WAPA: Ad spend increase in Q4 2020

In Puerto Rico, advertising investment due to the pandemic fell between 30% and 35%. The cut occurred between February and July; but in August began a slight recovery and in the last months of the year it grew more, especially thanks to the health insurance companies that took their advertising investment from outdoors events to open television.

“The increase in the last quarter helped save the year,” said Jimmy Arteaga, President of Programming, Production and Promotions for WAPA TV.

Arteaga is betting that advertising investment in open TV will continue to rebound and he referred to problems experienced by digital media. In the face of the agencies, this media is incapable of quantifying their real reach, “and this is redirecting advertising investment.” He explained that at the beginning there was a boom, but as the digital concept could not show concrete figures of its reach, it became not well positioned for the agencies.