INDUSTRIES & MARKETS

Advertising in Peru
 Table of Contents

01 Latin American overview 04 Digital formats

Fastest growing digital ad markets worldwide 2023 04 Distribution of digital advertising spending in Peru 2023, by format 23
Advertising spending in Latin America 2014-2023 05 Social media advertising spending in Peru 2021-2023 24
Annual change in advertising spending in Latin America 2021-2026 06 Search engine marketing spending in Peru 2021-2023 25
Advertising spending in selected countries in Latin America & the Caribbean 2017-2028 07 Digital display and banner advertising spending in Peru 2021-2023 26
Change in ad spending in selected countries in Latin America 2024 08 Digital video advertising spending in Peru 2021-2023 27
Share of digital ad spend in selected countries in Latin America 2023, by format 09 Digital out-of-home (DOOH) advertising spending in Peru 2021-2023 28
Digital audio advertising spending in Peru 2021-2023 29
02 Peruvian overview Mailing and SMS advertising spending in Peru 2021-2023 30

Advertising spending as a share of the gross domestic product (GDP) in Peru 2012-2023 11
Advertising spending in Peru 2012-2023 12 05 Advertising and marketing perception
Advertising spending in Peru 2012-2023, by medium 13 Non-digital advertising touchpoints in Peru 2023 32
Distribution of advertising spending in Peru 2023, by medium 14 Digital advertising touchpoints in Peru 2023 33
Attitudes towards online advertising in Peru 2023 34
03 Digital advertising Top actions consumers expected from brands in the face of rising prices in Peru 2024 35

Digital advertising spending in Peru 2014-2023 16 Share of consumers valuing ethical and environmentally friendly brands in Peru 2024 36

Change in digital advertising spending in Peru 2015-2023 17

Digital advertising spending in Peru 2023, by format 18 06 Brand rankings
Programmatic advertising spending in Peru 2021-2023 19 Most reputable companies in Peru 2023 38
Mobile internet advertising spending in Peru 2021-2022, by type 20 Entertainment brands with highest awareness among women aged 15-25 in Peru 2023 39
Distribution of digital advertising spending in Peru 2022, by advertiser category 21 Favorite entertainment brands among women aged 15-25 in Peru 2023 40

1
 Table of Contents

Entertainment brands with highest awareness among men aged 15-25 in Peru 2023 41
Favorite entertainment brands among men aged 15-25 in Peru 2023 42

07 Outlook
Advertising spending in Peru 2022-2024 44
Change in advertising spending in selected media in Peru 2023-2024 45
TV advertising as a share of total ad revenues in Peru 2023-2027 46
Digital advertising as a share of total ad revenues in Peru 2023-2027 47

2
CHAPTER 01

Latin American overview

 Fastest growing digital advertising markets worldwide in 2023
Fastest growing digital ad markets worldwide 2023

Year-on-year growth rate

0% 5% 10% 15% 20%

Peru 20%

Argentina 19.2%

Chile 17%

India 16.5%

Colombia 16%

Mexico 14.5%

Russia 13.3%

Indonesia 12.1%

United States 12%

Turkey 12%

4 Description: In 2023, Peru was expected to be the fastest-growing digital advertising market in the world, with an annual growth rate of about 20 percent. Argentina and Chile rounded out the top three with annual increases of approximately 19 and 17 percent,
respectively. Read more
Note(s): Worldwide; October 2022; forecast; including all the various advertising formats on desktop and laptop computers, mobile phones, tablets, and other internet-connected devices
Source(s): eMarketer; Insider Intelligence
 Advertising spending in Latin America from 2014 to 2023 (in billion U.S.
dollars)
Advertising spending in Latin America 2014-2023

