Panama: Increased Spending on Advertising

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

Thursday, March 15, 2012

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%.

"The total cost was around $200 million, estimated by Ibope Media, a Brazilian company specializing in media and marketing research in Latin America and a with presence in Panama," reported This represents an increase of 7.7% compared to the amounts spent in 2010.

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.

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.

Online Advertising to Grow at 9% until 2014

November 2010

A study by eMarketer predicts that online ad spending in Latin America will grow between 6% and 9% annually between 2010 and 2014.

According to the study, Latin America was the region which showed more strength against the recession, registering an online advertising growth of 13.3% in 2009 reaching $ 1,700 million. According to eMarketer, this trend will continue and reach $ 4,000 million in 2014.

Changing Paradigms in Advertising

May 2009

The consumer is becoming a “prosumer.” Ad messages are no longer in one direction. They have become a dialogue instead.

It was Alvin Toffler who coined the term "prosumer" when he envisioned a scenario in which businesses would initiate a process of change to mass-produced customized products in order to continue increasing their profits in a market saturated with mass-produced standard products.

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