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.

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

Internet Company/Service Provider rank among the top 10 in total investments in 2008 yet not for volume of spots. This may indicate that this category was concentrating on targeted programming that had higher advertising cost.

Automotive, while it shows a great balance between investment and spots it may have been focusing on very specific programming with higher cost when you compare Personal Care/Hygiene: Dental, which had almost the same number of spots for a much smaller investment.

Wireless Equipment and Svcs., Financial Services: Credit Cards, and Financial Services: Banks & Svcs. & Loans show the ideal mix between investment and number of spots for the first half of 2008.

Theatrical Films, Health/Beauty: Fragrances, and Toys/Games: Toys have a much higher volume of spots than investment which indicates they are achieving a lower cost for the reach they are trying to achieve.

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

Unlike the other markets where we see significant variances in investment and spots for some categories, this market shows on the whole, a balance between investment and the number of spots.

Pharmaceutical and Household Prod/Cleaners/Detergent almost showed an exact match between investment levels and volume of spots.

Automotive-Auto, Wireless Equipment and Svcs Beer/Liquor/Wine, Food-Packaged Goods: Dairy and Beverages Soft Drinks/Juice all generated less spots for their investment dollar.

Health/Beauty: Fragrances showed the greatest difference between investment and number of spots which indicates their target audience was far less costly to reach.

Theatrical Film, Personal Care/Hygiene: Dental also showed a greater investment for the number of spots but on a much smaller scale.

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

This market shows the most consistency between investment and the number of spots.

Entertainment/Events has by far the greatest difference between investment and spots. In this case their target audience must have been very costly to reach since their investment was much greater than the number of spots.

Health/Beauty: Fragrances showed by far the greatest efficiencies when looking at investment to the total number of spots.

All the other categories show a very small variance either up or down between investment and number of spots. While Mexico was much more consistent than Argentina or Brazil, Venezuela shows the least variance between investment and spots across all categories.