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statistics Reveal Growtli
of Radio-TV in Latin America
IN the relative short period of one year, the radio and television industry in Latin America has taken huge steps. There seems to be a revival of radio at hand and television is fast getting to be a big brother.
For the first time in several years, Latin America showed a substantial increase of radio homes — 20% more radio homes over 1955, or about 2,250,000 new homes which never had a radio set previously. In general terms the increases were greater in countries like Argentina (1,850,000), Brazil (3,838,000), Colombia (470,000), Cuba (1,100,000), Dominican Republic (98,000), Guatemala (68,500), Mexico (1,125,000), Nicaragua (69,000), Puerto Rico (440,000), Salvador (225,000) and Venezuela (500,000) where television has been doing well. All in all, there are some 11,500,000 radio homes today. The number of new radio stations has increased but only by 8% — the reverse of previous years when the number of radio stations increased rapidly.
The television picture is very sketchy at this writing but is summarized below:
Country Stations TV Homes
Argentina 1 70,000
Brazil 6 316,000
Colombia 3 50,000
Cuba 9 260,000
Dominican Republic .... 1 8,000
El Salvador 1 8,500
Guatemala 2 8,000
Mexico 10 230,000
Nicaragua 1 3,000
Puerto Rico 3 156,000
Uruguay 1 1,000
Venezuela 6 85,000
Of these 44 stations, 4 started in 1950, 4 in 1951, 7 in 1952, 6 in 1953, 6 in 1954, 5 in 1955 and 12 started in 1956. So you can see that 1956, compared with any previous year, showed an increase of more than 100%. At this stage there are 1,200,000 television homes concentrated in a few markets.
In the matter of radio and television programs, the following percentage figures will show, on the basis of one month's programming, the differences among 3 countries picked at random:
By , M. MARTINEZ
Executive Vice-President
Caribbean Networks, Inc.
Radio Programming — Percentage
El Sal PanCuba vador ama
Adventure — — 7.7
Comedy 7.3 2.8 2.6
Disc Jockies — 1.2 2.6
Drama — Soap Opera. 36.7 30.2 35.2
Popular Music 13.5 52.8 29.8
News 15.2 3.8 12.0
Variety 17.6 1.2 6.7
Quiz — 3.6 .4
All others 9.7 4.4 3.0
100.0
100.0
100.0
'ng — Percentage
El Sal
Puerto
Cuba
vador
Rico
—
4.8
1.4
6.9
—
1.4
3.2
22.2
7.4
6.4
—
5.3
12.8
7.2
3.9
4.3
—
—
12.1
AAA
31.3
16.5
7.1
3.5
5.3
—
3.5
12.2
3.2
1.8
—
1.6
9.2
16.5
7.9
26.0
3.8
1.6
5.39
Television Programming
Adventure
Comedy
Children
Cooking
Drama
Educational
Long Feature Films
News
Quiz
Sports
Western Films ...
Variety 16.5
All others
100.0 100.0 100.0
It is estimated that the radio and television budgets for 1957 are in the neighborhood of $49,000,000— an increase of 25% over 1956. Of this total, 59% is allocated to radio and 41% to television. Because of television's tremendous impact, and the fact that the advertiser can reach between 6 and 8 people per home, the budgets for 1957 show the larger increase.
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