This was a brief presentation I created for the CEO of Criteria Entertainment on Media Marketing in Latin America.

1. MEDIA MARKETING IN
LATIN AMERICA

2. LATIN AMERICA IS GOING TO BE A
BIG MARKET…
• “By 2018, at least 50- percent of the market
will be mobile in Latin America,” said
Alejandro Florean, research and consulting
director of enterprise solutions, Latin America,
at IDC Research, Inc. (IDC).

3. TOP TELECOM COMPANIES
ARGENTINA
BOLIVIA
BRASIL
CHILE Movistar, Entel, Claro, WOM
COLOMBIA Claro, Movistar, Tigo, Avantel, UFF!
COSTA RICA Kolbi, Movistar, Claro, Tuyo Movil, Fullmovil
CUBA Cubacel
DOMINICAN
REPUBLIC Claro, Orange, Viva, Tricom
ECUADOR Claro, Movistar, CNT, Tuenti
EL SALVADOR Tigo, Claro, Movistar, Digicel, RED
GUATEMALA Tigo, Claro, Movistar, Digicel
HONDURAS Tigo, Claro, Tegucel Sulacel Ceibacel
MEXICO Telcel, Movistar, Nextel, Lusacell, Unefon
NICARAGUA Claro, Movistar
PANAMA Cable & Wireless, Movistar, Claro, Digicel
PARAGUAY Tigo, Personal, Claro, VOX
PERU Movistar, Claro, Entel
PUERTO RICO AT&T, Claro, T-Mobile, Sprint, Open Mobile
UNITED STATES Verizon Wireless, AT&T, T-Mobile, Sprint, U.S. Cellular
URUGUAY Antel, Movistar, Claro
VENENZUELA Movilnet, Movistar, Digitel GSM