25 23.79
22.41

19.78
20 18.63
17.89
Spending in billion U.S. dollars

15.54
15 13.87
12.73 13.11
11.91

10

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023*

5 Description: In 2023, advertising spending in Latin America amounted to an estimated 23.8 billion U.S. dollars, up from 22.4 billion dollars a year earlier – an annual growth of little more than six percent. Latin America's share in global ad revenues stood at 3.3 percent
in 2023. Read more
Note(s): 2014 to 2023; at current prices; * Forecast. Numbers have been rounded. Read more
Source(s): Dentsu
 Annual change in advertising spending in Latin America from 2021 to 2026
Annual change in advertising spending in Latin America 2021-2026

27.3%

25%

20%
Change in ad spend

15% 13.3%
12.1%
10.1%
10%
7.9%
6.1%

5%

0%
2021 2022 2023* 2024* 2025* 2026*

6 Description: The source forecast that, in 2024, Latin America's advertising spending will grow by nearly eight percent. The same study projected double-digit increase rates for the following two years, with the Latin American ad spend exceeding an estimated 30 billion
dollars by 2026. Read more
Note(s): LAC; 2021 and 2022; * Forecast (with Argentina's figures adjusted for inflation). Data preceding 2022 comes from earlier releases. Read more
Source(s): Dentsu
 Advertising spending in selected countries in Latin America and the
Caribbean from 2017 to 2028 (in million U.S. dollars)
Advertising spending in selected countries in Latin America & the Caribbean 2017-2028

Brazil Mexico Argentina Colombia Chile Peru

Dominican Republic Puerto Rico* Ecuador Costa Rica Guatemala Panama
Uruguay Bolivia Paraguay Honduras El Salvador Cuba
Nicaragua Jamaica Haiti Suriname Belize Guyana
25,000
Ad spend in million U.S. dollars

20,000

15,000

10,000

5,000

0
2017 2018 2019 2020 2021 2022 2023** 2024** 2025** 2026** 2027** 2028**

7 Description: In 2024, advertising spending in the presented 24 Latin American markets will collectively amount to an estimated 41.87 billion U.S. dollars, of which 17.77 billion dollars (over 40 percent) will come from Brazil alone. Mexico followed with 9.66 billion dollars,
while Argentina rounded up the top three with almost 3.2 billion dollars. Read more
Note(s): LAC; 2017 to 2022; *Puerto Rico was included in the ranking despite being an unincorporated territory of the United States. ** Forecast. Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war. [...] Read more
Source(s): Statista; Statista Advertising & Media Insights
 Change in advertising spending in selected countries in Latin America in
2024
Change in ad spending in selected countries in Latin America 2024

70% 67.9%

60%

50%
Annual growth rate

40%

30%

20%
12.2% 11%
9.2%
10% 7.4% 7.3% 6.5%
4.4% 3.1% 2.4%
0%
Argentina* Uruguay Mexico Brazil Costa Rica Colombia Peru Panama Chile Ecuador

8 Description: According to the source's projections, advertising spending in Argentina will increase by nearly 68 percent in 2024, making it the fastest-growing ad market in Latin America, albeit mostly due to inflation. Uruguay and Mexico followed with estimated
growth rates of around 12 and 11 percent, respectively. Read more
Note(s): LAC; 2023; forecasts; * The source adds that the increase in that market was mainly influenced by inflation. Click here for more information on Argentina's consumer price index (CPI) . Read more
Source(s): Magna
 Distribution of digital advertising spending in selected countries in Latin
America in 2023, by format
Share of digital ad spend in selected countries in Latin America 2023, by format

Display Search Classified

100% 0.9% 1.4% 2.2%
7.1% 4.6% 4.1%
9%
90% 18.9%
22.7%
27%
80% 28.4% 34.7%
39.6%
70% 43%
Annual growth rate

60%

50%

40% 80.2%
75.9%
70.8%
64.5% 61.2%
30%
55.8%
48%
20%

10%

0%
Colombia Peru Mexico Chile Brazil Argentina Latin America

9 Description: In 2023, the display format concentrated over 80 percent of the digital advertising spending in Colombia and accounted for less than half of the internet ad expenditure in Argentina. On average, display ads made up around 61 percent of Latin America's
online ad spend that year, while the search and classified formats accounted for about 35 and four percent of the total, respectively. Read more
Note(s): LAC; 2022; including ads on desktop and laptop computers, mobile phones, tablets, and other devices connected to the internet
Source(s): eMarketer; TotalMedios
CHAPTER 02

