Tag Archives: advertising to Brazil

brazil travelers online

Millions of Brazilians Use the Internet to Plan Travel

More than ever before, Brazilians are using the Internet to plan and book their travel. Recent research from comScore’s Media Metrix Service shows that 16.5 million Brazilians visited travel sites in July 2012. This is an 18% increase compared to 2011. Here’s a look at the top 10 travel sites that Brazilian Internet users are visiting, organized by amount of unique visitors during July 2012:

  1. Hotelurbano.com.br                       3.1 million
  2. Decolar.com                                     2.3 million
  3. TAM.com.br                                     2.2 million
  4. Voegol.com.br                                 1.9 million
  5. Submarinoviagens.com.nr            1.6 million
  6. Mundi.com.br                                  1.1 million
  7. Viajanet.com.br                              1.1 million
  8. Booking.com                                   1 million
  9. CVC.com.br                                     823,000
  10. Tripadvisor.com.br                        780,000

Who These Brazilian Travelers Are
Visitors to Brazilian travel sites are 50.6% male and 49.4% female. However, 1 in 3 visitors to Brazilian travel sites are between 25 and 34, making this the largest age group. Overall, the visitors tend to be younger: 73% are between 15 and 44.

In terms of geotargeting a campaign, Sao Paulo would be a good choice: 32% of visitors to Brazilian travel sites are from that city. Around 13% of the visitors are from Rio, 7.3% are from Minas de Gerais and Paraná, 6% are from Rio Grande do Sul and 4.5% are from Catarina.

Where They Are Going
While comScore didn’t report on popular destinations for Brazilian travelers, other sources have. The United States Commerce department projects that 1.5 million Brazilians will visit the United States during 2012 and that amount will increase to 2.5 million by 2016. In 2011, Brazil sent more tourists to Argentina than any other country. In terms of specific cities that Brazilian travelers visit, a study from Hotel Price Index showed that Orlando is #1, New York is #2 and Buenos Aires is #4. Also in the top 10 were Miami, Las Vegas and Paris.

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.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

Game of Thrones, sucesso mundial da HBO

Pay TV Keeps Surging in Brazil

In February 2012, 266,000 Brazilians signed up for pay TV service, bringing up the country’s total amount of subscribers to 13.3 million households—a 334% increase compared to 1999, when there were only 3 million households in Brazil with pay TV. These figures were recently reported by Anatel (Agência Nacional de Telecomunicações), Brazil’s National Telecommunications Agency. Given the estimate of 3.3 people per household in Brazil, this suggests that right now, pay TV has an audience of nearly 44 million in Brazil.

Besides a bigger audience, pay TV is bringing in more money. According to Projeto Inter-Meios, pay TV ad spend in Brazil went up 17.8% in 2011. In fact, pay TV grew more in ad spend in 2011 than any other medium except for Internet.

Class C, the country’s growing middle class, could be one of the key factors behind this growth. In August 2011, the Brazilian Pay TV Association (Associação Brasileira de Televisão por Assinatura) reported that Class C now makes up 30% of the subscriber base. By 2025, research firm Data Popular projects that pay TV penetration among Class C Brazilians will be the same as with classes A and B, the top two socioeconomic classes.

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 at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

brazil ad media main

Brazil’s Hottest Advertising Media

For years, the story from Brazil has been about explosive growth, and 2011 was no different, especially when it came to media. We took a look at a couple of top sources to get a sense of that growth.
Here’s where the media money went, who provided it, how much different media are growing and which media brands in Brazil are the most popular.


Major Money in Media

IBOPE reports that in 2011, total ad spend in Brazil went up 16% to top 88.3 billion reales (US$51 billion). This was less than Brazil’s 19% growth in ad spend in 2010 but still significant.


