He specified that 1 out of every 4 pesos invested in advertising in Argentina was paid by companies in the pharmaceutical industrywhich together with the food industry, banks and finance and alcoholic beverages concentrate “more than half of the total investment share”.
They indicated that in line with the global trendin Argentina the investment in advertising is divided into “54% in digital, in second place, with 32% TV, followed by OOH (out of home advertising for its acronym in English) with 7%; 6% in radio and 1% in print media.
As for media consumption, they indicated that “the switching on of pay TV does not decrease, mainly driven by news content and entertainment content such as movies and series.”
“The traditional TV switch-on recovered in 2021 some of what it had lost during 2020, and the Prime slot continues to gain space within the Open TV switch-on with contest and entertainment programs compared to the wide range of OnDemand entertainment that was expanded with the appearance of HBO Max, Star + and Paramount “, they indicated.
The same report stated that 97% of internet users between 16 and 64 years of age consume content through streaming platforms, a segment that plans to increase the number of subscribers by 24.2%.
At the same time, the penetration of digital radio and digital music streaming is growing along with podcast consumption.
They added that “the consolidation of the digital versions of graphic media over the printed versions is also observed”, in a country where on average a person spends 9.38 hours a day on the Internet.
Source: Ambito
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