Peruvian overview
 Advertising spending as a percentage of the gross domestic product (GDP)
in Peru from 2012 to 2023
Advertising spending as a share of the gross domestic product (GDP) in Peru 2012-2023

0.38%
0.37% 0.37%
0.35%
0.4% 0.34%
0.31%
0.3% 0.28%
0.26%
0.25%
0.3% 0.23%
0.22% 0.22%
Share

0.2%

0.2%

0.1%

0.1%

0.0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

11 Description: In 2023, advertising spending in Peru accounted for approximately 0.22 percent of the South American country's gross domestic product (GDP). A decade earlier, in 2013, the share stood at 0.35 percent. According to another source, Peru's GDP amounted
to an estimated 264.64 billion U.S. dollars in 2023. Read more
Note(s): Peru; 2012 to 2023
Source(s): CPI; INEI (Peru)
 Advertising expenditure in Peru from 2012 to 2023 (in million U.S. dollars)
Advertising spending in Peru 2012-2023

800
746
711 725
705
700 668
651
620
583 574
600
Ad spend in million U.S. dollars

546 561

500
442

400

300

200

100

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

12 Description: In 2023, advertising spending in Peru grew by 2.3 percent to 574 million U.S. dollars. Despite the annual increase, the figure still stood below the 583-million-dollar expenditure recorded in 2019 before the pandemic. The Peruvian ad spend's share in the
country's gross domestic product (GDP) stood at 0.22 percent in 2023. Read more
Note(s): Peru; 2012 to 2023
Source(s): CPI
 Advertising expenditure in Peru from 2012 to 2023, by medium (in million
U.S. dollars)
Advertising spending in Peru 2012-2023, by medium

Free TV Internet Radio Outdoor** Digital news websites*** Newspapers* Cable TV Magazines
800

700
Spending in million U.S. dollars

600

500

400

300

200

100

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

13 Description: In 2023, spending on free TV advertising in Peru decreased by 1.8 percent to 211 million U.S. dollars. Despite the decline, that alone accounted for almost 37 percent of the Peruvian total ad expenditure that year. The internet – excluding digital news
online platforms – attracted 198 million dollars and was the only medium to report ad revenue higher than in 2019 before the pandemic. Read more
Note(s): Peru; 2012 to 2023; * Does not include classified, inserts; from 2020 to 2022, does not include digital newspapers. ** Includes DOOH. *** Until 2019, included in "Internet."Data preceding 2019 was retrieved from earlier releases. Read more
Source(s): CPI
 Distribution of advertising spending in Peru in 2023, by medium
Distribution of advertising spending in Peru 2023, by medium

40%
36.8%
34.5%
35%

30%

25%
Share

20%

15%

9.6%
10% 8.4%

4.4% 3.7%
5% 2.6%
0.2%
0%
Free TV Internet Radio Out-of-home* Digital newspapers Print Pay TV Magazines
newspapers**

14 Description: In 2023, free TV alone accounted for almost 37 percent of the advertising spending in Peru. The internet and radio followed, with 34.5 and 9.6 percent shares, respectively. Peru's total ad expenditure grew by little more than two percent to 574 million U.S.
dollars that year. Read more
Note(s): Peru; 2023; * Including digital out-of-home (DOOH). ** Excluding classifieds and inserts. Percentage points exceeding 100 are probably due to rounding. Read more
Source(s): CPI
CHAPTER 03

Digital advertising
 Digital advertising spending in Peru from 2014 to 2023 (in million U.S.
dollars)
Digital advertising spending in Peru 2014-2023

