Media executives who attended the Summit talked about a relatively positive picture in panregional advertising sales YTD in 2009. In local currency, sales are clearly up vs. 2010 in most countries with the exception of Colombia (mostly due to political uncertainty). Due to the depreciation of the Latin American currencies versus the dollar, when denominated in US$ sales growth is flat or negative vs. 2008.
Some major marketers present at the Summit said that their advertising/marketing budgets for 2009 are flat or negative compared to 2008. Edward ("Ed") Pilkington, Marketing & Innovation Director, Latin America & Caribbean at Diageo noted that his company’s budget is flat versus last year. He added that it has doubled over the last 5 years.
Vinicius Losacco, Marketing Director Latin America, Warner Brothers, said that compared to 2008 Warner Brothers Latin American Advertising Budgets are lower.
During the panel “New Ways to target Spanish-speakers online”, Losacco explained that most buys are done locally (in each country) and in cable TV media. Online media (MSN) is the only vehicle that Warner Brothers buys panregionally.