THE MEDIA MARKET: LATIN AMERICAN MEDIA: PROJECTS FOR 1997 WILL FUEL REGIONAL GROWTH

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Latin America is the only region with double-digit growth in ad spending forecast for every year up to 2000. Unfortunately, Latin America is also just about the world's least predictable region, so ad spend may or may not reach a dizzy $31 billion in 1999 as forecast by media buying groups, from about $17 billion in 1995.

The vast majority of those dollars go into national media. But it is the growing band of panregional media that is offering marketers new ways of reaching similar and increasingly affluent audiences across Latin America, whether that target audience is business executives, children or avid buyers of high-tech gadgets.

Argentina

1995 total advertising

expenditures: $2.6 billion

TV: $1.7 billion

Newspapers: $515 million

Radio: $197 million

Magazines: $174 million

Outdoor: $41 million

Cinema: $38 million

* Excludes production costs, classified; includes agency commission at 17.65%; after discounts.

Source: Zenith (AAAP)

Brazil

1995 total advertising

expenditures: $6.5 billion

TV: $3.6 billion

Newspapers: $1.8 billion

Magazines: $591 million

Radio: $292 million

Outdoor: $214 million

* Excludes classified; includes agency commission, production costs; after discounts.

Source: Zenith (Intermeios)

Mexico

1995 total advertising

expenditures: $3.1 billion

TV: $2.2 billion

Newspapers: $366 million

Radio: $292 million

Magazines: $120 million

Outdoor/Transport: $101 million

Cinema: $18 million

* Excludes production costs; includes classified, agency commission at 15%; before discounts.

Source: Zenith (Infoanalisis)

Chile

1995 total advertising

expenditures: $556 million

TV: $244 million

Newspapers: $217 million

Radio: $45 million

Magazines: $25 million

Outdoor: $23 million

Cinema: $1 million

* Excludes production costs, classified; includes agency commission; before discounts.

Source: Zenith (Agency estimates)

Colombia

1995 total advertising

expenditures: $2.0 billion

TV: $1.2 billion

Newspapers: $332 million

Radio: $322 million

Magazines: $84 million

* Excludes production costs, classified; includes agency commission; after discounts.

Source: Zenith (Nielsen, IBOPE)

Other countries:

Guatemala, El Salvador, Costa Rica, Panama: $448 million

Venezuela: $1.0 billion Peru: $575 million

Uruguay: $127 million Ecuador: $112 million

Bolivia: $112 million Paraguay: $106 million

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