Online Heats Up Hugely

Both IBOPE and IAB Brasil report that 5.3 billion reales (US$3 billion) was the total ad spend for online in 2011. That’s a huge 69% increase compared to 2010, during which advertisers spent 3.1 billion reales for online advertising. According to IAB Brasil, in 2011 online made up 10% of Brazil’s overall ad spend. Internet ads are also split down the middle in terms of type: 50% of Brazil’s 2011 online ad spend went to search and the other 50% was for display. All of this money moving has clearly attracted big Internet brands to Brazil. LinkedIn opened an office there in September 2011, joining Netflix, Google, Facebook and Yahoo, which are competing with native Brazilian online brands like UOL, iG and Globo.com.


TV Still Looks Good

Not surprisingly, free TV remains the top medium in Brazil in terms of ad spend. IBOPE’s numbers say it commands 53% of the total spend, while pay TV got around 7.2 percent. Big numbers, but slightly less than in previous years. For example, GroupM reported that TV received 64.6% of total ad spend in Brazil in 2010. The lower numbers for 2011 are due to online’s rise and print’s strength in Brazil.


Print Still Has Plenty of Power

IBOPE reported that newspapers brought in 17 billion reales (US$9.8 billion) in 2011 and were #2 in ad spend in Brazil. As a category, Brazilian magazines were slightly behind pay TV in ad spend, with 7.2 billion reales (US$4 billion).
In addition, the Instituto Verificador de Circulação or IVC—which tracks print circulation and revenue in the country—reports that Brazilian newspapers gained 3.5% in circulation in 2011.
Brazilian magazine also broke records in 2011. The IVC reported that the average circulation for magazines in Brazil reached 13,735,919 copies between June 2010 and June 2011, a record amount and a 5% increase compared to the previous period studied, June 2009 to June 2010. The top-selling newspaper in Brasil in 2011 was Super Notícia, a tabloid-style paper which sold 300,000 copies a day. In second place was Folha, with 297,000 copies sold daily.


Best-Liked Brands
Recently, Troiano Consultoria de Marca collaborated with Meio&Mensagem to survey Brazilians about the media brands they most admire. Here’s a quick breakdown:

  • Free TV network: TV Globo
  • Pay TV channel: GNT, which is from the Globosat cable network
  • Magazine: Veja
  • Radio network: CBN
  • Internet portal: Google


Top Advertisers

According to IBOPE, the 5 biggest advertisers in Brazil in 2011 were:

  • Casas Bahia—3.3 billion reales
  • Unilever Brasil—2.6 billion reales
  • Ambev—1.3 billion reales
  • Reckitt Beckiser—1.1 billion reales
  • Hyundai Caoa—1.0 billion reales

Among the other big spenders in Brazil in 2011 were Fiat, Petrobras, Volkswagen, General Motors and Ford.

To find out how we can help you reach the Brazilian market with an innovative media campaign, please contact us at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

CAPTUR~1

In Brazil, Advertise Now, Sell Later

Taking advantage of the Brazilian boom has been a challenge for companies. Not only are import tariffs high, it’s not exactly easy to set up shop there: regulations and local taxes can also be barriers. Even Apple, which probably has a few dollars saved up, passed on opening a store in Brazil.

But you should advertise anyway. You’ll still reap nice ROI. Here’s why.

First, Brazilians are very brand-conscious: they love Nike sneakers, Diesel jeans and Toyota Corollas, for example. If they can’t buy them outright, they’ll pay for them bit by bit. The nation’s top retailer is Casas Bahia, and it earn a good portion of its profits from the interest on installment plan payments.

And if Brazilians can’t afford to pay for these brands at home, they’ll buy them when they travel.

Brazilians are traveling more than ever, especially the emerging class C middle class. In fact, 10.7 million Brazilians will travel for the first time this year—and 8.7 million of them are from classes C and D. When they get to their destination, they’ll shop for the brands they know. Miami is just one city benefiting from this trend: Brazilians spent more than US$1 billion there in 2010. And in 2011, just from January to May, Brazilian tourists spent US$8 billion, a new record.

So build your brand in Brazil. Even without setting up shop there, you could end up with many new loyal customers.

To learn more about how we can help you leverage the power of Brazilian media, contact us at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]