Media Landscape Colombia
A visual introduction to Colombia
A visual introduction to Colombia
Content
 Market Overview

 Overview by Media

 Inflation increase by media

 Competitive Key Facts

 Satisfaction Survey
Colombia

  Location: South America

  Habitants: 44’977.958

  Capital City: Bogotá D.C

  Religion: Catholic (90%)

  Cu...
Some demographic data

Total Population                 44’977.958

Total Households                 11’532.809

Annual gr...
Population pyramid – 2009 projection


8.000.000


7.000.000
                                                             ...
Population by SEL. (National)

                                  ABC+ (16%)




                                     C (43...
8                         Economic parameters
                                                                 GDP TREND (...
Media Market Overview
10
Landscape Colombia 2009
                            Total media spend (2000 – 2009)




                               ...
11
Landscape Colombia 2009   Spend By Month 2004 – 2008




                          Source: Ibope Colombia Colombian pes...
12                        2009 top 10 spend for Categories and Advertisers
                                               ...
General Investment Overview by
                              Media
                    % growth 2007 Vs 2008   Total Adver...
Media Overview
                  Audience evolution by media
   % growth 2007 Vs 2008                    Total People


  ...
TV
Methods used to provide Television Service in Colombia


Open Television                                                  ...
Television
                               Audience Share
                                             2009
               ...
Television
                Average Rating by Type of program -Total
                               Audience
              ...
TV audience during Peak Time minute by
                minute
TV Formats in Colombia - Examples

Congelados : full screen frieze image when starts the
commercial break.


Cortinillas :...
Cable Channels Evolution

   -19 %


                           33%

              8%
                    36 %




       ...
Cable TV Description




Source: IBOPE / MMW
International Television
High penetration




Source: TGI
Newspapers
Regional Coverage
Newspapers in Colombia

Monday to Saturday:   37
Sundays:              20
Weekly:                7




N...
Print: Newspapers         Z. Caribbean

                  Geographic Coverage Study          El Heraldo
                  ...
Print: Newspapers
              Newspapers read on the Center region




                                         Circulac...
Print: Newspapers
              Newspapers read on Antioquia




                                      Circulación L – S: ...
Print: Newspapers
              Newspapers read on Pacific




                                     Circulación L – S: 35....
Newspapers Description




Source: IBOPE / MMW

  Source: TGI
Magazines
Print: Magazines
               Magazines Read




                                 Circulación L – S: 35.000


          ...
Print: Magazines
                           Magazines Read




Source: TGI - Women ABC
Magazines Description




Source: IBOPE / MMW

  Source: TGI
Magazines in Colombia

              Weekly        5
              Fortnightly   11
              Monthly       79
       ...
Magazines Owners – GS
Purchase
Internet
Internet
              Visited Web Domains




                                    Circulación L – S: 35.000


           ...
Internet Description




Source: IBOPE / MMW

  Source: TGI
Colombia will soon become the second country with more
web visitors in South America and with great growing
potential
Radio
Radio in Colombia


AM Stations: 1.600

            Commercial                   484

            Public Interest         ...
Leading Channels or Networks

                                    Prisa
                                   Group




Own  ...
Radio Description




 Source: IBOPE / MMW

Source: ECAR
1/13/2011   46


    Cinema
Profile of the cinema viewers
CINEMA




Source: Cinevision International
CINEMA
                                       Operators 2008

                       Brand         Owners        Sites   S...
Outdoors
OOH - Public Route
                 Public Routes




                                   Circulación L – S: 35.000


     ...
OOH Description




Source: IBOPE / MMW

  Source: TGI
OOH
The main OOH media in Colombia are :

•Billboards (12 x 4 mts )




•Bus Stop Shelters




•Transmilenio (Bogotá)




...
WHERE IS MEDIA GOING IN
COLOMBIA
 •Open TV: Entry of a third channel during the second half of 2010 which will be assigned...
Colombia – Media
Inflation
Increase – Media Inflation




Country Inflation source : Banco de la República and is according to the rates
increase.
Media market overview colombia
Media market overview colombia
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Media market overview colombia

