Slowing GDP and rising inflation have negatively impacted adspend in Columbia

The inflation rate was about 5.6% in 2016, and is forecast to be 4.3% this year.

After economic and political turmoil earlier in the decade, Columbia saw two consecutive years of strong growth: 33% adspend growth from 2013 to 2014, and 9% from 2014 to 2015. Since then, the adspend has evened out, and are expected to increase about 4% to 5% per year until 2019.

Television accounted for 43.4% of adspend, while newspapers accounted for 27.9% in 2016, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.  Unlike Latin America and much of the rest of the world, the Internet is not poised to exceed adspend for television and newspapers in the foreseeable future.

For more advertising spend and other digital media performance trends, go to


About Steve Stone

Director of Online Operations at World Newsmedia Network
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