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
