Marianela Palacios wrote in her article in Prensa.com: "It was not just the political institutional segments and telecommunications that had increases in the first three months of the year. There were also positive variations in civic campaigns, commercial cleaning products, furniture and entertainment, among others."
In January 2009, nearly $23 million were invested, an increase of more than $3 million compared to January 2008.
Data from the General Accounting Office published in an article in prensa.com indicated that advertising investment reached $22.99 million in January 2009, an increase of 17% against the $19.652 million that was invested during the same period in 2008.
Companies are using the FIFA World Cup to position their brands, increasing advertising spending by 15%.
Estuardo Aguilar, director of the Guatemalan Union of Advertising Agencies, remarked that such increase could reach 20%, as “the World Cup is a good opportunity for companies to communicate and expose their brands, because more than a sporting event, it becomes a spectacle”.
Of all the advertising spending in mass media in the region, Nicaragua's share is 8%.
Guatemala's is 28%, Costa Rica's 22% and Honduras' is 16%.
Despite this reduced participation, the Nicaraguan media market has grown by 15% over the last two years, said Cesar Espinosa, CEO of Cem Communications and president of the Nicaraguan Organization of Advertising Agencies (ONAP), during an interview with Humberto Galo for Laprensa.com.ni.
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