300
271.6
262
249
250
Spending in million U.S. dollars

200

150 140
132

105 109
100
74 79
66

50

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

16 Description: In 2023, digital advertising spending in Peru reached approximately 271.6 million U.S. dollars, up 3.7 percent from about 262 million dollars a year earlier. According to another source, Peru ranked among Latin America's most desktop-reliant online ad
markets as of late 2023. Read more
Note(s): Peru; 2014 to 2023
Source(s): IAB Peru; PwC Perú
 Change in digital advertising spending in Peru from 2015 to 2023
Change in digital advertising spending in Peru 2015-2023

80% 77%

70%

60%
Annual change

50%

40%
33%
30%
21%
20%
12%
10% 7% 6% 5% 3.7%
3%
0%
2015 2016 2017 2018 2019 2020 2021 2022 2023

17 Description: In 2023, digital advertising spending in Peru increased by approximately 3.7 percent. As a result, Peru's online ad expenditure reached almost 272 million U.S. dollars. That was the lowest annual growth rate since 2018 when the value rose by three
percent. Read more
Note(s): Peru; 2015 to 2023
Source(s): IAB Peru; PwC Perú
 Digital advertising spending in Peru in 2023, by format (in million U.S.
dollars)
Digital advertising spending in Peru 2023, by format

140
128

120
Revenue in million U.S. dollars

100

80

60

43 42
39
40

20
11
6
1 1
0
Social ads* Search (SEM) Display & banners Digital video DOOH Digital audio Mailing & SMS Other

18 Description: In 2022, social media attracted the highest spending among digital advertising formats in Peru: 128 million U.S. dollars. The figure included video ads on social media platforms. Search engine marketing (SEM) and display/banners followed, attracting 43
and 42 million dollars, respectively. Overall, Peru's online ad spending surpassed 271 million U.S. dollars that year. Read more
Note(s): Peru; 2023; * Including video ads on social media. Numbers have been rounded. Read more
Source(s): IAB Peru; PwC Perú
 Programmatic advertising spending in Peru from 2021 to 2023 (in million
U.S. dollars)
Programmatic advertising spending in Peru 2021-2023

60
53.75

50
43
Spending in million U.S. dollars

40 37.07

30

20

10

0
2021* 2022 2023*

19 Description: In 2023, programmatic advertising spending in Peru skyrocketed by 25 percent and reached nearly 54 million U.S. dollars. For comparison, Peru's total online ad expenditure reached 271.6 million dollars in 2023. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Mobile internet advertising spending in Peru in 2021 and 2022, by type (in
million U.S. dollars)
Mobile internet advertising spending in Peru 2021-2022, by type

Non-app App
250

200
Spending in million U.S. dollars

34.06
39.84
150

100
159.82
136.95
50

0
2021 2022

20 Description: In 2022, mobile advertising spending in Peru amounted to about 193.9 million U.S. dollars, up from 176.8 million dollars a year earlier – an increase of almost 10 percent. Of the 2022 figure, 34 million dollars came from mobile app advertising. According to
another source, the internet accounted for about one-third of Peru's ad expenditure in 2022. Read more
Note(s): Peru; 2021 and 2022
Source(s): IAB Peru; PwC Perú; Statista
 Distribution of digital advertising spending in Peru in 2022, by advertiser
category
Distribution of digital advertising spending in Peru 2022, by advertiser category

30%
27%

25%

20% 19% 19%

15%
Share

15%

11%
10%
8%

5%

1%
0%
Telecommunications Finance & banks FMCGs Education Retail Automotive Travel & tourism

21 Description: In 2022, the telecommunications sector alone accounted for over one-quarter (27 percent) of the digital advertising spending in Peru. The financial and fast-moving consumer goods (FMCGs) segments followed, each with 19 percent of the total online ad
expenditure. Peru's digital ad spend increased by five percent in 2022. Read more
Note(s): Peru; 2022
Source(s): IAB Peru; PwC Perú
CHAPTER 04

Digital formats
 Distribution of digital advertising spending in Peru in 2023, by format
Distribution of digital advertising spending in Peru 2023, by format

