This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.

Media Passport The lowdown on local media landscapes

market data

For the first time in years, Argentina’s ad spend boost (40% on the first half of 2010) is not only linked to rates increases but to the genuine boost in volume sales.

Ad Spend Share by Medium

Ad Spend Trends ($bn)

Argentina ad spend trends
3,831 No. of magazines (consumer)
34% Newstand sales
€3.95bn Ad expenditure
21% Share of adspend
Top 10 Women's Magazines
Title Publisher Frequency Circulation
 Reader's Digest Selecciones Reader's Digest Argentina Monthly 175,000
Cosmopolitan Argentina
Televisa Monthly 118,000
Pronto Semanal
Producciones Publiexpress
Weekly 116,000
TKM
Vi-Da Producciones
Monthly 92,000
Aqui Vivimos
Propuesta Editorial
Monthly 89,000
Jardin De Genios
Agea Publicciones
Monthly
88,000
Paparazzi
Atlántida
Weekly
80,000
La Valijita
Atlántida
Monthly
77,000
Saber Vivir
Producciones Publiexpress Fortnightly
76,000
Living
Grupo de Revistas La Nación
Bimonthly
75,000
FIPP World Magazine Trends 2011-2012
Top Men's Magazines
Title Publisher Frequency Circulation
Maxim Argentina
Televisa
Monthly
38,000
Hombre
Perfil Monthly
29,000
Playboy Argentina  
Grupo Q
Monthly
9,000
FIPP World Magazine Trends 2011-2012
Top 10 Special Interest Magazines
Title Publisher Frequency Circulation
TKM Vi-Da Producciones Monthly 92,000
Jardin de Genios
Agea Publicciones
Monthly
88,000
La Valijita
Atlántida
Monthly 77,000
Saver Vivir Producciones Publiexpress Fortnightly
76,000
Genios
Agea Publicciones
Weekly
71,000
Billiken
Atlántida
Weekly
60,000
Muy Interesante Televisa
Monthly
51,000
Rolling Stone
Grupo de Revistas La Nación
Monthly
47,000
Para Teens
Atlántida Monthly
43,000
Vivir Mejor Producciones Publiexpress Monthly 40,000
FIPP World Magazine Trends 2011-2012
Top 10 General Interest Magazines
Title Publisher Frequency Circulation
Reader's Digest Selecciones Reader's Digest Argentina Monthly
175,000
Pronto Semanal Producciones Publiexpress Weekly
116,000
Aquí Vivimos Propuesta Editorial Monthly
89,000
Paparazzi Atlántida Weekly 80,000
Noticias de La Semana Perfil Weekly
64,000
Gente Atlántida Weekly
56,000
Caras Perfil Weekly
56,000
Semanario Perfil Weekly
39,000
Le Monde Diplomatique Capital Intelectual Monthly
17,000
Caras y Caretas Revista Caras y Caretas Monthly 10,000

FIPP World Magazine Trends 2011-2012

 

FIPP logoTo order a copy of FIPP World Magazine Trends 2011/2012 – which features detailed local magazine information on 48 country markets and an overview of major trends and developments – visit www.fipp.com/publications.  

 

 

 

 

Broadcast TV is dominated by Artear (Channel 13, owned by Grupo Clarín) and Telefe (Channel 11), and the recently imposed media law is seeking to protect locally-produced content and weaken the power of the biggest media group: Grupo Clarín. According to Ibope, Argentina shows the highest Paid TV penetration rate in Latin America.

10m No. of TV households
- Daily Reach
240mins Daily viewing
- Ad expenditure

48.4% Share of adspend

Top TV Channels
Channel  
Audience share (%) Share of Ad revenue (%)
Canal 2 America TV
- -
Canal 7
- -
Canal 9
- -
Canal 11- Telefe - -
Canal 13- Artear
- -
Source: ZenithOptimedia 2010
Top International Channels
Channel  
Viewers (000) Reach (%)
Discovery - 30.1
National Geographic
- 23.9
ESPN
- 23.3
TNT - 19.8
Sony
- 18.8
Source: PAX LatAm media survey 2007

Clarín and La Nación newspapers lead the sales in Argentina, but both are currently facing Government accusations that their ownership of Papel Prensa, the main paper provider in the country, is illegal.

Top Daily Newspapers
Title Readership
Circulation
Clarin 4,061,000 323,000
La Nacion
1,364,000 153,000
ZenithOptimedia 2011

Online ad spend grew 36% during Q1 of 2010, especially thanks to the brands’ investments before Soccer World Cup.

46 (out of 70) Digital economy ranking (EIU)
42.8% Online penetration
13.3m Total monthly unique visitors
9,000 Total monthly minutes

4.7% Share of ad spend

Top Websites
Website Monthly unique visitors (000)
Google Sites
12,798
Microsoft Sites
12,728
Facebook
12,301
Grupo Clarin
9,956
Yahoo! Sites
9,527
Taringa.net
6,002
Wikimedia Foundation Sites
5,952
MercadoLibre
5,595
Grupo La Nacion
5,293
Federated Media Publishing
5,279

Source: Comscore, November 2011

Top Online Video Sites
Website Monthly unique visitors (000)
Google Sites
11,725
Vevo
11,725
Facebook
5,864
Viacom Digital
3,159
Grupo Clarin
1,941
Dailymotion
1,768
Ustream
1,662
Microsoft Sites
1,583
Future Publishing Limited
959
Vimeo
905
Source: Comscore, November 2011


The Shortcut

Sign up for your weekly fix of global media and marketing news and insights.

data partners