A report by Initiative has as its aim to know how the figures of consumed vehicles in the various mass media have evolved, taking into account the 2006-2010 period for analysis. The Internet, with 67%, and radio, with 38%, have the highest growth rate in the media.

The mass media in general are changing constantly, trying to meet the needs of varied audiences and offering a broad range of options to satisfy them. In that sense, out of a little more than 12 consumed vehicles in 2006 we have come to use nearly 16 (total media) —meaning a 27% growth.

 
Considering each medium separately, we will notice that on free-to-air TV the number of yearly broadcasts tends to decrease —falling also the number of broadcast programs, 24% comparing 2010 vs. 2006. However, the average broadcasting per program is undergoing a rise (it grew 21% in the researched period.) This is related to an increase in the average length of TV shows. It could be said that now the TV trend is to devote more broadcasts and time on the air to those programs having the highest audience ratings.

As for Pay TV, with the emergence of new signals the average consumption had a general 9% rise. Though it is to be noted that while in the superior levels the figures are steady, the increase is more marked in the lower levels (with a 17% growth in the D1 segment  and a 14% growth at the D2 segment.) This is also related to a penetration rate increase in cable TV in the lower socioeconomic levels.  

As for the graphic media, two opposite trends are observed. In the case of newspapers, the rate of purchased publications is keeping its figures throughout the years —in spite of the emergence of new titles as it has happened in the last times. 

Yet magazines are showing a 30% increase. This behavior can be related to the kind of public buying either graphic option. In the case of newspapers, there is such a loyalty that “migration” to another title seems difficult —since they reflect political ideology, for example. In magazines, “superposition” in reading can be thought as a more possible thing —compared to newspapers.

The Internet, on the other hand, and in accordance to its steady growth in our country from its emergence, has been the medium with the highest growth (67%.) From an average of 5 sites, today some 8 sites are visited. A 60-70% growth can be observed in every socioeconomic level.

Lastly, radio has also shown an increase —38%. Although one radio station is averagely listened to, this behaviour is undergoing a change, growing steadily and having more incorporated stations in the audience listening habits.