In the period, revenues of BRL 13.6 billion against BRL 12.2 billion in 2021
The Cenp released this Wednesday (7) the market figures for the first three quarters of 2022, which point to growth of 11.85% up to September. In this period, the sector’s revenue was R$ 13.6 billion, against R$ 12.2 billion in the same period last year.
Among the highlights are the internet and out-of-home media. The first, which last year earned BRL 3.6 million, increased to BRL 4.4 million in 2022. OOH, one of the sectors most affected by the pandemic, increased from BRL 992 thousand to BRL 1 .4 million (see more in the table below).
The sample of the new edition of Cenp-Meios has the participation of 316 agencies, 258 head offices and 58 branches.
consistent growth and reiterates the importance of this sector for the development and injection of investments in the economy. Expectations will remain high, as this last quarter of the year should concentrate an extra boost in the advertising sector with events such as the World Cup and Christmas, which require communication and connection with consumers, explains Luiz Lara, chairman of the Cenp Board.
In addition to disclosing sector numbers, Cenp also brought together the market to show the advances that the entity has made since Luiz Lara arrived at the presidency of its council in early 2022 this year and executive president Regina Augusto.
Flexibility, understanding of digital links, sharing of ideas, sustainability, transparency, hybrid vision and new forms of media management are part of the ecosystem that Cenp is orchestrating.
In this new phase, which is no longer supervisory and punitive to focus on harmonizing the advertising business, the IAB returned to the staff of the entity that is in advanced conversations with the ABA. model.
The main leaders of Brazilian advertising were present at the Cenp event, such as Daniel Queiroz (president of Fenapro), Cris Camargo and Melissa Vogel (IAB), Sandra Martinelli and Frank Plaufmer (ABA) and, for example, Cristiano Lobato (Abert- Associação Brasileira of Radio and Television Broadcasters).
The Cenp-Meios study is part of the new Technical Committee on Metrics and Indicators (CTMI), which is also dedicated to developing and discussing other metrics projects for the market. This alteration is part of a new direction at Cenp, which includes a change in governance, a new statute and new work centers.
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