The Bolivian advertising industry has become increasingly professional and competitive over the years. The tremendous increase in private television ownership in recent years has prompted the industry to devote special attention to TV commercial spots. La Paz remains the principal advertising center. Nineteen advertising agencies operate in La Paz, of which Contacto Ltda., Prisa Ltda., Avila Publicidad and Multicomunicacion are the leaders. All 19 are members of the Chamber of Advertising Agencies.
Television is the principal form of advertising, followed by newspapers and radio.
There are also nine private cable TV systems in the cities of La Paz, Cochabamba and Santa Cruz. The Superintendent controls the hours of broadcasting but sets no price controls on commercial time. Radio is very popular here, mainly because radios are cheap and can bring entertainment and news to even the most humble sectors of the society, whose homes often lack electricity. It is also effective in reaching the country's illiterate, about half of Bolivia's total population of 8 million. There has recently been a significant increase in FM stations broadcasting throughout the country.