Year to Year Change Total Investment Agrandar Imagen

Wireless Equipment and Svcs. continues to be the leading advertising category for cable, only suffering a slight loss between 2008 and 2007.

Beverages, Household Products, Food-Packaged Goods: Others, and Internet/Service Providers all increased their advertising investments when comparing 2008 to 2007; with the Internet/Service Provider category enjoying the highest growth, putting it among the top 10 at 7th position among the major categories investing in cable. This only shows the strength internet is gaining in Latin America, in this case Argentina.

Automotive and Personal Care had insignificant declines in their total investments.

Theatrical Film, Food Packaged Goods: Dairy, and Financial Services lowered their advertising investment much more drastically, placing them in the bottom tier of the major advertising categories.

 

  
 
Analysis of Spots Placed Year to Year Agrandar Imagen

Major Advertising Categories

Household Product/Detergents lead in the number of spots in 2008 even though the total advertising investment for this category was not number 1 for 2008 in US$(000). This is followed by Wireless, Beverage, and Food Packaged Goods.

There is an interesting finding when looking at Toys/Games, Candy/Confectionary and Health/Beauty Fragrances. While they rank among the major categories in placing the greatest number of spots, they do not appear as one of the top advertising investors. This signifies that their rates per spot must be very low allowing for a much greater number of spots to be placed.

Inversely, Automotive, Internet/Service Provider, and Financial Services do not rank within the top 10 categories for volume of spots placed yet they do appear in the top 10 categories with highest advertising investment. This means the rates that are paying per spot must be higher than the average.

 

  
 
Cross Investment Levels Agrandar Imagen

comparing the number of spots for the 10 major categories in 2008 this chart shows relationship between each category when comparing total investment to total number of spots

When the Investment line is higher than the line showing the Spots we can surmise that there must have been market forces at work that drove the cost of spots higher. Wireless Equipment and Svcs., Beverages/Soft Drink and Juices, Automotive and Internet Company and Service Provider clearly show this dynamic at work.

Conversely, when the line showing the Spots is higher than the Investment line it means that the rates per spots are lower than average and these categories enjoy more spots per investment level. Household Products/Cleaning/Detergent, Food Packaged Goods: Others and Food Packaged Goods: Dairy are categories that enjoy this advantage.

Personal Care/Hygiene: Dental, Theatrical Films, and Financial Services show an average rate per spot.

 

  
 
Month by Month Analysis Agrandar Imagen

Shows the behavior of major categories by month

  • Can serve as a planning tool for agencies and clients.
  • Acts a snapshot identifying which categories hold the most weight in given months for networks.
  • Allows sales teams to plan their pitches according to the heavier hitters; month to month.
Household Prod/Cleaners and Detergents has the heaviest weight month to month for the first six months of 2008, however, their strongest months are January and February and as the year evolves, they have lighter activity. This chart gives you a clear picture of that behavior.

Wireless Equipment and Services and Beverages remain rather constant month to month, but you can see distinct variations in the other categories.

Food Packaged Goods: Others and Dairy are strong in March and February.

Toys/Games shows investment in January, no investment in February and very little activity until mid year. This category will be an interesting one to analyze as the year evolves leading up to the Holidays.

Health/Beauty: Fragrances also shows a strong relationship to Holidays such as May (Mother’s Day) and June (Father’s Day) and will probably show a peak in December for Christmas.