Guatemala: World Cup Increases Advertising Spending by 15%

Companies are using the FIFA World Cup to position their brands, increasing advertising spending by 15%.

Wednesday, May 5, 2010

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”.

Mónica Escaler, president of the Publicists’ Association of Guatemala, explained that this type of advertising is ‘seasonal’, similar to what happens in Christmas or Mother’s Day. She agreed that companies spend between “15% and 20% more” on these occasions.

More on this topic

The Advertising Market in Nicaragua

October 2013

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

Guatemalan Advertising Market

July 2013

Annual expenses have superseded $900 million a year: 70% on television, 15% in print media, 2% on radio, and the rest on other media including the internet.

According to Rodrigo Gordon, president of the Association of Advertisers in Guatemala (AAG), "such good investment in marketing and advertising is related to a country's economic growth.

Advertising Investment Increases by 22% in Panama

May 2009

In the first quarter of the year, $82.7 million were invested in advertising, 22.3% more than for the same period in 2008.

Monica Urrutia, president of the Panamanian Association of Advertising Agencies (APAP), attributed this growth to the effects of the electoral campaign and increased investment from telecommunications companies.

Panama: Investment in Advertising Increases by 17%

March 2009

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 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.

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