Americas Market & Mediafact 2009 Edition
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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 ZenithOptimedia is committed to delivering to global media services agencies with 218 offices clients the best possible return on their in 72 countries. advertising investment. Key clients include AlcatelLucent, Beam Global This approach is supported by a unique system Spirits & Wine, British Airways, Darden for strategy development and implementation, Restaurants, Electrolux, General Mills, Giorgio The ROI Blueprint. At each stage, proprietary Armani Parfums, Kingfisher, Mars, Nestlé, ZOOM (ZenithOptimedia Optimisation of Media) L'Oréal, Puma, Polo Ralph Lauren, Qantas, tools have been designed to add value and Richemont Group, Sanofi-Aventis, Siemens, insight. Thomson Multimedia, Toyota/Lexus, Verizon, Whirlpool and Wyeth. 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 Tim Jones Chief Executive Officer Chief Executive Officer – USA Tel: +44 20 7961 1046 Tel: +1 212 859 5100 Fax: +44 20 7961 1042 Fax: +1 212 727 9495 steve.king@zenithoptimedia.com tim.jones@zenithoptimedia-na.com John Taylor Philip Talbot Director of Client Service - Worldwide Chief Executive Officer – Asia Pacific Tel: +44 20 7961 1133 Tel: +852 2236 9080 Fax: +44 20 7961 1002 Fax: +852 2250 9388 john.taylor@zenithoptimedia.com philip.talbot@zenithoptimediagroup.com.hk All our publications are now available online at www.zenithoptimedia.com CONTENTS Page SUMMARY TABLES 1 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- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Argentina 2,147 31.5 5.5 47.1 2.7 1.4 9.6 2.3 Brazil 11,563 16.7 8.8 64.2 4.1 0.4 2.9 2.9 Canada 9,545 26.4 7.4 34.0 15.1 - 4.3 12.8 Colombia 3,832 13.1 4.2 56.3 14.7 0.1 10.0 1.5 Costa Rica 207 31.2 0.0 34.0 18.0 - 16.8 - Ecuador 913 14.1 2.8 72.7 8.9 - 1.4 - Mexico 5,428 11.6 9.8 68.9 9.7 - - - Panama 336 20.7 5.7 70.3 3.3 - - - Peru 412 21.8 2.9 48.3 11.3 1.5 12.2 2.0 Puerto Rico 1,841 31.7 3.7 54.5 6.6 0.5 2.6 0.3 Uruguay 146 17.8 5.9 49.2 12.3 2.0 10.8 2.0 USA 170,218 28.1 14.5 33.1 11.9 0.3 4.0 8.2 Venezuela 1,113 21.6 1.3 62.0 3.9 3.8 7.3 0.0 Americas^ 210,935 26.8 13.3 36.4 11.5 0.3 4.0 7.6 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. ^above countries only 3 SUMMARY TABLES: TELEVISION TELEVISION Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Argentina 10,101 97 97.3 19.0 2.0 75.0 2.0 1.5 Brazil 54,528 - - - 3.5 6.4 - - Canada 13,139 99 99.0 12.3 26.3 66.8 - - Colombia 10,056 - 98.0 - - 72.0 - - Costa Rica 11,721 94 95.8 - 1.4 24.3 - - Ecuador 2,579 98 97.8 - 1.1 - - - Mexico 26,747 90 98.4 16.7 3.1 21.3 - - Panama 704 77 85.0 - 20.0 60.0 - - Peru 4,784 94 86.1 - 1.2 47.8 - - Puerto Rico 1,350 96 95.0 - 22.0 30.0 - - Uruguay 1,062 93 93.0 - - 48.6 - - USA 116,170 99 100.0 31.5 27.9 62.5 - - Venezuela 5,243 89 - - 8.9 49.5 - - 4 SUMMARY TABLES: TELEVISION Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Argentina 240 69.7 Canada 257 14.9 Colombia - 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 - 5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults 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 Number of Average 30 sec commercial radio CPT US$ Country stations Adults Argentina 345 1.9 Brazil 3,988 - Canada 649 4.8 Colombia 347 3.9 Costa Rica 150 0.03 Ecuador 583 10.3 Peru 77 0.5 Puerto Rico - 3.6 Uruguay 278 1.3 USA 14,425 - Venezuela 422 - 7 SUMMARY TABLES: OUTDOOR OUTDOOR Sites Number of Country 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 Number of Average 60 sec cinema CPT US$ Country screens 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 - USA 38,834 63.0 Venezuela 400 - 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 Uruguay 2.6 2.2 2.3 2.5 2.6 2.2 2.1 2.2 2.2 USA 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 Venezuela - - 14.5 16.1 18.8 19.7 20.6 - - 10 SUMMARY TABLES: INTERNET INTERNET Internet Adult population households (%) 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.