Adspend in the Americas - A tale of two regions

The advertising markets of North and Latin America are very different. North America, dominated by the US, is a region of mature markets and low growth, and a well-balanced media mix. In contrast, Latin America generally consists of under-developed markets that have experienced very high growth rates in recent years, with most investment going to television.

INTRODUCTION

Advertising expenditure in the Americas accounted for almost half of all money spent on advertising globally in 1996. North America's share fell from 50.4 per cent of global adspend in 1987 to 39.8 per cent in 1996 but Latin America's share increased from 1.5 per cent to 5.1 per cent over the same period (Table 1). Latin America was the second fastest-growing region in the world between 1987 and 1996 (after the Middle East), but in terms of total adspend, the region was still much smaller than North America, Europe and Asia Pacific.