50% 47%

40%
Share of digital ad spend

30%

20%
16% 16%
14%

10%
4%
2%
0% 0%
0%
Social ads* Search (SEM) Display & banners Digital video DOOH Digital audio Mailing & SMS Other

23 Description: In 2023, social media alone accounted for approximately 47 percent of the digital advertising spending in Peru. The figure included video ads on social media platforms. Search engine marketing (SEM) and display/banners followed, each accounting for
around 16 percent of the total. Overall, Peru's online ad spending surpassed 271 million U.S. dollars that year. Read more
Note(s): Peru; 2023; * Including video ads on social media. Missing percentage points to 100 are probably due to rounding. Read more
Source(s): IAB Peru; PwC Perú
 Social media advertising spending in Peru from 2021 to 2023 (in million
U.S. dollars)
Social media advertising spending in Peru 2021-2023

140
128
120
120 114.29
Spending in million U.S. dollars

100

80

60

40

20

0
2021* 2022 2023

24 Description: In 2023, social media advertising spending in Peru amounted to 128 million U.S. dollars, up from about 120 million dollars a year earlier – an annual increase of over six percent. For comparison, Peru's total online ad spending reached 271.6 million dollars
in 2023. Read more
Note(s): Peru; 2021 to 2023; including video ads on social media; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Search advertising spending in Peru from 2021 to 2023 (in million U.S.
dollars)
Search engine marketing spending in Peru 2021-2023

50

44
45 43

40
Spending in million U.S. dollars

35
31.43
30

25

20

15

10

0
2021* 2022 2023

25 Description: In 2023, search engine marketing (SEM) spending in Peru amounted to 43 million U.S. dollars, down from 44 million dollars a year earlier. For comparison, Peru's total online ad spending reached 271.6 million dollars in 2023. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Digital display and banner advertising spending in Peru from 2021 to 2023
(in million U.S. dollars)
Digital display and banner advertising spending in Peru 2021-2023

60 56.94

50
Spending in million U.S. dollars

41 42
40

30

20

10

0
2021* 2022 2023

26 Description: In 2023, digital display and banner advertising spending in Peru amounted to 43 million U.S. dollars, up from about 41 million dollars a year earlier. For comparison, Peru's total online ad expenditure reached 271.6 million dollars in 2023. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Digital video advertising spending in Peru from 2021 to 2023 (in million
U.S. dollars)
Digital video advertising spending in Peru 2021-2023

45

40 39

35 34
33.01
Spending in million U.S. dollars

30

25

20

15

10

0
2021* 2022 2023

27 Description: In 2023, digital video advertising spending in Peru amounted to 39 million U.S. dollars, up from approximately 34 million dollars a year earlier – an annual increase of over 14 percent. For comparison, Peru's total online ad expenditure reached 271.6
million dollars in 2023. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Digital out-of-home (DOOH) advertising spending in Peru from 2021 to
2023 (in million U.S. dollars)
Digital out-of-home (DOOH) advertising spending in Peru 2021-2023

12
11

10
Spending in million U.S. dollars

8
8

5.8
6

0
2021* 2022 2023

28 Description: Between 2021 and 2023, digital out-of-home (DOOH) advertising spending in Peru nearly doubled, reaching approximately 11 million U.S. dollars in the latter year. Overall, Peru's online ad spending surpassed 271 million U.S. dollars that year. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Digital audio advertising spending in Peru from 2021 to 2023 (in million
U.S. dollars)
Digital audio advertising spending in Peru 2021-2023

4.5
4
4.0

3.5
Spending in million U.S. dollars

3.0

2.5

2.0
1.63
1.5
1
1.0

0.5

0.0
2021* 2022 2023

29 Description: In 2023, digital audio advertising spending in Peru plummeted by 75 percent to approximately one million U.S. dollars. For comparison, Peru's online ad spending surpassed 271 million U.S. dollars that year. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
 Mailing and SMS advertising spending in Peru from 2021 to 2023 (in 1,000
U.S. dollars)
Mailing and SMS advertising spending in Peru 2021-2023

