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Please find the digital advertising revenue (2015-2017) in Latin America -- specifically Mexico, Argentina, Colombia, and Chile -- for the publications El Pais (Spain-based paper), Wall Street Journal, The Financial Times, The Economist, CNN en Español, BBC, and The New York Times.
Hi there, and thank you for your request for the digital ad revenue for 2015, 2016 and 2017 from Mexico, Argentina, Colombia and Chile for several publications, including El País and CNN en Español.
In 2016, El País received US$10.02 million from Mexico, US$5.95 million from Colombia and US$6.48 million from Argentina in digital ad revenue.
In the same year, CNN en Español received US$19.60 million from Mexico, US$14.79 million from Colombia and US$8.41 million from Argentina in digital ad revenue.
Please see below for some notes on my methodology and findings, as well as numbers for 2017 and 2015.
METHODOLOGY & NOTES
In order to answer your query, I first looked up digital ad revenue for the publications, which was either provided in their financial statements or I could calculate by using the total ad revenue listed in their financial statements and the percentage of ad revenue that comes from digital, which I found in articles in media like DirComfidential and El Español.
I then went to SimilarWeb and found out the percentage of total traffic for each publication that comes from the requested countries.
Please note that, in order to limit this request to the scope of a single Wonder project, I have focused this response to two publications - El País and CNN en Español. If you would like us to continue researching the remaining publications, I encourage you to submit additional research requests with us and we will be happy to follow up.
Please note that total ad revenue numbers for both El País and CNN en Español refer to their parent companies - PRISA for El País, and Turner Broadcasting System for CNN en Español. Keep in mind that the digital ad revenue provided below for both publications and each country is an estimation, and should be taken as such.
Please note that for both publications numbers for Chile were not available because the Chilean audience is smaller in size compared to the other countries, and SimilarWeb does not make it publicly available.
Please note that the sources on revenue for El País are in Spanish.
EL PAÍS
According to Dir Comfidental, digital advertising now represents 40% of total advertising revenue for El País.
SimilarWeb points out that Mexico represents 5.93% of total traffic for El País, whereas Argentina and Colombia represent 3.84% and 3.52%, respectively.
Therefore, digital ad revenue for each country and year is as follows:
- 2017: during the first quarter of 2017 (most recent numbers available) El País registered €7.5 million (US$8.56 million) in revenue from digital ads, as reported by El Español. Breakdown by country:
Mexico: €444,750 (US$508,095)
Colombia: €264,000 (US$301,601)
Argentina: €288,000 (US$329,019)
- 2016: €370.2 million (US$422.9 million) in total, of which €148.08 million (US$169.1 million) is digital ad revenue. Breakdown by country:
Mexico: €8.78 million (US$10.02 million)
Colombia: €5.21 million (US$5.95 million)
Argentina: €5.68 million (US$6.48 million)
- 2015: €389.7 million (US$445.1 million) in total, of which €155.88 million (US$178.06 million) is digital ad revenue.
Mexico: €9.24 million (US$10.55 million)
Colombia: €5.48 million (US$6.25 million)
Argentina: €5.98 million (US$6.83 million)
CNN EN ESPAÑOL
According to its financial statements, advertising for Turner Broadcasting System reached US$4.76 billion in 2016 and US$4.63 billion in 2015 - meaning that advertising revenue grew 2.8% between both years.
According to Hollywood Reporter, digital profit for CNN in 2016 was close to US$150 million - assuming that it was all brought in by digital ads, and that it grew at the same pace as overall advertising, that means that in 2015 it was US$145.9 million.
There are still no numbers for digital ad revenue for CNN en Español in 2017.
As listed on SimilarWeb, Mexico represents 13.07% of total traffic for CNN en Español, whereas Colombia and Argentina represent 9.86% and 5.61%, respectively.
Therefore, digital ad revenue for each country and year is as follows:
- 2016: US$150 million digital ad revenue. Breakdown by country:
Mexico: US$19.60 million
Colombia: US$14.79 million
Argentina: US$8.41 million
- 2015: US$145.9 million digital ad revenue. Breakdown by country:
Mexico: US$19.06 million
Colombia: US$14.38 million
Argentina: US$8.18 million
CONCLUSION
To wrap up, between 2015 and 2017 El País received over US$40 million in digital ad revenue from Mexico, Colombia and Argentina. CNN en Español received, between 2015 and 2016, over US$80 million in digital ad revenue from those three countries.
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