Media Penetration in Latin America

Media Penetration in Latin America

by Abel Delgado@US Media Consulting on AUGUST 30, 2013 in ARGENTINA,BRAZILCENTRAL AMERICACHILECOLOMBIAINTERNETLATIN AMERICAMEDIAONLINEOOHPRINTTV

To help media, marketing and advertising professionals get a sense of the current media landscape in Latin America, below we’re sharing media penetration statistics from IBOPE’s most recent edition of its Media Book. Since IBOPE did not list 2012 media penetration figures for Mexico, our charts show 2011 data from IBOPE’s 2012 Media Book for México.

FREE TV/PAY TV PENETRATION IN LATIN AMERICA

Comments: Free TV’s deep penetration is consistent with other studies, and it’s interesting to note the significant growth of pay TV in certain markets, such as Honduras (84% penetration). The deep pay TV penetration noted for markets like Colombia (86%), Argentina (74%) and Chile (63%) are similar to figures reported by organizations like LAMAC.

RADIO PENETRATION IN LATIN AMERICA

Comments: Overall, these figures seem consistent with those reported by other sources, except for Brazil’s 49% figure, which contradicts an earlier 2013 post by IBOPE that indicated that radio reaches 73% of Brazilians and last year’s Media Book, which reported 76% penetration for Brazil. It could be that this is driven by the panel used to develop the number and the question they were asked, which seems to be the last time they listened to the radio. In addition, it’s important to note that according to the Encuesta Nacional sobre Acceso y Uso de Tecnologías de la Información y la Comunicación (National Survey about Access and Use of Information Tecnologies and Communication or ENTIC), 89.5% of homes in Argentina have a radio, significantly higher than the 62% listed here.


PRINT MEDIA PENETRATION IN LATIN AMERICA

Comments: These figures seem similar to other print media penetration figured reported by IBOPE in the past. It’s also important to note that print media in Latin America has experienced fewer challenges that in other regions and in fact PriceWaterhouse Coopers has forecast 5.5% annual revenue growth for Latin America through 2016. In addition, the World Association of Newspapers and News Publishers (WAN-IFRA) recently reported that newspaper ad revenues in Latin America grew by 9.1% in 2012, the largest growth of anywhere in the world.


OOH PENETRATION IN LATIN AMERICA

Comments: These figures seem similar to other OOH penetration figured reported by IBOPE in the past.

INTERNET PENETRATION IN LATIN AMERICA

Comments: Colombia’s rate of Internet penetration seems surprisingly low, considering that Internet World Stats has reported 60% internet penetration. On the other hand, Brazil’s 60% rate of Internet penetration seems a bit high, given that IBOPE estimates there are 102 million Internet users in Brazil and the population totals 193 million, which yields an Internet penetration rate of 52.8%. It also seems unusual that Costa Rica would lead Latin America in Internet penetration at 71% given that Internet Worldstats reports a more modest figure of 43%.


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