1,200

1,000 1,000
1,000
Spending in thousand U.S. dollars

800

600

400

200

45.46

0
2021* 2022 2023

30 Description: In 2023, mailing and SMS advertising spending in Peru reached one million U.S. dollars, the same value recorded a year earlier. For comparison, Peru's online ad spending surpassed 271 million U.S. dollars that year. Read more
Note(s): Peru; 2021 to 2023; * Statista calculated and rounded the figure based on the source's data. Data preceding 2023 comes from earlier releases. Read more
Source(s): IAB Peru; PwC Perú; Statista
CHAPTER 05

Advertising and marketing

perception
 Non-digital advertising touchpoints in Peru as of June 2023
Non-digital advertising touchpoints in Peru 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

On TV 60%
On billboards, screens, and other advertising spaces on the go (including in public
39%
transportation)
Directly in the store 37%

In printed daily newspapers 30%

At the movies/cinema 28%

On the radio 28%

In printed magazines and journals 24%

By mailshot / advertising mail 16%

I haven't come across any non-digital advertisements 3%

Other 5%

Don't know 3%

32 Description: "On TV" and "On billboards, screens, and other advertising spaces on the go (including in public transportation)" are the top two answers among Peruvian consumers in our survey on the subject of "Non-digital advertising touchpoints". Read more
Note(s): Peru; April to June 2023; 2094 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Digital advertising touchpoints in Peru as of June 2023
Digital advertising touchpoints in Peru 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Video portals (e.g., YouTube) 55%

Social media websites and apps 48%

Online stores 40%

Websites and apps of brands and products 36%

Video games (smartphone / tablet / console / PC / Smart TV) 29%

Video-streaming services (e.g., Netflix, Amazon Prime) 28%

Search engines 27%

Editorial websites and apps (e.g., news sites and magazines) 26%

Other apps (smartphone / tablet / console / PC / Smart TV) 26%

Music portals and streaming services (e.g., Spotify) 25%

Blogs/forums 13%

Podcasts 13%

Newsletters 9%

I haven't come across any digital advertisements 1%

Other 3%

33 Description: "Video portals (e.g., YouTube)" and "Social media websites and apps" are the top two answers among Peruvian consumers in our survey on the subject of "Digital advertising touchpoints". Read more
Note(s): Peru; April to June 2023; 2094 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Attitudes towards online advertising in Peru as of June 2023
Attitudes towards online advertising in Peru 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I am often annoyed by advertising on the internet 45%

I don't mind advertising if I get free content in return 38%

It annoys me when I receive online ads based on my search history 28%

I am excited about using the metaverse (immersive virtual world) 20%

I have bought products because celebrities or influencers advertised them 19%

I use ad blockers when browsing the internet 19%

I don't mind when companies use my personal data for advertising 12%

I often have difficulty distinguishing advertising from content 11%

None of the above 8%

34 Description: When asked about "Attitudes towards online advertising", most Peruvian respondents pick "I am often annoyed by advertising on the internet" as an answer. 45 percent did so in our online survey in 2023. Read more
Note(s): Peru; April to June 2023; 1046 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Leading actions consumers expected from brands in the face of rising
prices in Peru as of March 2024
Top actions consumers expected from brands in the face of rising prices in Peru 2024

40% 39% 39%

35%

30%
Share of respondents

25%

20% 19%
17%

15%

10%

5%

0%
That they release new products That they offer attractive deals for That they change current products so That they keep the same prices for as
(cheaper or more long-lasting) multiple products that they become cheaper or more long as possible
long-lasting

35 Description: During a survey among consumers in Peru released in March 2024, approximately 39 percent of them reported expecting that, in the face of rising prices, brands released new products that were either cheaper or more long-lasting. The same share of
respondents said they wanted brands to offer attractive deals for multiple products. According to another source, Banco de Crédito del Perú (BCP), Interbank, and Alicorp topped a 2023 ranking of the most reputable companies in Peru. Read more
Note(s): Peru; as of March 21, 2024; 1,200 respondents
Source(s): Ipsos (Perú)
 Percentage of consumers valuing brands that were ethical and
environmentally friendly in Peru as of March 2024
Share of consumers valuing ethical and environmentally friendly brands in Peru 2024

