Key Features

The appeal of traditional media is weakening in Argentina.

• Argentina was already suffering a third year of recession before the coronavirus arrived. The pandemic further aggravated the problems faced by consumers and businesses across the country, yet none of these factors seem to have caused major changes in media behaviors.
• Print media continues to lose audiences to digital alternatives. Between Q1 2019 and Q1 2020, the percentage of internet users in Argentina ages 16 to 64 who had read a print magazine in the prior month fell 8.7 percentage points, to 39.8%, according to GlobalWebIndex and Publicis Media. Readership of print newspapers declined 5.4 percentage points, to 46.8%.
• Radio has maintained greater reach—68.6% of survey respondents had recently listened to broadcast radio programs. That was 3.6 percentage points lower than in Q1 2019, but it’s worth noting that radio may have regained some listeners in late spring this year, as consumers sought up-to-the-minute information on the pandemic.