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Internet Ranks Third in Brazil’s Ad Spending

Advertisers spending more on internet, less on magazines

February 14, 2014 | Media Buying

IBOPE Media’s roundup of 2013 advertising in Brazil recorded $52.1 billion in total media ad spending, an 18.7% gain over the previous year. The substantial growth in IBOPE’s estimates is partly due to an increase in the number of markets in Brazil for which it collects revenue information. For context, keeping with the methodology of previous years would have resulted in a 9% jump in total media ad spending.

As expected, broadcast TV once again claimed the largest share of total media ad spending, which, at $27.6 billion, accounted for 52.9% of total media investments in 2013—a 16.1% expansion over 2012. The share climbs to more than 65% when also considering pay TV and TV merchandising spending. Newspaper ad spending came in second place, rising 10.4% year over year to hit $8.6 billion.

Total Media Ad Spending in Brazil, by Media, 2012 & 2013 (billions, % of total and % change)

In third (with pay TV included in the overall television total) came Brazil’s rapidly expanding internet market, which generated $3.4 billion in advertising spending in 2013, up 11.8% from $3.0 billion in 2012—pushing investments in internet ads past magazine ads, which actually dropped 4.2%.

Cinema, though not among the top spending media markets, was the fastest-growing, accruing an extra 20.4% in spending between 2012 and 2013. This brought the total to over $200 million. Radio also showed strong expansion, receiving 12.4% more investments last year to total $2.2 billion.



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