01 Executive Summary
LATAM Category (4 Mkts)$113.8MTotal ad spend 2025
TVS Total Spend$706KAcross 4 markets
TVS Weighted SOV0.62%Category-weighted average
Records Analyzed41,317Jan–Dec 2025
Critical: Mexico = 94% of LATAM category spend ($107.5M). TVS has 0.09% SOV ($94K). This is the #1 competitive gap.
Channel Risk: TVS is 100% digital in AR & MX, 94% OOH in PE. Only CO has multi-channel presence.
Bright Spot: Peru — TVS is #1 SOV at 39.2%, driven by aggressive OOH investment via Clear Channel.
02 Cross-Country Comparison
Category Ad Spend (USD)
TVS Ad Spend (USD)
| Country | Category (USD) | TVS (USD) | TVS SOV | TVS Rank |
|---|---|---|---|---|
| 🇨🇴 Colombia | $3.8M | $89K | 2.4% | #8 |
| 🇲🇽 Mexico | $107.5M | $94K | 0.1% | #7 |
| 🇦🇷 Argentina | $1.4M | $109K | 7.6% | #6 |
| 🇵🇪 Peru | $1.1M | $413K | 39.2% | #1 |
| LATAM Total | $113.8M | $706K | 0.62% |
03 Country Deep Dives
Category Total (COP (thousands))15.8M$3.8M USD
TVS Investment375K$89K USD
TVS Share of Voice2.4%Rank #8 of 71 brands
Data Points9,571Jan–Dec 2025
Top Brands by Investment
| # | Brand | Investment | Share | |
|---|---|---|---|---|
| 1 | AKT | 6.0M | 38.0% | |
| 2 | PULSAR | 1.7M | 10.6% | |
| 3 | SUZUKI | 1.7M | 10.5% | |
| 4 | VICTORY | 1.3M | 8.3% | |
| 5 | HERO | 1.2M | 7.4% | |
| 6 | EMPIRE KEEWAY | 959K | 6.1% | |
| 7 | HONDA | 776K | 4.9% | |
| 8 | TVS | 375K | 2.4% | |
| 9 | BERA | 243K | 1.5% | |
| 10 | FRATELLI | 236K | 1.5% |
Media Channel Mix
| Channel | Investment | Share | |
|---|---|---|---|
| TV NAL | 4.8M | 30.1% | |
| RADIO | 3.8M | 23.9% | |
| DIGITAL | 3.1M | 19.8% | |
| EXTERIOR | 1.6M | 10.2% | |
| TV PAGA | 1.6M | 9.9% | |
| PRENSA | 737K | 4.7% | |
| TV REG | 112K | 0.7% | |
| REVISTAS | 65K | 0.4% | |
| REV PRENSA | 25K | 0.2% |
Monthly Spend Distribution (% of Annual)
04 TVS Competitive Position
TVS Media Mix by Country
| Country | TVS Channel Allocation | Diversification |
|---|---|---|
| 🇨🇴 Colombia | Radio: 59.2%, Digital: 38.9%, OOH: 1.4%, TV: 0.4% | 🟢 Diversified |
| 🇲🇽 Mexico | Digital: 100% | 🔴 Single channel risk |
| 🇦🇷 Argentina | Internet: 100% | 🔴 Single channel risk |
| 🇵🇪 Peru | OOH: 94.4%, Digital: 5.5%, TV/Cable: 0.03% | 🟢 Diversified |
Competitive Gaps
| Country | Leader | Leader SOV | TVS Gap |
|---|---|---|---|
| 🇨🇴 Colombia | AKT | 38.0% | -35.6pp |
| 🇲🇽 Mexico | Italika | ~80% | -79.9pp |
| 🇦🇷 Argentina | Triumph | 19.4% | -11.8pp |
| 🇵🇪 Peru | TVS | 39.2% | Leader |
Strategic Implications
AR opportunity: TVS #6 at 7.6% SOV but 100% digital. Adding OOH or TV could unlock incremental reach and improve MMM attribution.
CO challenge: AKT owns 38% SOV — a moat. TVS at 2.4% needs surgical targeting, not mass spend. Focus digital + events.
MX reality: Italika+Hero = 95%+ offline spend. TVS's $94K is rounding error. Digital guerrilla is the only viable path.
05 MMM Budget Recalibration
What This Data Changes
| Dimension | Previous Assumption | 2025 Reality | MMM Impact |
|---|---|---|---|
| MX Category Size | Moderate competition | $107.5M — Italika alone > all LATAM combined | Shift MMM DV from MS% to lead cost efficiency |
| AR Channel Mix | Multi-channel assumed | 100% digital | Digital-only MMM with platform granularity needed |
| PE SOV Leadership | Underdog position | TVS #1 at 39.2%, OOH-dominant | Validate OOH→lead conversion. Cross-check vs dealer traffic |
| CO Diversity | Digital-heavy | Radio 59% + Digital 39% | Radio adstock params critical. Model frequency saturation |
| Seasonality | Uniform | AR Dec=2.2× avg. MX Nov-Dec=80% of total | Country-specific seasonal multipliers required |
| Competitor SOV | Not modeled | Extreme gaps in MX/CO | Add competitor SOV as independent variable |
Recommended Next Steps
| # | Action | Priority | Data Needed |
|---|---|---|---|
| 1 | Normalize spend to USD with monthly FX rates | 🔴 High | Central Bank monthly rates |
| 2 | Merge with TVS internal media plan (BigQuery) | 🔴 High | TVS actual spend by channel/month |
| 3 | Build competitor SOV time series per country | 🟡 Medium | Already in this dataset |
| 4 | Map channels to common taxonomy | 🟡 Medium | Manual mapping (~2 hours) |
| 5 | Cross-reference with retail sell-out data | 🔴 High | RUNT, AMDA, ACARA, SUNARP |
| 6 | Validate CO data units with vendor | 🔴 High | Vendor confirmation |
06 Data & Methodology
| Country | Source | Coverage | Currency | Records | Notes |
|---|---|---|---|---|---|
| 🇦🇷 Argentina | Ad Spend Monitor (Kantar) | Jan–Dec 2025 | ARS | 4,789 | Filtered: "MOTOS Y RODADOS" subsector |
| 🇨🇴 Colombia | Ibope / Media Monitor | Jan–Dec 2025 | COP (likely '000s) | 9,571 | ⚠️ Verify unit multiplier |
| 🇲🇽 Mexico | Auditsa + Admetricks | Jan–Dec 2025 | MXN | 14,860 | Offline=TV only, Digital=all |
| 🇵🇪 Peru | Monitor + Outview + Admetricks | Jan–Dec 2025 | PEN | 12,097 | 3 sources merged |
Caveat: Values are rate-card / estimated ad values from monitoring services — not actual spend. True spend may differ 20-60% due to negotiated discounts, especially TV and radio.