Advertising: New Times, New Strategies

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.

Wednesday, July 22, 2020

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.

Kantar Ibope, a firm specialized in media research at the regional level, assures that in Costa Rica many companies have preferred to invest in television campaigns, due to the quarantine, instead of media such as outdoor advertising.

According to CentralAmericaData reports, due to the restrictions on mobility decreed in the region's cities, mid-April was when the concentration of people in residential areas reached its highest level. The trend has been downward, but consumers still largely remain in their homes.

Aileen Montero, head of customer service at the Ibope Monitoring Area, told that "... since last year there has been a slight drop in advertising investment. However, the pandemic accelerated the fall."

It is estimated that during the second quarter of 2020, advertising investment in Costa Rica totaled $72 million, 17% less than that reported in the same period in 2019.

The article adds that "... National television companies received half of the money invested in the second quarter of 2020, followed by radio with 23% and pay television with 12%. These three media account for almost 90% of the money invested between April and June, according to the specialist company."

CentralAmericaData provides tools to monitor the interests of consumers in any country in the region and their interest in acquiring any product or service, allowing companies to project demand trends and anticipate changes that will occur in the various sectors and categories of products and services. This information can be combined with the location of people, their ages and their socio-economic level.

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