The survey also shows that 86% of the agencies indicated an increase or maintenance of billing over 2021
The expectations of the agencies, for their business and the advertising sector, remain mostly positive, according to the latest edition of the VanPro survey, carried out by the Sinapro/Fenapro System, with 291 agencies from 19 states and the Federal District.
The data, collected between September and October, show that the revenue of most branches continued to grow in the first half of this year, compared to the same period in 2021, and the prospect of continuing to grow.
An important thermometer of business and branch management, the survey shows that, from a financial point of view, there was an improvement in the scenario in most cases, as 85% maintained or increased their revenues in relation to the same period last year.
In this first half of 2022, 51% of companies increased their revenue compared to the same period in 2021. Of the total companies interviewed, 18% grew by more than 30%; 25% grew between 10% and 30%, and 8% grew above 50%, while the same percentage recorded growth below 10%. 34% of the branches indicated revenue stability, and 14%, loss, with 9.5% of them recording losses below 30% and 4.5%, losses above 30%.
The rate of companies that rated the outlook for improvement as good or very good was 68%, four percentage points more than in the latest VanPro survey. The index of those who indicated a stable forecast decreased from 27% to 24%, and those who signaled the outlook as bad or that of interruption of activities decreased from 7% to 4%, while 4% failed to forecast the outlook, compared to 1% previously.
This new VanPro survey by the Sinapro/Fenapro system shows progress in the market, especially with regard to the resumption of greater revenue by most agencies, an aspect that was greatly affected during the pandemic. And the agencies’ expectations for the future seem to have reached stability, with approximately two thirds of them pointing to an optimistic scenario, says Daniel Queiroz, president of Fenapro.
The predominant profile of VanPro survey participants is similar to previous surveys. Most respondents were from full-service agencies (96%), with teams of up to 20 people (62%). Most have more than 20 years of existence (39%) or between 11 and 20 years (35%). And 95% are associated with Sinapro in their state, with 74% certified by Cenp.
The annual revenue of the companies participating in this survey reflects well what is, in practice, the national agency market. The largest number of branches with up to R$ 1 million in revenue, representing around 42% of the companies.
Approximately 26% have annual revenues between R$1 million and R$3 million; 11%, between BRL 3 million and BRL 5 million; and 12%, from R$5 million to R$10 million. Companies with annual revenues of more than R$10 million accounted for just over 8% of respondents. With regard to the work format, 58% of the agencies reported working in a hybrid format, 25% in a face-to-face format and 17% in remote work.
(Crdito: Mufid Majnun on Unsplash)