Venezuela. Traditionally, every November there is a pre-sale of the advertising spaces for radio and television in Venezuela, but this year they will be affected by economic uncertainty.
According to the analysis presented on the subject by the Venezuelan consultancy Mediax, 2013 will be a year of evident adjustments in terms of prices and costs of foreign exchange, which is summarized in scenarios of devaluation and inflation.
In this sense, Eduardo Caballero, president of the consultancy, explained that "Faced with this there are two types of actions: the first by advertisers: Try to ensure pre-sale rates before adjustments. It will be seen with emphasis on transnational advertisers who have excess liquidity that they have not been able to repatriate, and that consequently will attend as in previous years with prepaid schemes maximizing the result of their pre-purchase. "
The second aspect to which Eduardo Caballero refers, has to do with the media, since they can only ensure rates as long as the economic conditions that arise are reasonably stable, and the premises with which they estimated their tariff schemes are in accordance.
And it is that as in previous years with inflation expectations, it would be of high risk on the part of the media to offer pre-sale rates without conditions for them.
The President of Mediax concluded that the media that wish to protect themselves in terms of tariffs should include in their contracts protection measures, such as the establishment of ceilings for the guarantees of pre-sales rates or quarterly increases based on the indicators of price indices of the Central Bank. Both schemes have been used in Venezuela in previous periods of economic uncertainty.