  1. 1. Media Landscape Colombia
  2. 2. A visual introduction to Colombia A visual introduction to Colombia
  3. 3. Content Market Overview Overview by Media Inflation increase by media Competitive Key Facts Satisfaction Survey
  4. 4. Colombia Location: South America Habitants: 44’977.958 Capital City: Bogotá D.C Religion: Catholic (90%) Currency: Colombian Peso (COP) Population under the poverty line: 49.2 % Inflation 2008: 7.67% Inflation 2009: 4.5% estimated Exchange rate: • 1 EUR = 2.908 COP (Average 2008) • 1 USD = 1.990 COP (Average 2008) • 1USD = 1.924,3 COP (06/11/2009) Source: DANE
  5. 5. Some demographic data Total Population 44’977.958 Total Households 11’532.809 Annual growth 1.3% Urban population 76.0% Rural population 24.0% Life expectancy 70.6 years Population in working age 77% Economically active population 45% Unemployment rate 12% Average number of people per household in Colombia is 3,9. 88,3% of the population (from 5 years), know how to read and write.
  6. 6. Population pyramid – 2009 projection 8.000.000 7.000.000 National 44’977.758 6.000.000 Capital Cities(32) 5.000.000 20’710.993 (46%) 4.000.000 3.000.000 2.000.000 1.000.000 0 B ogotá, D . C . C ali V alledupar B arranquilla C artagena C úcuta B ucaramanga Ibagué P ereira S anta Marta Montería Medellín V illavicencio P asto Manizales
  7. 7. Population by SEL. (National) ABC+ (16%) C (43%) ED (53%) *Source DNP
  8. 8. 8 Economic parameters GDP TREND (Colombian Pesos) Landscape Colombia 2009 Source: DANE – Banco de la Republica
  9. 9. Media Market Overview
  10. 10. 10 Landscape Colombia 2009 Total media spend (2000 – 2009) Billion Col$ Source: Ibope Colombia – Colombian pesos
  11. 11. 11 Landscape Colombia 2009 Spend By Month 2004 – 2008 Source: Ibope Colombia Colombian pesos
  12. 12. 12 2009 top 10 spend for Categories and Advertisers Amount Spent $ 78 Billions Col Beverage Landscape Colombia 2009 P. Care/others Telcom Bank Telcom P. Care P. Care/others Beverage Telcom Food Source: Ibope Colombia – Colombian pesos
  13. 13. General Investment Overview by Media % growth 2007 Vs 2008 Total Advertisers 1.1% - 3% 8.9% 12% 0% - 55% 2% -7.1% Sourceb decreaja: IBOPE: IWKS Due to the census of 2005 and the weighting of the TGI data base, the sample change, because previously it was weighted in the 1993 census. Compared 2008 vs. 2009 same period (Jan- Sep) the total market has decreased 9,8%, the most affected media are newspapers and OOH.
  14. 14. Media Overview Audience evolution by media % growth 2007 Vs 2008 Total People -7.2 % -5.9% -7.8% 2.6% -16.2% - 10.9% 13.6% - 27.5% -40.9% - 10% Due to the census of 2005 and the weighting of the TGI data base, the sample change, because previously it was weighted in the 1993 census.
  15. 15. TV
  16. 16. Methods used to provide Television Service in Colombia Open Television Closed Television National Cable Public interest Television, Satellite social, educative and cultural (Señal Colombia y Institutional Channel) Communitarian Commercial Television Regional (Public) With profit motive Local Without profit motive Source: CNTV
  17. 17. Television Audience Share 2009 Target: Personas There is a steady growth in Cable TV, which takes the participation of private channels, that mainly is influenced by the change in the Ibope sample since May. People dedicates an average of 2h.53min daily watching Television Source: IBOPE: MMW
  18. 18. Television Average Rating by Type of program -Total Audience 2009 Source: IBOPE / MMW
  19. 19. TV audience during Peak Time minute by minute
  20. 20. TV Formats in Colombia - Examples Congelados : full screen frieze image when starts the commercial break. Cortinillas : 10 second spot before the opening the commercial break Product Placement : allocated the product or the brand inside the program Autopromociones: Spots of the channels programs where we can ad a 5 seconds tag. Crawl: 10 second spot without audio, inside the program using 15% of the screen.
  21. 21. Cable Channels Evolution -19 % 33% 8% 36 % -16 % -18 % 0% 13 % 55 % -5 % Fuente: TGI
  22. 22. Cable TV Description Source: IBOPE / MMW
  23. 23. International Television High penetration Source: TGI
  24. 24. Newspapers
  25. 25. Regional Coverage Newspapers in Colombia Monday to Saturday: 37 Sundays: 20 Weekly: 7 National Coverage
