Peru - Trade Promotion and Advertising Peru - Trade Promotion and Advertisin
In 2016, Peruvian advertising increased 2% from the previous year, to USD 725 million from USD 711. Advertising expenditures increased every year since 2004 (excluding 2009 when investment stagnated). This growth followed a 4.7% drop in advertising in 2015 caused by the economic slowdown that year. In 2016, television advertisements remain the largest expenditure (USD 368 million). Internet advertising totaled USD 86 million (11.9% of all advertising expenditures, an increase from 10.8% in 2015). Radio and newspaper ad spending totaled approximately USD 83 million and USD 81 million, respectively.
Lima has 25 daily newspapers, and locally-oriented newspapers are available in most provincial capitals. El Comercio is the most influential and among the oldest publications, with 176 years of continuous release. Additionally, the El Comercio Group owns three major dailies, Peru.21, Gestión and Trome. Other major dailies include Correo, La República, La Razón, La Primera, Expreso, Ojo, and El Popular. El Peruano, founded in 1825, is the government’s newspaper of record, and publishes all legislation passed, as well as reporting news. Caretas, a weekly magazine founded in 1950, is also one of Lima’s most influential news publications.
In August 2013, El Comercio Group acquired control over printing, circulation, and publicity of Correo and Ojo from the EPENSA Group, although EPENSA retained editorial control over these papers.
In May 2017, the Ministry of Transportation and Communications (MTC) reported that there are 1,519 television stations and 4,841 radio stations in Peru. In Peru, the most television stations are in Lima (129), followed by Puno (133), Cusco (123) and Junín (102). Regarding radio stations, Cajamarca is the leader (408), followed by Ancash (374), Lima (342) and Piura (317).
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.
Peru’s radio stations broadcast on AM, FM, and short wave frequencies. Many of these stations are small storefront operations serving relatively limited audiences, with several broadcasting in indigenous languages. Radio's most influential source of news and information is “Radio Programas del Peru” (RPP). RPP is the national network, with transmitters and correspondents in most Peruvian cities. It leads most AM and FM ratings in most major cities, including Lima and boasts an influential listening audience and a TV station for simulcast.
Television permeates the urban environment in Peru and has become increasingly available to rural audiences. As in the United States, television is often the primary source of news.
The key Peruvian television providers are the six major Lima-based networks, along with government-owned 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 the “Alianza contra la Piratería de Televisión Paga” concluded that 36% of households used cable television as of 2016. The report adds that 52% of more than 3 million cable TV connections in Peru are pirated. Canal N, a 24-hour cable news channel owned by El Comercio is highly influential.
The main cable service companies are Spain’s Telefónica del Perú, offering “Movistar TV” with 30% market share, Mexico’s America Móvil Group, offering “Claro” with 8% market share, and the U.S. DirecTV Group, with 7% market share. Their packages feature programming from the U.S. as well as other Latin American, European, Asian and African countries. The remaining cable companies are smaller firms who offer their services in concentrated areas surrounding Lima or in other provinces throughout Peru.
Major Lima-based networks maintain news websites that correspond to their print and broadcast outlets. The most popular are El Comercio, La Republica, RPP, America TV and Peru.com.
A National Institute of Statistics (INEI) poll reported by government-owned wire service Andina on September 28, 2016 reported that 62.1% of urban Peruvians use the Internet every day. INEI’s poll added that Peru has an internet penetration rate of 50.2% in Lima and 28.6% in the remaining regions of Peru. An IPSOS Peru poll published in Gestión on September 14, 2016 reported that Facebook is the most prefered social media outlet for 69% of urban Peruvians, followed by YouTube with 50% and Google+ at 46%. A CCR 2016 study published in Gestión on September 15, 2016 found differing statistics regarding social media, where the most popular outlets for internet users in Lima are Facebook (95%), YouTube (81%), Google+ (75%) and Twitter (32%). Blogging is not popular enough to be a source of independent income, and as a result, most bloggers are affiliated journalists or academics. Although large scale political movements have not been coordinated via social media in Peru, social media has still played a role in mobilizing public opinion on political issues. The U.S. Embassy in Lima Facebook page has over 305,000 followers and the Twitter account has over 46,000 followers, including many of Peru’s leading opinion makers.