media market overview colombia
TRANSCRIPT
Media Landscape Colombia
A visual introduction to ColombiaA visual introduction to Colombia
Content
Market Overview
Overview by Media
Inflation increase by media
Competitive Key Facts
Satisfaction Survey
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
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.
Population pyramid – 2009 projection
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
8.000.000B
ogot
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National 44’977.758
Capital Cities(32) 20’710.993 (46%)
Population by SEL. (National)
*Source DNP
ABC+ (16%)
C (43%)
ED (53%)
Economic parametersGDP TREND (Colombian Pesos)
Source: DANE – Banco de la Republica
Landscape Colombia 2009
8
Media Market Overview
Total media spend (2000 – 2009)
Source: Ibope Colombia – Colombian pesos
Billion Col$
10
Landscape Colombia 2009
Spend By Month 2004 – 2008
Source: Ibope Colombia Colombian pesos
11
Landscape Colombia 2009
Source: Ibope Colombia – Colombian pesos
2009 top 10 spend for Categories and Advertisers
Amount Spent $ 78 Billions Col
12
Landscape Colombia 2009
Beverage
P. Care/others
Telcom
Bank
Telcom
Telcom
P. Care
P. Care/others
Beverage
Food
General Investment Overview by
Media
Sourceb decreaja: IBOPE: IWKS
- 3%
Total Advertisers
12%
8.9%
0 %
- 55% 2%
1.1%
-7.1%
% growth 2007 Vs 2008
Compared 2008 vs. 2009 same period (Jan- Sep) the total market has decreased 9,8%, the most affected media are newspapers and OOH.
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.
Media Overview
Audience evolution by media
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.
2.6%
Total People% growth 2007 Vs 2008
-7.8%
-16.2%- 10.9%
- 27.5%
13.6%
- 10%
-7.2 %
-5.9%
-40.9%
TVTV
Methods used to provide Television Service in Colombia
Open TelevisionOpen Television Closed TelevisionClosed Television
National
Regional (Public)
Local
Public interest Television,social, educative and
cultural (Señal Colombia y Institutional Channel)
Commercial Television
With profit motive
Without profit motive
Cable
Satellite
Communitarian
Source: CNTV
TelevisionAudience Share
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.
2009Target: Personas
Source: IBOPE: MMW
People dedicates an average of 2h.53min daily watching Television
TelevisionAverage Rating by Type of program -Total
Audience
Source: IBOPE / MMW
2009
TV audience during Peak Time minute by minute
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.
Fuente: TGI
Cable Channels Evolution
-19 %
8%36 %
33%
-16 %-18 %
0 %13 % 55 % -5 %
Source: IBOPE / MMW
Cable TV Description
International Television
High penetration
Source: TGI
NewspapersNewspapers
Newspapers in Colombia
Monday to Saturday: 37
Sundays: 20
Weekly: 7
National Coverage
Regional Coverage
Print: Newspapers Geographic Coverage Study
La CrónicaLa Patria
El Tiempo Café
Diario del OtúnLa Tarde
El Colombiano
El Mundo
El Tiempo Medellín
Z. Antioquia
Z. Cafetera
El Heraldo
El Informador
Z. Caribbean
El Meridiano
El Universal
La Libertad
Boyacá 7 días
Diario del huila
Z. Center
Diario Deportivo
El Espectador
El Nuevo Día
El Nuevo Siglo
El Tiempo
Hoy
La Nación
La Republica
Llano 7 días
Portafolio
Tolima 7 días
La Opinión
Vanguardia Liberal
Z. East
El Tiempo Cali
El País
Diario de OccidenteEl Liberal
Z. Pacific
Newspapers read on the Center region
Print: Newspapers
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Newspapers read on Antioquia
Print: Newspapers
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Newspapers read on Pacific
Print: Newspapers
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Source: IBOPE / MMW
Source: TGI
Newspapers Description
MagazinesMagazines
Magazines Read
Print: Magazines
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Magazines Read
Print: Magazines
Source: TGI - Women ABC
Source: IBOPE / MMW
Source: TGI
Magazines Description
Magazines in Colombia
Weekly 5
Fortnightly 11
Monthly 79
Bimonthly 23
Quarterly 3
Half-yearly 2
Total 123
Source: TGI
Magazines Owners – GS Purchase
InternetInternet
Visited Web Domains
Internet
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Source: IBOPE / MMW
Source: TGI
Internet Description
Colombia will soon become the second country with more
web visitors in South America and with great growing
potential
RadioRadio
Radio in Colombia
AM Stations: 1.6001.600
Commercial 484
Public Interest 1. 116
FM Stations:2.2502.250
Commercial 1.096
Communitarian-Public interest 1.122
Leading Channels or Networks
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%
Prisa
Group
All this Radio Channels have National coverage in the main cities
Source: IBOPE / MMW
Source: ECAR
Radio Description
1/13/2011
46
CinemaCinema
Profile of the cinema viewers
CINEMA
Source: Cinevision International
Operators 2008
CINEMA
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
OutdoorsOutdoors
Public Routes
OOH - Public Route
Circulación L – S: 35.000
Suscriptores: 0
Circulación L – S: 35.000
Suscriptores: 0
Source: TGI
Source: IBOPE / MMW
Source: TGI
OOH Description
OOHThe 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.
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.
Colombia – Media Inflation
Increase – Media Inflation
Country Inflation source : Banco de la República and is according to the rates increase.