Tag Archives: projeto inter-meios

Economy

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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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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