Argentina was the ninth fastest adspend country in the world from 2006 to 2016, having grown 228.6% during those 10 years, following an economic crisis, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
TV and the Internet continue to be the two leading adspend recipients, garnering 41% and 28.6% of the total adspend in 2016, respectively. Internet adspend overtook newspaper adspend in 2016.
Part of the economic recovery was the effect on adspend. In 2015, adspend grew 32% in U.S. dollar terms, causing a dramatic spike in adspend. Ad volumes increased by 14%, mostly because of high spending on local and national elections, according to Zenith. Meanwhile, media prices rose by 40%. Since then, media spend has stablilised, and is growing modestly for the foreseeable future.
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