Argentina Agrandar Imagen

Shows the behavior of major categories by month

Key uses:

  • 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.

 

  
 
Brazil Agrandar Imagen

Shows the behavior of major categories by month

The Automotive category not only enjoyed the largest growth in investment and spots in Pay TV, but was dominant among the rest of the key categories month to month in 2008. This was despite the rising global cost of gas affecting car sales. This could be attributed to the fact that Brazil is one of the countries taking the lead in its energy initiative to manufacture hybrid automobiles.

Personal Care/Hygiene: Dental also shows a strong presence in this market.

Health/Beauty: Fragrances show a peak in investment in the months of May and June which can be associated Mother’s Day and Father’s Day, respectively. We are likely to see this category grow much more during the last quarter of the year for the Christmas Holidays just like in Argentina.

Household Products: Insecticide suffered major losses during the second quarter of 2008 compared to the beginning of the year, despite the fact that the volume of spots did increase overall from 2007.

 

  
 
Mexico Agrandar Imagen

Shows the behavior of major categories by month

Wireless Equipment and Svcs. and Automotive-Auto have a strong presence throughout the first 6 months of the year which makes it clear that these are two key categories in Mexico.

Health/Beauty Fragrances proves to have the most active presence in the months of May and June for Mother’s Day and Father’s Day, respectively, as the previous charts have confirmed.

Beer/liquor/Wine and Beverage/Soda Drinks/Juice show a consistent level of activity month to month. We also can conclude that very few other categories have the same level of consistency.

Toys/Games: Toys and Household Prod/Cleaners/Detergent show a significant variance on a month to month basis which has been noted previously when we were discussing the month by month analysis for Argentina.

 

  
 
Venezuela Agrandar Imagen

Shows the behavior of major categories by month

Personal Care/Hygiene: Dental is one of the categories with the most stable tendencies throughout the first half of 2008 as the previous graph indicates.

Fragrances again peaks during May and June for Mother’s Day and Father’s Day and will most probably show increased activity in October through December for the Christmas Holidays.

Pharmaceutical also stands out for its sudden increase in participation which can be seen clearly in the months of April through June.

Theatrical Film had a greater participation in the first quarter of the year and has slowly faded during the second.

Beverage/Soda Drinks/Juice shows the same tendency, with a good early part of the year and then it falls off.

Wireless Equipment and Svcs. has increased in both investment and spots while showing stability month to month.

Financial Services: Credit Cards while on a year to year basis has shown some losses it has remained constant month to month also proving to be a stable category.