The document provides an overview of the media landscape in Colombia. Some key points: - Colombia has a population of over 44 million people, with 76% living in urban areas. - Television is the dominant media, with cable TV audiences growing. Newspapers are also widely read. - The top spending categories for advertising are beverages, personal care products, and telecommunications. - Media inflation has increased advertising rates for most channels, with the exceptions of newspapers and outdoor advertising. - The internet and mobile platforms are growing areas that are attracting more users and advertising dollars.

1. Media Landscape Colombia

2. A visual introduction to Colombia
A visual introduction to Colombia

3. Content
Market Overview
Overview by Media
Inflation increase by media
Competitive Key Facts
Satisfaction Survey

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. 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. 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. Population by SEL. (National)
ABC+ (16%)
C (43%)
ED (53%)
*Source DNP

8. 8 Economic parameters
GDP TREND (Colombian Pesos)
Landscape Colombia 2009
Source: DANE – Banco de la Republica

9. Media Market Overview

10. 10
Landscape Colombia 2009
Total media spend (2000 – 2009)
Billion Col$
Source: Ibope Colombia – Colombian pesos

11. 11
Landscape Colombia 2009 Spend By Month 2004 – 2008
Source: Ibope Colombia Colombian pesos

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. 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. 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. TV

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. 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. Television
Average Rating by Type of program -Total
Audience
2009
Source: IBOPE / MMW

19. TV audience during Peak Time minute by
minute

21. 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.

22. Cable Channels Evolution
-19 %
33%
8%
36 %
-16 %
-18 %
0%
13 % 55 % -5 %
Fuente: TGI

23. Cable TV Description
Source: IBOPE / MMW

24. International Television
High penetration
Source: TGI

25. Newspapers

26. Regional Coverage
Newspapers in Colombia
Monday to Saturday: 37
Sundays: 20
Weekly: 7
National Coverage

27. 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

28. Print: Newspapers
Newspapers read on the Center region
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

29. Print: Newspapers
Newspapers read on Antioquia
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

30. Print: Newspapers
Newspapers read on Pacific
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

31. Newspapers Description
Source: IBOPE / MMW
Source: TGI

32. Magazines

33. Print: Magazines
Magazines Read
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

34. Print: Magazines
Magazines Read
Source: TGI - Women ABC

35. Magazines Description
Source: IBOPE / MMW
Source: TGI

36. Magazines in Colombia
Weekly 5
Fortnightly 11
Monthly 79
Bimonthly 23
Quarterly 3
Half-yearly 2
Total 123
Source: TGI

37. Magazines Owners – GS
Purchase

38. Internet

39. Internet
Visited Web Domains
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

40. Internet Description
Source: IBOPE / MMW
Source: TGI

41. Colombia will soon become the second country with more
web visitors in South America and with great growing
potential

42. Radio

43. 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

44. 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

45. Radio Description
Source: IBOPE / MMW
Source: ECAR

46. 1/13/2011 46
Cinema

47. Profile of the cinema viewers

48. CINEMA
Source: Cinevision International

49. 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

50. Outdoors

51. OOH - Public Route
Public Routes
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI

52. OOH Description
Source: IBOPE / MMW
Source: TGI

53. 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.

54. 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.

55. Colombia – Media
Inflation

56. Increase – Media Inflation
Country Inflation source : Banco de la República and is according to the rates
increase.