Advertising: Investment in Costa Rica Decreases

During 2020 it is estimated that advertising investment amounted to $345 million, an amount that is 6% lower than reported in 2019, a drop that is explained by the fall in spending in all formats.

Tuesday, February 16, 2021

According to data collected by Kantar Iboper Media, between 2019 and 2020 in the Costa Rican market, advertising investment decreased by $22 million, going from $367 million to $345 million.

According to the firm, in 2019 the investment made in Internet advertising was not considered, but in 2020 it was included and amounted to $42 million.

The report specifies that in the country, television advertising continues to be the one that accounts for most of the budgets, followed by radio advertising, then cinema advertising, then print advertising, and finally outdoor and cable advertising.

You may be interested in "Central American Consumer: Trends at the beginning of 2021" reviews that in 2020 "... the main advertiser in Costa Rica was Genomma Lab, which allocated all of its $22 million investment to television advertising space. The second place among large advertisers is occupied by America Movil (Claro), whose investment of $8.4 million is 34% of what was invested by the first place."

For Gabriela Navas, head of Media of Havas Costa Rica agency, "... the uncertainty linked to the pandemic and its effects on the economy, caused a chain effect that in 2020 modified the budget available for communication."

The outlook for the advertising industry is that in 2021 the investment in cinemas, outdoor and print media will recover.

¿Busca soluciones de inteligencia comercial para su empresa?

Do you need Business Intelligence solutions for your economic sector of interest? Contact Us

this site is protected by reCAPTCHA and Google's privacy policy and terms of service.
Need assistance? Contact us
(506) 4001-6423

More on this topic

Advertising: New Times, New Strategies

July 2020

Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.

Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.

Panama: Increased Spending on Advertising

March 2012

Private companies and government agencies spent about $200 million in 2011 on different media, an increase of 8% compared to 2010.

The slicing up the country’s advertising pie, according to type of media, was as follows: television received 72.7% of the ads, being the favorite, next came newspapers, with 15.35%, then radio, with 4.67%; followed by magazines, with 3.8% and outdoor advertising, with 3.41%.

Advertising Grows by 18% in Costa Rica

January 2012

Industry saw revenues of $511 million in 2011, compared to $434 million in 2010.

Advertising in Costa Rica grew by 18% reporting revenues of more than $511 million in 2011, approximately $77 million more than last year, said the pollster Media Guru.

If the inflation of colones is included in the calculation, the real growth is 9.3 percent, reported In 2010, gross income of the sector was $434 million.

Panama Markets Itself as Tourist Destination

September 2010

The campaign will feature more Internet and less television in order to attract international tourists.

According to, the agency "BB&M, from this year, will be in charge of developing the campaign, now that the National Tourism Council has awarded it the contract that used to be managed by Publicuatro (P4)".