Peru. During the Congress of Broadcasters that was held in Lima from October 15 to 17, it was highlighted that two of the main problems faced by radio stations located in cities other than the Peruvian capital are the little advertising and how low it is paid for.
Daniel Chapell, director of Peru's PI-AR media agency, pointed out that this situation arises mainly because regional media do not have an audience measurement that allows them to present accurate statistics to their potential advertisers, resulting in large chains, which even have a smaller audience, being the ones that keep the majority of the guideline.
He stressed that in Lima you pay 72 times more for an advertising pattern on radio than in the province, which has cities of the same population of Amsterdam and stressed that there are other problems besides not having reliable measurement, nor are studies of consumer profiles made, there are no media centers, nor supervision of guidelines, little collaboration with the academy and there is no media union.
As a proposal to solve this problem, Daniel Chapell proposes to create an association in each of the regions of Peru, which allows broadcasters to have a commercial representation to boost the market, do research, achieve credibility and sell pattern en bloc. All this in order to generate healthy competition and higher income.
Of these steps, he indicated that the main one is the elaboration of audience studies and measurement of the same. He added that all these changes will occur faster than regional broadcasters think, due to all the challenges posed by technology and those who do not act will soon be left out.
