Chile - Trade Promotion and AdvertisingChile - Trade Promotion
Overview
Chile has a highly developed media market, but with a high concentration of ownership in just a few companies. According to the 2015 World Press Freedom Index, two commercial holdings, El Mercurio SAP and Grupo Copesa, own approximately 95% of the print media, and Spanish company Prisa about 60 percent of radio stations.
Broadcast media includes free-to-air broadcast television networks, cable and satellite TV, radios, newspapers and magazines. Private agencies handle most advertising and most belong to the Chilean Association of Advertisement Agencies (ACHAP).
ACHAP estimates total investment in advertisement in Chile was about US$800 million in 2017, equal to 0.45% of the GDP. In terms of market share, free-to-air television has the largest spending (35.4 percent), followed by newspapers (20.2 percent), online media (13.7 percent), radio (8.5 percent), billboards (7.4 percent), magazines (1.9 percent), and films (0.4 percent). Investment in billboards and radio has remained constant over the past years. Cable TV receives 6.4 percent of the total investment.
Without taking into account “online” investment, there was a 4.6% decrease in advertisement spending in 2017. This is explained by a decrease in investment in free-to-air television (-2,6%), newspapers (-9,9%), magazines (-15,2%) and cable television (-7,0%). For more information, please visit www.achap.cl
Print Media
Chile has approximately fifty newspapers ranging from nationally distributed dailies to small-town tabloids; Santiago has nine major dailies, with distribution that ranges from as many as 500,000 copies of a Sunday edition of El Mercurio to 3,000 copies of a regional paper. El Mercurio and La Tercera are the leading newspapers. Publimetro, the leading free morning daily, has a circulation of almost 400,000, the highest in the country. Chile’s consistently best investigative reporting is undertaken by the non-profit organization CIPER – the Centro de Investigación Periodistica. CIPER only publishes online and is partially subsidized by Grupo Copesa.
Broadcast Media
Chile has six free-to-air broadcast television networks, all of which are self-supporting through advertising. They are top rated TV station Mega, owned by local Bethia Group and by U.S. company Discovery Communications and Chilevision, owned by U.S. company Turner Broadcasting which also owns CNN Chile. TVN (Television Nacional de Chile) is the largest TV broadcaster.
This station is a state-owned but not publicly funded. Other networks are Canal 13 (Corporación de la Pontificia Universidad Católica de Chile), owned by the Luksic Group; UCV TV (Corporación de Televisión de la Pontificia Universidad Católica de Valparaíso), owned by GCO Television, an affiliate of Disney Media Distribution, and La Red (Canal 4), a private station owned by Mexican holding Albavision.
Paid television (cable and satellite) reach 58.4 percent of households, according to the Chile’s Under Secretary for Telecommunications regulatory agency SUBTEL. The four major cable and satellite providers are VTR, DirectTV, Movistar, and Claro. Combined, these operate in approximately 95 percent of the territory. All rebroadcast to local stations and carry a host of international channels. Free-to-air broadcast TV stations such as TVN and Channel 13 each have a cable (paid) TV news channel.
Radio
Radio is the most extensive and most trusted news medium in the country, especially in rural areas. There are approximately 2,030 radio stations nationwide. Ownership is concentrated in primarily three holdings - Grupo Bethia, Grupo Dial, and Iberoamericana Radio Chile (Spanish-owned Prisa), which holds the largest market share.
Readership for major publications
Sources
Chile has a highly developed media market, but with a high concentration of ownership in just a few companies. According to the 2015 World Press Freedom Index, two commercial holdings, El Mercurio SAP and Grupo Copesa, own approximately 95% of the print media, and Spanish company Prisa about 60 percent of radio stations.
Broadcast media includes free-to-air broadcast television networks, cable and satellite TV, radios, newspapers and magazines. Private agencies handle most advertising and most belong to the Chilean Association of Advertisement Agencies (ACHAP).
