea
El Norte
El Nuevo País
El Mundo
2,001
Tal Cual
Adult
Full page Adult CPT
B/W
B/W
(000s)
(000s)
VEF
VEF
260
1,653
19,528
11.8
182
438
16,502
37.7
160
1,083
36,000
33.2
120
680
42,000
61.8
110
706
40,000
56.7
105
18,000
56
10,000
55
39,000
50
63
12,276
195.8
50
38,000
50
354
29,950
84.6
40
41
15,000
368.6
40
9,500
35
24,000
35
117
13,500
115.4
35
12,500
30
6,000
20
8,217
20
848
3,700
4.4
18
732
5,000
6.8
12
5,000
10
4,500
8
6,500
7
3,000
1
44
16,200
369.0
430
18,000
41.9
416
20,000
48.1
354
29,250
82.6
254
20,700
81.5
251
20,000
79.7
145
10,000
69.0
142
14,000
98.6
89
8,000
90.0
77
10,000
129.9
63
30,000
478.5
60
30,000
498.3
41
15,000
368.6
Source: Newspapers
Average CPT (B/W): VEF 52.3
217
VENEZUELA: NEWSPAPERS
categories (2008)
categories (2008)
Category
VEF (mill)
Media
255.6
Official organisations
247.6
Finance
220.2
Telecoms
182.7
Entertainment/shows
138.5
Auto
66.8
Culture & education
45.7
Beverages
45.6
Office products
45.0
Homeware
40.7
Category
VEF (mill)
Hygiene & beauty
39.0
Pharmaceuticals
30.3
Food
16.3
Material
15.0
Homeware
13.8
Beverages
11.7
Lotteries
10.5
Media
10.2
Clothing
8.4
Finance
7.1
Source: IVP
Source: IVP
218
VENEZUELA: RADIO
RADIO
categories (2008)
Radio expenditure
Category
VEF (mill)
Telecoms
10.5
Finance
9.7
Clothing
5.7
Pharmaceuticals
5.5
4.3
Entertainment/shows
3.7
Food
3.0
Material
2.9
Media
2.5
Hygiene & beauty
2.3
Source: IVP
219
VENEZUELA: CINEMA
CINEMA
Source: Gerente
per week: VEF 5,000
Source: Cinex, Cines Unidos
Trend in admissions
2002
2003
2004
2005
2006
Admissions
(mill)
14.5
16.1
18.8
19.7
20.6
Source: Gerente
Age
12-24
25-34
35-54
55-64
Sex
Male
Female
Class
ABC+
C
D
E
%
42.1
22.9
28.3
6.8
%
48.4
51.6
%
3.9
16.2
22.6
57.3
Source: TGI Ola Wave II 2008 + Wave I 2009
220
VENEZUELA: INTERNET
INTERNET
Source: Conatel
Homes with broadband internet conection: 1,535,859 (29.3%)
Source: Conatel
Typical monthly cost of internet access: VEF 200
At home
At work
Per day
Adults
17
19
Source: TGI
Age
12-24
25-34
35-54
55-64
Sex
Male
Female
Class
ABC+
C
D
E
Top internet sites (2008)
%
44.8
19.9
28.9
6.5
%
52.1
47.9
%
5.8
17.8
21.9
54.5
Site
Facebook
Windows live
Youtube
MSN
Blogger
Wikipedia
Mercado Libre
Conduit
Noticias 24
Source: Alexa Nov. 2009
Source: TGI Ola Wave II 2008 Wave I 2009
Search engine
www.google.com.ve
www.google.com
www.yahoo.com
www.google.com.es
www.cantv.net
Source: Alexa Nov. 2009
221
VENEZUELA: MEDIA REACH/OVERALL
MEDIA REACH
Newspapers
Magazines
Radio
Outdoor
Cinema
Internet
Monthly
97.9
78.4
12.5
52.4
95.5
20.6
28.1
Source: TGI
OVERALL
Top ten overall
advertisers (2008)
categories (2008)
Media expenditure
Advertiser
VEF (mill)
Gobierno Bolivariano
472.6
Empresas Polar
342.2
Procter & Gamble
305.0
Movistar/Telefonica
287.0
Coca-Cola
240.5
Palacio del Blumer
236.0
Colgate Palmolive
220.6
Cantv/Filiales
173.8
Nestlé
121.8
Digitel
115.8
Media expenditure
Category
VEF (mill)
Hygiene & beauty
480.7
Beverages
431.0
Food
305.6
Pharmaceuticals
279.9
Finance
265.3
Telecoms
242.1
209.7
Clothing
204.1
Media
195.3
Cleaning products
147.4
Source: IVP
Source: IVP
222
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 disk
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.
223

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