Economic factors, regulatory changes and quadrennial events drove and hindered LATAM ad markets in 2014

October 30, 2014  | Subscribers Only

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It has been a tumultuous year for Latin American advertising markets. Following a successful World Cup in Brazil, with the most digitally engaged audience ever, advertising markets should have benefited immensely in 2014. However, economic, regulatory and other country-specific factors dictated advertising revenues in 2014 and will continue to drive or hinder Latin American advertising markets in the next five years. This report explores the driving forces in Latin American advertising in 2014 and beyond.

Highlights:

  • The World Cup lifted all Latin American advertising markets
  • Argentina was plagued by government default and high inflation which will hinder advertising revenue growth in the next five years
  • Quadrennial events drove the Brazilian ad market in 2014 with the greatest gains made by Globo, the largest media conglomerate in Latin America
  • The Mexican government introduced regulatory changes, likely to impede the TV advertising market in the short-term
  • Chilean advertising market sluggishness was picked up by sporting events and natural disasters
  • Legacy structures and TV-centricism will impede the expansion of online advertising in Latin America

List of tables and charts:

  • Argentina net  advertising revenue (ARG m)
  • Year-on-year-growth (%)
  • TV net advertising revenue share by broadcaster
  • Mexican TV advertising revenue and growth
  • Ad maturity and growth in 2013
  • Online ad spend per capita (€)
  • TV share of total media ad revenue

No. of pages: 8

No. of charts and tables: 7

Organization
Globo Grupo Clarin Televisa
Research by Market
Media & Advertising
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