Ad Spend Stays Strong in Brazil in 2012

According to Projeto Inter-Meios, ad spend in Brazil went up by nearly 6% in 2012 to reach around R$ 38 billion (US$19 billion). When you factor in the amount spent on generating creative, overall investment in Brazil goes to R$ 45 billion (US$22.6 billion). According to ad industry publication Meio e Mensagem, this places Brazil among the world’s top 5 advertising markets.

While this was not as much growth as in 2011 (8.5%), it still is significant and speaks to the health of Brazil’s economy and ad industry. Forecasts for 2013 suggest that ad spend could grow by nearly 10% in Brazil this year.

Below we break down the ad spend in Brazil for 2012, showing each’s medium’s share. One thing to note is that Projeto Inter-Meios only counts display advertising for Internet, not search. As such, the share of ad spend from Internet in Brazil is probably significantly higher than presented below. In fact, IAB Brasil estimated that online ad spend in Brazil would reach 13.7% of total ad spend in 2012. When IAB Brasil releases its next update later this month, we’ll know for sure if this indeed is the case.

Brazil’s Ad Spend by Medium, 2012

To find out how we can help you reach affluent people or any other type of market segment in Latin America via any type of media, please contact us.

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