Study showed that tourism was the segment that most bought media last year
In 2022, brands invested BRL 74.1 billion in media purchases in Brazilian advertising spaces, a positive variation of 7% compared to 2021. The number referring to growth close to that of Cenp-Meios, presented at the beginning of the month: an increase of 7.6% compared to 2021, however, with a smaller movement, BRL 21.2 billion.
Internet, outdoor media and cinema were the only means that, according to the Cenp report, showed an increase in investments of 2.28%, 1.6% and 0.18%, respectively. The biggest fall was with open TV, which recorded a drop of 3.7%.
Kantar Ibope Media explains that the data is calculated based on a proprietary methodology agreed with the local market. By registering the advertising inserts displayed in the main means of communication and the list price of sale, before any negotiated reduction or discount, an estimate of the investment destined for the purchase of space by sectors, advertisers and brands is arrived at. .
Among the sectors that invested the most in 2022, Tourism showed the highest growth due to the reopening of entertainment activities, a jump of 50%. The rise was mainly driven by Cultural Events (+197%), Travel (+57%) and Hotels (+36%).
The segment is followed by the Automotive (+33%) and Beverages (+31%) industries, highlights that also point to the reflection of the economic reopening and greater movement of people in the willingness of brands to invest.
In addition, the data show that the increase in investment is not only based on the pass-through of inflation in the price lists, but also on the greater placement of parts and greater occupation of inventories. The occupation of advertising spaces grew by more than 10% both on digital channels such as OOH, Radio and especially Cinema, which is recovering from the closures of 2020/2021.
Still on brand placement, monitoring showed that the most valuable brands in Brazil, according to Brand Z 2022, had in common the fact that they used several points of contact to deliver their messages.
On average, they adopted 6.5 means of advertising. Half of them even used all seven media: cinema, internet, newspaper, OOH, radio, magazine and TV. With regard to squares, Brasília (16%), So Paulo (15%), Campinas (11%) and Belo Horizonte (10%) were the cities that showed the highest growth in advertising investment from 2021 to 2022.
(Credit: Austin Distel on Unsplash)