  26. 26. Print: Newspapers Z. Caribbean Geographic Coverage Study El Heraldo El Informador El Meridiano Z. Antioquia El Universal La Libertad El Colombiano El Mundo El Tiempo Medellín Z. East La Opinión Vanguardia Liberal Z. Pacific Diario de Occidente Z. Center El Liberal El Tiempo Cali Boyacá 7 días Diario del huila El País Diario Deportivo El Espectador El Nuevo Día El Nuevo Siglo El Tiempo Hoy Z. Cafetera La Nación La Republica Diario del Otún Llano 7 días La Tarde Portafolio La Crónica La Patria Tolima 7 días El Tiempo Café
  27. 27. Print: Newspapers Newspapers read on the Center region Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  28. 28. Print: Newspapers Newspapers read on Antioquia Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  29. 29. Print: Newspapers Newspapers read on Pacific Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  30. 30. Newspapers Description Source: IBOPE / MMW Source: TGI
  31. 31. Magazines
  32. 32. Print: Magazines Magazines Read Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  33. 33. Print: Magazines Magazines Read Source: TGI - Women ABC
  34. 34. Magazines Description Source: IBOPE / MMW Source: TGI
  35. 35. Magazines in Colombia Weekly 5 Fortnightly 11 Monthly 79 Bimonthly 23 Quarterly 3 Half-yearly 2 Total 123 Source: TGI
  36. 36. Magazines Owners – GS Purchase
  37. 37. Internet
  38. 38. Internet Visited Web Domains Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  39. 39. Internet Description Source: IBOPE / MMW Source: TGI
  40. 40. Colombia will soon become the second country with more web visitors in South America and with great growing potential
  41. 41. Radio
  42. 42. Radio in Colombia AM Stations: 1.600 Commercial 484 Public Interest 1. 116 FM Stations: 2.250 Commercial 1.096 Communitarian-Public interest 1.122
  43. 43. Leading Channels or Networks Prisa Group Own 108 127 28 Affiliated 67 38 2 Total Stations 175 165 30 AM Stations 93 87 1 FM Stations 82 78 29 % Stations Total of the Market 11.1% 10.4% 1.8% All this Radio Channels have National coverage in the main cities
  44. 44. Radio Description Source: IBOPE / MMW Source: ECAR
  45. 45. 1/13/2011 46 Cinema
  46. 46. Profile of the cinema viewers
  47. 47. CINEMA Source: Cinevision International
  48. 48. CINEMA Operators 2008 Brand Owners Sites Screens Seats Cine Colombia Cine Colombia 32 194 41311 Cinemark Cinemark 13 72 16776 Procinal Procinal 39 100 15071 Royal Films Royal Films 19 82 14181 Cinepolis Cinepolis 1 9 1672 Source: Cinevision International
  49. 49. Outdoors
  50. 50. OOH - Public Route Public Routes Circulación L – S: 35.000 Suscriptores: 0 Source: TGI
  51. 51. OOH Description Source: IBOPE / MMW Source: TGI
  52. 52. OOH The main OOH media in Colombia are : •Billboards (12 x 4 mts ) •Bus Stop Shelters •Transmilenio (Bogotá) •Metro (Medellín) •Merchandising in Malls •Advertising in Airports Although there are many formats available, this above are the main ones.
  53. 53. WHERE IS MEDIA GOING IN COLOMBIA •Open TV: Entry of a third channel during the second half of 2010 which will be assigned by pitch to any this Media owners Groups: Cisneros, Prisa or Planeta. During the first half of 2010 signal proves will be tested. •Pay TV: this channels see the potential of Colombia due its advertisers. Cable channels have audience monitoring for 84 channels by IBOPE but advertising is not being checked •Magazines: More segmentation, All media is moving to their websites. Many segmented magazines have their website. •Newspapers. Free newspapers with high penetration in all segments and regions. •Internet: Mobile internet will continue growing, such as the penetration in all SEL. •Cinema: Decrease in public assistant due to the high illegal DVD consumption. Cinemas had been growing markedly in the second half of last year by the building of new malls with multiplex, for next year is expected the media reactivation •Radio: Internet radio networks begin to gain more conventional users. Higher audience during hours with high traffic on main cities. •OOH- many restrictions for the allocations, but it is a media with a lot of alternatives.
  54. 54. Colombia – Media Inflation
  55. 55. Increase – Media Inflation Country Inflation source : Banco de la República and is according to the rates increase.

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