4. LATIN AMERICANS ARE SHOWING
STRONG RESPONSE TO MOBILE
ADS.

5. MOBILE AD SPEND KEEPS
GROWING IN LATIN AMERICA.

6. REGIONAL SPENDING

7. CONSUMER SPENDING

8. ADVERTISING SPENDING

9. TV, OUT-OF HOME AND RADIO HAVE
THE DEEPEST PENETRATION-BUT
INTERNEST IS GROWING
SIGNIFICANTLY

10. TV IS THE MOST-CONSUMED MEDIUM
IN LATIN AMERICA BUT INTERNET IS
TAKING UP MORE TIME

11. LATIN AMERICA IS THE WORLD’S
FASTEST-GROWING REGION IN AD
SPENDING

12. AD SPEND IN ARGENTINA, 2013

13. AD SPEND IN BRAZIL, 2013

14. AD SPEND IN CHILE, 2013

15. AD SPEND IN COLOMBIA, 2013

16. AD SPEND IN MEXICO, 2012

17. AD SPEND IN URUGUAY, 2013

18. TOP RADIO STATION’S IN
LATIN AMERICA
ARGENTINA
FM La Boca-90.1 Buenos Aires, FM Federal-99.5 Buenos Aires, Radio Nacional de Argentina-870 AM Buenos
Aires, Radio 10-710 AM Buenos Aires, Radio ASPEN-102.3 FM Buenos Aires
BOLIVIA
Radio Fides La Paz FM 101.3, Radio Panamerica FM 96.1, FM Estudiantil UAP FM 104.3, Radio El Deber FM 103.3,
Radio Patria Nueva FM 94.3
BRASIL Radio Globo-AM 1100, Alpha FM 101.7, Jovem Pan AM 620, FM O Dia 100.5, Radio Bandeirantes FM 90.9
CHILE
AND Radio Chile FM 91.7, Raio Corazon FM 101.3, Radio Disney FM 104.9, Radio Punto 7 FM 90.9, Carolina FM
99.3
COLOMBIA Oxigeno FM 102.9, Caracol Radio FM 100.9, Olimpica Stereo FM 104.9, Fuego AM 1160, Libertad Radio AM 1520
COSTA RICA Radio Columbia FM 98.7, FM Globo 100.3, Radio Musical FM 97.5, Radio Dos FM 99.5, 95 Cinco Jazz FM 95.5
CUBA
Radio Rebelde FM 96.7, Radio Taino Web, Radio Habana Cuba 106.9 FM, Radio Enciclopedia AM 1260, Radio
Havana Cuba Web
DOMINICAN REPUBLIC Radio Cima FM 100.5, Radio Amanecer FM 98.1, Latina 104 FM Web, Z 101 FM 101.3, La Bakana 105.9 FM
ECUADOR
Exa FM Ecuador 92.5, Radio Disney Ecuador FM 90.5, Radio Zaracay FM 100.5, Ecuadoradio-Radio Quito AM 760,
Radio Sucesos FM 101.7
EL SALVADOR Radio Cadena YSKL AM 770, La Mejor FM 98.9, MI Radio-FM Globo 93.3, YXY 105.7 FM, FM 96.1
GUATEMALA
Radio Emisoras Unidas FM 89.7, Radio Sonora FM 96.9, Stereo 100 FM 100.3, Galaxia La Picosa FM 88.5, Radio
Xtrema 101.3 FM
HONDURAS Power FM 90.1, Radio America FM 94.7, Radio Musiquera FM 93.1, Ultra Mi FM 104.1, Stereo Mass FM 98.5
MEXICO
Los 40 Principales Mexico-XEX FM 101.7, Radio Formula-Segunda Cadena XHD FM 104.1, Sabrosista 590 AM, La
Z-XEQR-FM 107.3, TDW Radio-XEX-AM 730
NICARAGUA
Radio Corporacion AM 540, La Nueva Radio Ya AM 600, Radio Maranatha FM 103.5, Radio La Primerisima FM
91.7, Radio Sandino FM 107.5
PANAMA La Mega Panama S.A. 98.3 FM, Radio Hit S.A. 105.3 FM, 40 Principales 105.7 FM, Activa 104.9FM, Blast 103.1 FM
PARAGUAY 1 de Marzo 780 AM, America 1480 AM, Amor 95.9 FM, Arami 89.9 FM, Aspen Classic 102.7 FM
PERU
Radio Scala de Oro FM 107.1, Radio Rakuen Web, Radio Moda FM 97.3, Synthetika Internet Radio Web, Radio
Julices FM 101.1
PUERTO RICO
WKAQ 580 AM, KQ-105-WKAQ-FM 104.7, La Zeta 93-WZNT FM 93.7, Maranatha Radio Ministries AM 1460, Noti
Uno 630-WUNO AM 630
UNITED STATES La Ley 100.5 FM, La Poderosa 96.7 FM, Jose FM 98.5, KGBT 98.5 FM, Z-93
URUGUAY Radio Colonia AM 550, Sport 890 AM, Radio Monte Carlo AM 930, Radio Dolores FM 94.9, ACDC Radio Web
VENENZUELA Radio Mara Ritmo AM 900, Rumba 98.1 Guayana FM, MIX 106.1 FM, La Mega Estacion FM 107.3, Orbita 88.5 FM

