Tag Archives: Brazilian OOH

brazil magazines

Magazines Surge in Popularity in Brazil

The most recent edition of Estudos Marplan EGM Next Gen show that print media continue to do well in Brazil. Between 2011 and the first quarter of 2012, magazines’ media penetration rose from 39% to 45%. This was the biggest gain of all forms of media. In second place was pay TV, which went from 35% to 40% penetration. Other forms of media in Brazil that gained in penetration in 2012 were newspapers (from 46% to 47%) and Internet (49% to 51%). Free TV’s penetration remained constant at 97%, while radio’s penetration dropped slightly from 77% to 74%.

In terms of socioeconomic groups, magazines increased their penetration significantly with classes AB, going from 52% in 2011 to 63% this year. In addition, magazines also gained penetration with class C: 38% in 2012 compared to 31% in 2011.

Beyond penetration, Estudos Marplan also highlighted how Brazilians use the different types of media. They use TV and newspapers primarily to get news, learn about general culture and spend their free time. Brazilians report that they use Internet and magazines to stay current with the news and for shopping information. Pay TV and radio are seen as companion media by Brazilians, and also as vehicles to cultural and sports information.

To find out how we can help you reach Brazilians via any form of media, please contact us.

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Brazil’s Ad Market Grew by 8.5% in 2011

Figures just released by Projeto Inter-Meios show a total billing by the Brazilian ad industry of 39 billion reales ($US22.5 billion), with 28 billion reales (US$16 billion) corresponding to pure ad space sales.

In 2010, the industry billed 21 billion reales, growing 20% compared to 2009. Free TV is still the leader in ad spend in Brazil, capturing 63% of the total. Below is a quick breakdown:

Note that Projeto Inter-Meios shows Internet as having only 5.1% of total ad spend in Brazil, while IAB Brasil’s figures show online capturing 10% of ad spend. That may because of the way Internet ad spend is tallied. IAB Brasil brings together both search and display, since these components each make up 50% of the online ad spend in Brazil. Projeto Inter-Meios does not seem to make that distinction, hence the difference between the two organizations’ figures.

Despite this difference, Projeto Inter-Meios observed that Internet ad spend grew by nearly 20% in 2011, more than any other medium. Out-of-home in Brazil also posted impressive growth in 2011—it grew by 12%. Brazilian print media also grew well in ad spend in 2011: newspapers gained 3.8% and magazine ad spend went up by 3.5%. These strong print numbers match other recent statistics that show the medium is doing quite well in Brazil, unlike in other markets. According to Projeto Inter-Meios, the only Brazilian media to show drops in 2011 were cinema and guides.

To find out how we can help you reach Brazil via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Brazil Has the #6 Economy in the World

The day after Christmas 2011, Brazil received an unexpected present: the Centre for Economics and Business Research (CEBR) proclaimed it the world’s sixth largest economy.
With this ranking, Brazil moved ahead of the United Kingdom but still trails France, the United States and other economic superpowers. Part of the drive forward is due to the economy’s 7.5% growth in 2010 and 3.5% growth in 2011.
For marketing, advertising and media professionals, Brazil’s economic growth has meant more consumers and an ever-expanding media market. Here’s a quick-reference look at the impact of more money on media in Brazil:

Pay TV. In late 2011 Brazil had more than 12.2 million households subscribing to pay TV. But this medium is no longer a luxury restricted to the upper AB classes: pay TV now has 31% penetration in Brazil’s surging Class C. And class C isn’t signing up just for TV: an Ipsos survey in 2011 showed that 33% of new combo packages (TV, Internet and phone) were sold to members of class C.

Internet. Two different projections say that 70-80% of Brazilians households will have Internet access by 2015. As of 2011 there were 67 million households in Brazil, which means at least 46.9 million households will have Internet access. The average household in Brazil has 3 people, meaning that Brazil could go from 78 million Internet users in 2011 to 140 million in just 4 years.

Print. Newspaper circulation in Brazil went up 4% between the first 6 months of 2010 and the same period in 2011 to hit 4.4 million, a new record. Brazil’s magazines set another record in 2011 by taking in nearly $1.3 billion in revenues.

Not all of the final tallies for Brazilian media numbers for 2011 are in yet, but it’s clear that that trend is headed upwards for the near future.

To find out how we can help you reach Brazil with a targeted media campaign, please contact us at info@usmediaconsulting.com.
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OOH

The Impact of OOH in Colombia

A new study from GroupM and MindMetriks Colombia looks at how consumers respond to out-of-home (OOH) advertising. Researchers surveyed people in Bogotá who were exposed to different OOH ads in a variety of settings, including bus stops and on public transportation vehicles.
Among the study’s key findings:

• Brands had less than a second to impact an audience: .85 second, to be exact
• Most people (84%) saw at least one OOH ad in an average 20-minute trip
• On average, each person observed 1-3 OOH ads during their commute
• People recalled 60% of the brands whose ads they spotted during their commute and they were 76% accurate in their recall about these brands
• Certain product categories had more impact by gender: cars and liquor presented better indicators among men while financial and beauty products performed better with women

To find out how more about we can leverage the power of OOH for you in Colombia or throughout Latin America, please contact us at info@usmediaconsulting.com.

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