No* 14%

Yes 86%

36 Description: During a survey among consumers in Peru released in March 2024, around 86 percent said they valued ethical and environmentally friendly brands. According to another source, Banco de Crédito del Perú (BCP), Interbank, and Alicorp topped a 2023
ranking of the most reputable companies in Peru. Read more
Note(s): Peru; as of March 21, 2024; 1,200 respondents; * Statista calculated the figure based on the source's data. The source does not specify the survey type and date. Read more
Source(s): Ipsos (Perú); Statista
CHAPTER 06

Brand rankings
 Most reputable companies in Peru as of September 2023 (index score)
Most reputable companies in Peru 2023

Index score
0 2,000 4,000 6,000 8,000 10,000 12,000

Banco de Crédito del Perú 10,000

Interbank 9,927

Alicorp 9,217

BACKUS AB InBev 8,967

BBVA 8,880

Ferreyros 8,625

Nestlé 7,999

Google 7,943

Universidad Peruana de Ciencias Aplicadas (UPC) 7,929

Cementos Pacasmayo 7,821

38 Description: Banco de Crédito del Perú (BCP) topped a 2023 ranking of the most reputable companies in Peru, earning the maximum of 10 thousand points. Another financial services provider, Interbank, and the consumer goods manufacturer Alicorp followed with
around 9.93 thousand and 9.22 thousand points, respectively. Read more
Note(s): Peru; April to September 2023; 29,849 respondents; among experts, headhunters, NGOs, human resources managers, university and business school graduates, company workers, and the general population
Source(s): Merco ; Nethodology
 Entertainment brands with highest awareness level among women aged
15 to 25 in Peru as of April 2023
Entertainment brands with highest awareness among women aged 15-25 in Peru 2023

100% 99% 98% 98% 98% 97%

90%

80%

70%
Share of Respondents

60%

50%

40%

30%

20%

10%

0%
Mickey Mouse Barbie Frozen Tom & Jerry Disney Princess

39 Description: During an April 2023 online survey among women aged 15 to 25 in Peru, nearly all respondents knew of Mickey Mouse, giving it a 99 percent share of recognition. Barbie, Frozen, and Tom & Jerry followed, each mentioned by 98 percent of respondents.
Read more
Note(s): Peru; April 2023; 1,318 respondents; 15-25 years
Source(s): BrandTrends Group
 Favorite entertainment brands among women aged 15 to 25 in Peru as of
April 2023
Favorite entertainment brands among women aged 15-25 in Peru 2023

20% 19%

15% 14%
Share of Respondents

12%

10%
10%

7%

5%

0%
Marvel Disney Netflix Barbie Frozen

40 Description: During an April 2023 online survey among women in Peru aged 15 to 25, around 19 percent listed Marvel among their three favorite entertainment brands. Second came Disney, with 14 percent, followed by Netflix and Barbie, with 12 and 10 percent,
respectively. Read more
Note(s): Peru; April 2023; 1,318 respondents; 15-25 years; top 3 favorites
Source(s): BrandTrends Group
 Entertainment brands with highest awareness level among men aged 15
to 25 in Peru as of April 2023
Entertainment brands with highest awareness among men aged 15-25 in Peru 2023

100% 100% 99% 98% 98% 98%

80%
Share of Respondents

60%

40%

20%

0%
Bugs Bunny Spider-Man Avengers Dragon Ball The Penguins of Madagascar

41 Description: During an April 2023 online survey among men aged 15 to 25 in Peru, all respondents knew of Bugs Bunny. Spider-Man followed with 99 percent, while Avengers, Dragon Ball, and The Penguins of Madagascar each tied with 98 percent recognition. Read
more
Note(s): Peru; April 2023; 1,318 respondents; 15-25 years
Source(s): BrandTrends Group
 Favorite entertainment brands among men aged 15 to 25 in Peru as of
April 2023
Favorite entertainment brands among men aged 15-25 in Peru 2023

