Peru - Trade Promotion and Advertising Peru - Trade Promotion and Advertisin
In 2017, Peruvian advertising decreased 8% from the previous year, to $668 million from $725 million. Advertising expenditures have increased every year since 2004, excluding 2009 and 2015. In 2017, television advertisements remained the largest expenditure at $320 million. Internet advertising totaled $96 million or 14.4% of all advertising expenditures and an increase from 2.58% in 2016. Radio and newspaper ad spending totaled approximately $85 million and $69 million, respectively. The El Comercio Group also owns five other major dailies aimed at different audiences: Peru.21, Correo, business journal Gestión, and tabloids Trome and Ojo. Other major dailies include La República, La Razón, Diario Uno, Expreso, and El Popular. El Peruano, founded in 1825, is the government’s newspaper of record, publishing all legislation and decrees as well as reporting news. Caretas, a weekly magazine founded in 1950, is also one of Lima’s most influential news publications. In January 2018, the Ministry of Transportation and Communications (MTC) reported there were 1,686 television stations and 5,257 radio stations in Peru. The highest number of television stations are in Cusco region (158), followed by Puno (133), Lima (134), and Áncash (129). For radio stations, Cusco region is also the leader (491), followed by Cajamarca (446), Áncash (390), Lima (356), and Puno (346). Radio has the largest audience of all communications media, reaching even the most isolated populations in Peru. It is often the first source of current news and is the principal vehicle in the regions outside of Lima for transmitting information about local issues and events.
The key Peruvian television providers are the six major Lima-based networks, along with TV Perú, which is the only station available in many parts of Peru. These seven broadcasters use affiliates in the provinces, much like their counterparts in the United States. Additionally, there are numerous smaller, independent stations that serve particular cities and regions. Cable television also dominates the Peruvian market. A report by TV regulatory agency Osiptel concluded that 48% of households used cable television as of 2017, a 10% increase from 2016, with most of it from pirated cable TV connections. Canal N, a 24-hour cable news channel owned by El Comercio Group, is highly influential. The main cable service companies are Spain’s Telefónica del Perú, offering “Movistar TV” with 65.6% market share, Mexico’s America Móvil Group, offering “Claro” with 9.7% market share, and the U.S. DirecTV Group with 14.8% market share.