Local online advertising investment grows 49.5% to $131mn

- Monday, March 7, 2011

Local online advertising investment grows 49.5% to $131mn

Investment in online advertising grew 49.5% to 528mn pesos (US$131mn) during 2010 in Argentina, according to statistics released by the local chamber of media agencies (CAAM).

Online advertising investments during the year were up from 353mn pesos in 2009, while online advertising increased its market share from 4% at end-2009 to 4.3% at the end of last year.

Despite growing more than any other platform, investment in online advertising was still below more traditional mediums. Broadcast television was the frontrunner, occupying 39.2% of the market. During 2010, broadcast grew to 4.8bn pesos in advertising investments, up 41.5% from 3.4bn pesos in 2009.

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Following broadcast was newspapers with a 33.4% share of the advertising market. Investments in newspaper ads grew 44.6% during 2010, to 4.1bn pesos, up from 2.9bn pesos the previous year.

Cable TV advertising had the third-highest market share at 8.4%, dropping from 9.2% at end-2009. Still, investments in the segment grew 26.7% from 816mn pesos in 2009 to 1bn pesos in 2010.