The difference between the two media is not massive, but for the first time the online platforms are creating more impact than TV on the behaviour of Latin Americans.

Regarding purchasing intention, the Internet entices 50% of viewers to buy the advertised product while the level for TV viewers is 41%. "People on the Internet have the opportunity to make an immediate decision over the product and now we have proved this to be more efficient than other media," explained Juan Carlos Samper, Batanga Media's co-president for Latin America.

However, brand awareness is still higher on TV. Over 80% of the report's participants said they remembered a brand after seeing adverts on TV, while only 70% remembered when the product ad was watched online. Press and radio advertising is way down in the figures despite receiving a big portion of ad investment in the region, while online only gets 3% of the whole budget.

"This shows a reality which most advertisers don't want to see: lower investments in the Internet generate greater results in awareness and purchasing intention, as well as a level of market segmentation which no other media can offer," said Samper.

The report, which was carried out in 20 Latin American countries, indicates that online adverts improve brand perception as well. 46% of participants said that a brand's image improved after watching adverts on the Internet, especially those containing video and audio.