As the markets grow, so does the advertising spending within them. As in the US, the method of advertisement chosen largely depends on the product or service offered the intended market, and the advertising budget available. Unlike the US, strategies there tend to be less focused on regional markets and there is disinclination on the part of many Argentine consumers to try new products, particularly within the lower income populations. About 40 percent of all copies are sold in the provinces and 60 percent in Buenos Aires. The leading general interest magazine is Viva, followed by Nueva, Magazine Semanal, and Nuestra.
Television advertising varies greatly depending on the hour, the show and the channel.
The average family watches four hours of television a day. Because the larger cities carry US and European television programming through cable televisions, many foreign products are seen and recognized. As a result, advertising and promotion activities are increasingly adapting US presentation methods. There are no truly national radio networks because of the limited power and effective range. This advertising is generally aimed at the Buenos Aires market.