Media Rebates in Latin America – WFA Survey
The World Federation of Advertisers (WFA) has announced the results of its recent survey about the level and distribution of media rebates.
The survey took place this year beetwen 32 multinational companies.
Media reabates are the payments to media agencies in return for spending client money with key media owners.
The survey found that many marketers believe that the perceived level of rebate is higher than what they believe is being returned in a number of markets.
In Latin America, respondents identified Colombia, Mexico and Brazil as rebate hot spots in Latin America. Online was identified as the medium paying the highest rebates, followed by TV. There was a significant gap between the perceived level of rebates paid and returned in Mexico with rebates paid ranked at 2.1 out of three and rebates returned at just 1.6.
Twelve per cent of rebates were returned as free space with cash returned annually although 16% received monthly payments. Twenty-two per cent of respondents also used rebates to reduce direct payments for agency remunerations.
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