Multichannel spending for the Month of January 2009 across Argentina, Brazil, Mexico and Venezuela increased 13% in activity (spots) compared to the same period in 2008. This growth was mainly driven by Mexico and Brazil posting a 22% increase. Argentina increased by a slight 10%, while Venezuela posted a 9% drop.
Datacheck, the provider of competitive media intelligence on pay television, can help you track how the region reacts to current market economic conditions. The quarterly figures will be more indicative of the effects of the global economic crisis.
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| MARKET INTELLIGENCE PUBLISHED IN THIS ISSUE |
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This issue compares how advertising dollars and spots were allocated; comparing the top 10 categories and advertisers of 2008 vs. 2007 across 4 markets and by market. You will find a snapshot of how much was spent, what categories increased or decreased their spending, and how advertising expenditures were allocated across the four major markets. This newsletter supplies you with a sample of the type of in-depth advertising intelligence DataCheck provides on pay TV advertising behavior across the pan regional market.
For more information on SpendCheck click here |
| SPENDCHECK ANALYSIS 2008 vs. 2007 |
In 2008 four of the top ten categories monitored by SpendCheck® in Argentina, Brazil, Mexico and Venezuela experienced significant declines in spot activity; 2 categories showed single digit increases while three posted double digit increases with one category showing a significant increase compared to 2007. Despite a decrease of 3%, the Toys/Games category continues to lead the ranking in 2008 due to an intense increase in seasonal spending for the Holidays. The wireless industry moved up a notch in the top ten, reaching # 2, with a nominal expenditure of US$35.7MM an increase of 24% compare to 2007 estimates; Mexico ad spend for this category was the main driver (+56%) while Brazil and Venezuela posted a drop in activity. The overall increase in activity among the top ten categories across 4 markets from 2007 to 2008 was 6.08%. Household Product & Cleaners (#6) posted the biggest increase of any category, with a nominal investment of US$14,596,291, up almost 50% from 2007 ranking when it ranked #9.
| TOP 10 CATEGORIES 2008 vs. 2007 ACROSS ARGENTINA, BRAZIL, MEXICO & VENEZUELA |
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Fragrances - Health & Beauty Products- (-15.19%), Movies - Theatrical Films (-8.68%) and Dairy - Package Goods/Food (-8.02%) were the most affected categories in spot activity. Beverages – Soft Drinks & Juices- (+10.44%), Other Packaged Goods/Food (+13.39%) had significant increase in spot activity while Wireless Services and Equipment posted a moderate growth (+6.75%). The Auto industry investment remained essentially flat for 2008 in nominal dollars, due to decreases in producer countries such as Brazil and Argentina. While Brazil increased by 15% Venezuela and Mexico posted a -28% and -6% drop, respectively.
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Procter & Gamble, Unilever and Colgate Palmolive continued to be the top three advertisers for the second year in a row. In 2009 Unilever is expecting to increase efficiencies in ad spend as well as sales increases in Emerging Markets as Latin America, the company will focus in volume and innovation, while main competitor P&G will rather focus on value, avoiding increasing market share and volume at any cost.
| TOP 10 ADVERTISERS 2008 vs. 2007 ACROSS ARGENTINA, BRAZIL, MEXICO & VENEZUELA |
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Reckitt Benckiser (#6/+71%) and SC Johnson (#4/+61%) showed significant growth in activity and spending, however, 2 out of the top ten multichannel advertisers in Latin America decreased in activity driven by Ditoys and Danone Argentina which registered a drop of -12% and -16%, respectively in 2008. |
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| SpendCheck - Top 10 Categories and Advertisers by Market |
DISCLAIMER
Source: DataCheckUSA/SpendCheck 2008-2007
Networks Analyzed: (14) Discovery Channel, ESPN, FOX Sports, FOX, MTV, National Geographic, Sony,TNT, Warner, Cartoon Network, Discovery Kids, JETIX, AXN and Universal.
The exceptions of networks not monitored in specific markets are:
ARGENTINA: AXN, Universal; BRAZIL: AXN, MTV, FOX Sports, Universal; VENEZUELA: AXN, Jetix, MTV, Universal
Analyzed Period: Children Networks: 9am to 11 pm Others Networks: 12 pm to 12 am
Data reflects buys made directly to networks
(Excludes buys made directly to cable operators)