ACHAP estimates total investment in advertisement in Chile was about US$800 million in 2017, equal to 0.45% of the GDP. In terms of market share, free-to-air television has the largest spending (35.4 percent), followed by newspapers (20.2 percent), online media (13.7 percent), radio (8.5 percent), billboards (7.4 percent), magazines (1.9 percent), and films (0.4 percent). Investment in billboards and radio has remained constant over the past years. Cable TV receives 6.4 percent of the total investment.
Without taking into account “online” investment, there was a 4.6% decrease in advertisement spending in 2017. This is explained by a decrease in investment in free-to-air television (-2,6%), newspapers (-9,9%), magazines (-15,2%) and cable television (-7,0%). For more information, please visit www.achap.cl
Print Media
Chile has approximately fifty newspapers ranging from nationally distributed dailies to small-town tabloids; Santiago has nine major dailies, with distribution that ranges from as many as 500,000 copies of a Sunday edition of El Mercurio to 3,000 copies of a regional paper. El Mercurio and La Tercera are the leading newspapers. Publimetro, the leading free morning daily, has a circulation of almost 400,000, the highest in the country. Chile’s consistently best investigative reporting is undertaken by the non-profit organization CIPER – the Centro de Investigación Periodistica. CIPER only publishes online and is partially subsidized by Grupo Copesa.
Broadcast Media
Chile has six free-to-air broadcast television networks, all of which are self-supporting through advertising. They are top rated TV station Mega, owned by local Bethia Group and by U.S. company Discovery Communications and Chilevision, owned by U.S. company Turner Broadcasting which also owns CNN Chile. TVN (Television Nacional de Chile) is the largest TV broadcaster.
This station is a state-owned but not publicly funded. Other networks are Canal 13 (Corporación de la Pontificia Universidad Católica de Chile), owned by the Luksic Group; UCV TV (Corporación de Televisión de la Pontificia Universidad Católica de Valparaíso), owned by GCO Television, an affiliate of Disney Media Distribution, and La Red (Canal 4), a private station owned by Mexican holding Albavision.
Paid television (cable and satellite) reach 58.4 percent of households, according to the Chile’s Under Secretary for Telecommunications regulatory agency SUBTEL. The four major cable and satellite providers are VTR, DirectTV, Movistar, and Claro. Combined, these operate in approximately 95 percent of the territory. All rebroadcast to local stations and carry a host of international channels. Free-to-air broadcast TV stations such as TVN and Channel 13 each have a cable (paid) TV news channel.
Radio
Radio is the most extensive and most trusted news medium in the country, especially in rural areas. There are approximately 2,030 radio stations nationwide. Ownership is concentrated in primarily three holdings - Grupo Bethia, Grupo Dial, and Iberoamericana Radio Chile (Spanish-owned Prisa), which holds the largest market share.
Readership for major publications
| Average Readership (July – December 2017) | Monday-Friday | Saturday | Sunday |
| El Mercurio | 289,667 | 396,051 | 422,271 |
| La Cuarta | 267,678 | 260,223 | 267.219 |
| La Tercera | 237,740 | 362,028 | 331,438 |
| Las Ultimas Noticias | 278,367 | 273,342 | 245,296 |
| La Segunda | 33.116 | -- | -- |
| Publimetro | 386,920 | -- | -- |
| La Hora | 306,946 | -- | -- |
| Hoyxhoy | 254,041 | -- | -- |
| Capital Magazine | 40,187 | -- | -- |
| The Clinic | 77,138 | -- | -- |
| Diario Financiero | 34,771 | -- | -- |
| El Sur | 57,543 | 14,600 | 97,000 |
| El Mercurio de Valparaíso | 41,913 | 32,000 | 82,493 |
| El Mercurio de Antofagasta | 17,378 | -- | -- |
- IPSOS Circulation and Readership Verification System for January -December 2016
- Chilean Association of Advertisement Agencies, ACHAP
- Undersecretary of Telecommunications (SUBTEL)