19. FREE TV RULES AD SPEND IN MOST
OF LATIN AMERICA…

20. TOP TELEVISION NETWORKS
ARGENTINA
Telefonica, Grupo Clarin, Multimedios America, Prime Argentina, Radio y Television
Argentina S.E.
BOLIVIA Red Uno de Bolivia, Bolivia TV, ATB Bolivia, RTP Bolivia, UNITEL
BRASIL TV Nazare, TV Cidade Fortaleza, TV Mundo Maior, TV Carajas, TV Mocinha-Canal 8
CHILE Television Nacional de Chile, CNN Chile, Canal 13, Chilevision, Rocco TV
COLOMBIA Caracol TV, Canal RCN, Cable Noticias, NTN 24 Tele Noticias, Señal Colombia
COSTA RICA Teletica Canal 7, SINART-Canal 13, Extra TV 42, Canal 15 UCR, Cristo Vision
CUBA Cubavision Internacional, Cubavision
DOMINICAN REPUBLIC Telemicro Canal 5, CDN-NCDN, JMTV Canal 12, CDN-CDN Deportes, La Voz de Maria
ECUADOR Unimax Television, Gama TV, Canela TV, Ecuador TV7, Telecuenca
EL SALVADOR Grupo Megavision, Canal 33, TBB Central-Canal 17, Canal 12, Canal 27-Mission Cristiana Elim
GUATEMALA Azteca Guatemala, Amigos TV, Canal Antigua, TV Cristiana, Guatevision
HONDURAS Cholusat Sur Canal 36, Globo TV, TeleCeiba Canal 7, STO Canal 32, HCH
MEXICO Televisa, Azteca, Gala TV, Canal Once, Television Educativa
NICARAGUA Viva Nicaragua Canal 13, TN8, Televicentro de Nicagua 2, Vos TV, Canal 15
PANAMA SERTV Canal, TV Max, RPCTV, Telemetro, TVN Panama
PARAGUAY SNT Canal 9, Telefuturo, Paraguay Online, RPC Canal 13, ABC TV
PERU TuTeVe-ATV, Frequencia Latina, Panamerican TV, ATV Sur, Viva TV
PUERTO RICO Tiva TV, WAPA TV, Telemundo PR, Univision PR, Mega TV
UNITED STATES Univision, Telemundo, Unimas, Estrella TV, MundoMax
URUGUAY
Teledoce, Monte Carlo TV, MVTV Mission Vida TV, Tele 8 Mercedes, Television Nacional
Uruguay
VENENZUELA Meridiano Television, Telesur TV, Venezolana de TV, Global TV, Barinas TV

21. AS OF DECEMBER 2014, INTERNET WILL COMMAND A
HUGE AUDIENCE IN LATIN AMERICA: 330 MILLION*.
CURRENT AMOUNTS OF INTERNET USERS BELOW

22. HERE’S WHERE TO REACH LATIN
AMERICA’S INTERNET USERS.

23. INTERNET CLOSES SALES IN LATIN
AMERICA

24. TOP NEWS SITES VISITED
NEWS Sites
ARGENTINA
Clar, La Nacion, Infobae
BOLIVIA
El Deber, Eju.tv, La Razon
BRASIL
Abril, iG, R7.com
CHILE
Emol, Las Ultimas Noticias, BioBioChile
COLOMBIA
El Tiempo, Minuto30, Canal RCN
COSTA RICA
CRHoy.com, La Nacion, Diario Extra
CUBA
Yahoo.com, Cubadebate.cu, Wordpress.com
DOMINICAN REPUBLIC
Listin Diario, Diario Libre, Remolacha.net
ECUADOR
El Universo, El Comercio, Vistazo
EL SALVADOR
La Prensa Grafica, El Salvador, La Pagina
GUATEMALA
Soy502, PrensaLibre.com, el Periodico de Guatemala
HONDURAS
Diario La Prensa, Diario el Heraldo, Diario La Tribuna
MEXICO
Sopitas.com, El Debate, El Universal
NICARAGUA
El Nuevo Diario, La Prensa, Noticia Cristiana
PANAMA
DiarioLibre.com, La Prensa Panama, La Estrella
PARAGUAY
ABC Color, Paraguay.com, Ultima Hora
PERU
El Comercio Peru, Peru.com, La Republica
PUERTO RICO
Yahoo.com, MSN.com, Elnuevodia.com
UNITED STATES
Univision.com, Telemundo.com, Yahoo en espanol
URUGUAY
El PAIS Uruguay, El Observador, Espectador.com
VENENZUELA
LaPatilla.com, El Nacional, El Universal

25. POPULAR SOCIAL NETWORKS IN
LATIN AMERICA
10.2% OF ALL WEB USERS ARE LATIN AMERICAN

26. BREAKDOWN OF LATIN AMERICA
WEB USERS
Source: synthesio.com

27. 81 MILLION LATIN AMERICANS ON
FACEBOOK
• TOP 5 Facebook countries in terms of
number of members

28. …
• Top 5 Facebook countries in terms of
population

29. STUDIES SHOW THAT LATIN AMERICANS ARE
VERY RECEPTIVE TO ONLINE ADVERTISING IN
SEVERAL MARKETS.

30. BY THIS YEAR, THERE SHOULD HAVE BEEN 60%
INTERNET PENETRATION IN LATIN AMERICA AND 120
MILLION ADDITIONAL USERS.