Did you ever wonder how much online properties of major quality content providers (such as the New York Times, The Wall Street Journal, The Economist etc…) are read in Latin America and Spain? We did and we asked ComScore for the data. Very interesting. It turns out that many of these properties have sizable audience figures in the Latin world. These audiences are coveted by advertisers because they tend to have a high purchasing power.
Nytimes.com has an audience of more than 1.2 million unique monthly users, Ana Torres de Navarra, Director Latin America at the New York Times Syndication Sales tells Portada. The data is confirmed by the below ComScore box. The New York Times is now selling Latin American audiences of its web properties to both Latin American and U.S. based advertisers. The online medium is gaining traction and being sold independently or in combination with the New York Times Latin American print properties, mostly branded editions inserted into local newspapers.
The Wall Street Journal has 71,000 monthly unique users in Spain, September 2010 data, and 140,000 in Latin America.
The BBC is another entity that is marketing its Latin American online audiences. According to Alex Fulton, Worldwide Editorial contact at the BBC, “ the BBC.com reaches 1.9m unique users in Latin America, making it the largest international news provider in Latin America.” ComScore figure show 582,000 users in Latin America and 357,000 in Spain.
In terms of share of Latin audience vs. overall world audience, the ratios are relatively. The largest are The Economist.com (almost 5%) and Euronews.net (17%), the latter has a relatively small worldwide audience.
More info in the box
September 2010 Country by Country Report
Media Metrix 2.0 Legend
[M] Media Title
[E] Custom Entity
[N] Ad Network
[A#] Alternate Rollup
[X1] Extended Network
(U) Fully Unified – Used to identify entities that are measured and reported completely based on Panel-Centric Unified (Panel + Census) measurement.
(u) Partially Unified – Used to identify entities with at least one child entity that is Fully Unified, but not all.
w/History Trend combines media previously reported under different parent and/or different level.
* Indicates that the entity has assigned traffic to certain pages in the domain to other entities
** Indicates that the entity is an advertising network.
(v) Indicates that the advertising network has been verified by comScore.
… Indicates data used fell below minimum reporting standards and/or data not available.
N/A Indicates data is not available in the data set for reporting for the specified time period.
# Caution – small base may result in unstable projection.
## Directional purposes only – base too unstable for reliable projection.
Details on minimum reporting standards are located at: http://mymetrix.comscore.com/mmx/definitions_minreportingstandards.asp