35%
31%
30%

25%
Share of Respondents

20% 18%

15%

10% 10%
10% 8%

5%

0%
Marvel DC Comics Fifa Spider-Man Dragon Ball

42 Description: During an April 2023 online survey among men in Peru aged 15 to 25, approximately 31 percent listed Marvel among their three favorite entertainment brands. Second came DC Comics, with 18 percent, followed by Fifa and Spider-Man, tied with 10
percent each. Read more
Note(s): Peru; April 2023; 1,318 respondents; 15-25 years; top 3 favorites
Source(s): BrandTrends Group
CHAPTER 07

Outlook
 Advertising spending in Peru from 2022 to 2024 (in million U.S. dollars)
Advertising spending in Peru 2022-2024

800
716
700
700 672

600
Spending in million U.S. dollars

500

400

300

200

100

0
2022 2023* 2024**

44 Description: After decreasing by four percent to an estimated 672 million U.S. dollars in 2023, advertising spending in Peru was expected to bounce back and reach 716 million dollars in 2024 – an annual increase of around 6.5 percent. Still, the Andean country did not
make it to the fastest-growing tier of Latin American ad markets in 2024. Read more
Note(s): Peru; 2022 and 2023; * Estimate. ** Forecast. Read more
Source(s): Magna
 Change in advertising spending in selected media in Peru in 2023 and
2024
Change in advertising spending in selected media in Peru 2023-2024

2023* 2024**
8%

7% 6.8%
6.3%
6%
5.4%
Change in spending

5%

4%

3%
2%
2%

1%

0%
Digital Traditional

45 Description: The source forecast that, in 2024, digital advertising spending in Peru will increase by approximately 6.8 percent. Traditional media's average projected growth rate stood at 6.3 percent. According to the same source, Peru's total ad spend will surpass 700
million U.S. dollars in 2024. Read more
Note(s): Peru; 2022 and 2023; * Estimate. ** Forecast. Read more
Source(s): Magna
 TV advertising as a percentage of total ad revenues in Peru from 2023 to
2027
TV advertising as a share of total ad revenues in Peru 2023-2027

38%
36%
35% 34%
33%
31%
30%

25%
Share

20%

15%

10%

5%

0%
2023 2024 2025 2026 2027

46 Description: The source forecast that, in 2024, TV advertising spending in Peru will account for approximately 36 percent of the South American country's total ad expenditure. The share was projected to decline to 31 percent by 2027. Meanwhile, digital ad's share in
the Peruvian total ad expenditure was projected to surpass 50 percent by 2027. Read more
Note(s): Peru; 2022; forecast
Source(s): Adlatina; Magna; Statista
 Digital advertising as a percentage of total ad revenues in Peru from 2023
to 2027
Digital advertising as a share of total ad revenues in Peru 2023-2027

60%

52%
50%
50% 47%
45%
43%

40%
Share

30%

20%

10%

0%
2023 2024 2025 2026 2027

47 Description: The source forecast that, in 2023, digital advertising spending in Peru will account for approximately 45 percent of the South American country's total ad expenditure. The share was projected to reach 52 percent by 2027. According to another source, the
internet accounted for 34.5 percent of Peru's ad expenditure in 2023. Read more
Note(s): Peru; 2022; forecast
Source(s): Adlatina; Magna; Statista
 Sources

Adlatina
BrandTrends Group
CPI
Dentsu
eMarketer
IAB Peru
INEI (Peru)
Insider Intelligence
Ipsos (Perú)
Magna
Merco
Nethodology
PwC Perú
PwC Perú (@PwC_Peru)
Statista
Statista Advertising & Media Insights
Statista Consumer Insights
TotalMedios

48