A wide range of recent studies reveal what’s happening with different forms of media in Brazil. We rounded up the most significant statistics for easy reference for professionals in media, marketing and advertising.
Ad Spend
• According to Projeto Inter-Meios, ad spend in Brazil grew 13% in the first quarter of 2012, with more than 4 billion reales (US$1,9 billion) invested*
• Free TV had 65% share of overall ad spend, while newspapers were in second place with 11%, followed by magazines (5.5%) and Internet 5.29%*
Note: IAB Brasil recently reported that Internet had a 11.9% share of ad spend but IAB Brasil counts both search and display advertising in its total, while Projeto Inter-Meios only counts Internet display ads**
Sources: *Projeto Inter-Meios, **IAB Brasil
Internet
• 91% of Brazilians that access the Internet are registered in some type of email marketing service*
• 68% of Brazilian Internet users made a purchase as a result of a message received through e-mail marketing*
• 53% of Brazilians are more likely to buy from a company after they opt to receive messages via email from that company*
• 91% of Brazilian executives prefer to read blogs rather than online versions of newspapers or magazines**
Sources: *ExactTarget, **Pesquisa CDN de Credibilidade da Mídia
Magazines
• Overall, Brazil’s magazines had small growth in circulation in 2011—0.3% compared to 2010
• Monthly magazines in Brazil showed slightly higher growth, with a 1.4% in circulation, while weekly magazines decreased in circulation by 1.5%
Source: Instituto Verificador de Circulação (IVC)
Mobile
• In May 2012 Brazil had 255 million active mobile phone lines and 129 mobile lines per 100 inhabitants*
• More than 56 million of Brazil’s mobile lines are 3G subscriptions*
• In May 2012 there were 75 million active broadband connections in Brasil, an increase of 74% compared to May 2011**
• Mobile broadband represents 56 million of the broadband connections in Brazil and of these, 45 million are 3G**
• Brazilians bought 370,000 tablet computers in the first quarter of 2012 and research firm IDC projects that 2.5 million tablets will be sold in Brazil in 2011***
Sources: *Anatel, **Associação Brasileira de Telecomunicações, ***IDC
Social Media
• There are now 51.1 million Brazilians using Facebook, an increase of 45% in the past 6 months*
• Over 16 million Brazilians have joined Facebook since January 2012*
• Brazil has gained more Facebook users in the past 6 months than any other country in the world, including India (which gained 8 million) and Mexico (which gained 4.6 million)*
• 77% of Brazilians who have a Facebook account interact with a brand online**
• 42% of Brazilian consumers between 25 and 44 make a purchase after receiving a marketing message through a social network**
• 41% of Brazilians on Facebook use it for business purposes**
• 26% of Brazilians who are on Twitter interact with a brand on a social network**
• 58% of Brazilians who use Twitter read posts from their favorite companies**
Sources: *Socialbaker, **ExactTarget
TV
• At the end of May 2012, Brazil had 14.3 million households with pay TV subscriptions—a total of audience of 47.1 million since the average household in Brazil has 3 people*
• Overall, pay TV subscriptions in Brazil grew by 31.4% between May 2011 and May 2012*
• In Brazil, free TV posted a 40% share every month from January to April, then 41% share in May and 42% share in June**
To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.
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