LATIN AMERICA
MEDIA MONITORING SERVICES
Our media monitoring services include hard-to-find local print and broadcast coverage throughout Latin America using trusted partners and an advanced technology platform. Receive daily reports on coverage of your issues and brands locally and nationally.
Download our guide to selecting news monitoring services in Latin America
Finding the right media monitoring service in Latin America is a huge challenge. Large international news monitoring services compete with local, regionally based firms making it a competitive environment for buyers to navigate. There are lots of factors to consider, not the least of which is that the media landscape in Latin America is extensive. Download our guide to selecting the best providers.
Social media
Monitor social media in the region including Facebook, Twitter and influential blogs and rating websites.
We bring you coverage of hard-to-locate regional and local print newspapers and magazines in addition to the leading print outlets.
Broadcast
Stay on top of local, regional and national broadcast outlets including radio and televsion.
Digital
Digital news sites, including blogs and increasing influential news startups with coverage popular with millennials.
MEDIA MONITORING SERVICES
Latin America trends and challenges
Thousands of media outlets in Latin America, and the phenomenal growth of social media present difficult challenges for brands purchasing news monitoring services in Mexico and the region. Extensive local, national and regional media coverage coupled with the explosion of internet access and social media put companies to the test when looking for brand reputation monitoring services.
News monitoring services in Latin America face other, more specific challenges. Local print and broadcast media are an important source of information outside of major cities where internet access is lower. These outlets wield significant influence and can be hard to monitor.
There are no less than 45 registered newspapers in Mexico City alone. As a result, they pose a significant challenge for brands when deciding on a media monitoring service.
Regional and local differences in media consumption
In Mexico, “Local and regional newspapers still tend to set the news and political agenda,” according to Media Landscapes’ analysis of the state of media.
But there are important differences between countries regarding the influence of media. For example, televsion has tremendous importance in Colombia and El Salvador. So finding the right TV monitoring agency there is key.
In Colombia, “radio is the prevalent market segment mainly at a rural level and newspapers enjoy the greatest credibility in terms of information content” according to the Media Landscapes analysis.
In El Salvador, television is “the most important medium,” Media Landscapes says.
Traditional media still a big player
While social media use has exploded in the region, traditional media, including print, remains a powerful force for shaping opinion. According to Reuter’s Digital Report 2019, the legacy broadcasters TV Azteca and Televisa in Mexico continue to hold huge audiences. And, the newspaper El Universal in Mexico City, is now the leader in online news in the country. It was founded in 1916.
Moreover, some legacy newspaper and magazine publishers in Mexico have formed alliances with large media companies outside the country, and that includes with the Financial Times and The New York Times, according to the Reuters report.
Distrust of traditional media growing
The Reuters 2019 report, however, found that confidence in the traditional media has declined by two-percent worldwide. As a result, Mexico and Brazil have some of the highest levels of distrust in the accuracy of the media worldwide, at 85-percent in Brazil and 68-percent in Mexico.
The growing distrust of traditional media in Latin America underscores the growing importance for media monitoring organizations to track what users of social media are posting and reading. Therefore, news monitoring services are expanding. They are intensifying their ability to provide customers with in-depth coverage and analysis of the primary social media channels Facebook and Twitter.
Increased internet access
The data shows that between 2013 and 2017 the number of mobile broadband subscriptions tripled from 24 to 74 million in Latin America.
In the case of Mexico, the number of social media users grew 27-percent in only one year. The number grew by 33-percent for mobile social media users between 2016 and 2017. In the US and Canada, the increase was only 11% and 10% respectively during the same period. Even the region’s poorest countries like Haiti have seen increases in social media users of 15- to 45-percent.
According to Forbes, 80% of Latin American digital consumers report visiting or updating a social media website daily on a computer and that compares with 65% of digital consumers in other parts of the world.
The majority of the mobile phone users browse on the internet, although the usage of social media and private messaging apps ranks higher than sending or receiving emails. As a result, this is evidence of a trend that people, companies, and media outlets in Latin America should pay attention and that is because the improvement of internet access is causing a major shift in the consumer’s behavior.
Expanding social media
Social media presents its own specific challenge to media monitoring services in Latin America as well.
The use of social media has grown exponentially. It use has grown specifically for consumption of local, national, regional and worldwide news and ass a result, Mexicans get their news on social media than any other medium, according to a recent study by the Reuters Institute.
The study shows the huge importance of social media, including messaging services and the smartphone for news consumption in Mexico and Latin America. The implications for companies looking for media monitoring are significant. They point to the undeniable importance of monitoring social media specifically in Latin America.
Reuters’ Digital News Report for 2018 found that 48-percent of its sample of online users in Brazil reported getting their news from the messaging application WhatsApp. The same survey found 16-percent of the sample reported using Instagram for news, followed by 13-percent in Argentina and 12-percent in Chile.
Media monitoring technology limits
Choosing the right method for monitoring social media is getting more, not less difficult given the enormous advancement of technology available. Social media monitoring is a mature market, with many valuable offerings and players.
But the monitoring technology still has its limitations. Automated analysis “often can be unreliable,” and “manual evaluation remains an important” part of any monitoring tool kit, according to the Chartered Institute of Public Relations Guide to Social Media Monitoring.
Human judgement still has a critical role to play in the analysis of the tone and influence of social media postings. The human factor is also important for avoiding reaching “wrong conclusions,” according to the guide.
What to look for when monitoring social media
Brands face a steep learning curve when selecting a social media monitoring services partner. Some key questions worth asking at the outset were offered up by Jeff Peters in an article in PR Daily.
They include:
Can brands get access to past social media postings?
Does the monitoring service allow full access to Twitter posts or just a limited selection?
Does the monitoring service cover internet ratings sources such as Google, Yelp, TripAdvisor or Amazon?
What information is provided about the reach of a specific post, or its influence?
Does the monitoring include coverage of blogs, message boards and review sites?
Social media monitoring with Latin Media Monitor
Latin Media Monitor, located in Mexico, and working with our partners in Latin America, offers a robust infrastructure and technology for monitoring social media.
Our social media monitoring includes identification of key influencers, delivery of alerts and summaries via email and an online dashboard.
Our social media monitoring services tell you the geographic location of postings as well as the device used. Analysis of social media postings also includes analysis of tone, as well as special monitoring during times of crisis or key events.
Full-service media monitoring agency
Latin Media Monitor’s full-service news monitoring services include:
- Hard-to-find local print and radio coverage
- Coverage of magazines and blogs
- Ability to monitor local radio and television stations and newspapers
- Analysis of tone
- Unlimited keywords
- Metadata telling the scope and reach of print, radio, TV and digital coverage
- Number of views of individual online articles
- Audience value
Multiple delivery technologies
Many companies are technologically capable of receiving the best media monitoring services results in XML or RSS formats. Latin Media Monitor can accommodate those needs, delivering data on a near hourly basis via FTP or email. We also offer delivery of the data via your company’s RSS feed.
Added-value of regional partnerships
Latin Media Monitor partners with the largest media monitoring consultancy in Latin America—among other key providers in the region. Our main partner has more than 18 years of uninterrupted service in the market.
With our partners, Latin Media Monitor offers the highest efficiency in media, blogs and social networks monitoring based on outstanding customer service and the capacity to innovate in the development of new services.
We offer the most comprehensive media monitoring services in Latin America at the most competitive rates including:
- News Monitoring Services & Information Intelligence
- Social Media Analysis & Listening
- Radio & TV Monitoring
- Metrics / Analytic / Performance Reports
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