Peru - Trade Promotion and AdvertisingPeru - Trade Promotion and Advertisin
Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.Last Published:9/30/2019In 2018, Peruvian advertising totaled $620 million, a 7.2% decrease from the previous year. (Advertising expenditures have declined since 2015, following an overall trend of increases since 2004). In 2018, television garnered the largest share of ad revenue, totaling $284 million, an 11% decrease from 2017. Internet advertising totaled $107 million, 17.3% of the market share and an increase from 2.9% in 2017. Radio and newspaper ad spending totaled approximately $82 million and $59 million, respectively. The El Comercio Group owns the most influential paper with the same name and five other major dailies aimed at different audiences: Perú21, business journal Gestión, popular Correo, and tabloids Trome and Ojo. Other major dailies include La República, Expreso, Diario Uno, La Razón, and El Popular. El Peruano, founded in 1825, is the government’s newspaper of record, publishing all legislation and decrees, and also reports 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 (with 158 stations), followed by Puno (141 stations), Lima (134), and Áncash (129). For radio stations, Cusco region is also the leader (491 stations), 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 means for transmitting information about local issues and events in the regions outside of Lima. The key Peruvian television providers are the six major Lima-based networks: Latina, América, Panamericana, ATV, ATV+, and RBC, along with TV Perú, the state-owned network, 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. A report by TV regulatory agency Osiptel concluded that 60% of households used cable television as of 2018, a 12% increase from 2017, with most of it from pirated cable TV connections. Canal N, a 24-hour cable news channel owned by El Comercio Group, and RPP, the cable channel for one of the most widely heard radio stations, are highly influential. The main cable service companies are Spain’s Telefónica del Perú, offering “Movistar TV” with 69.32% market share, the U.S. DirecTV Group with 15.7% market share, and Mexico’s America Móvil Perú, offering “Claro” with 8.97% market share. Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.