Investment in advertising in Brazil increased by 10% in the first half of 2023, totaling R$36.7 billion compared to the same period of the previous year. This growth follows society’s economic situation, being driven by the official end of health emergencies and the return of mega events, such as the Street Carnival, which marked the year.
The result is part of the September edition of Data Stories, content produced by Kantar IBOPE Mediawith the theme Campaign on air: Partials from 2023 signal growth in advertising. The material aims to provide an x-ray of the advertising industry in the first half of this year, helping brands plan for the next commercial dates.
Sectors linked to travel and exhibition had a significant impact on this growth, with the automotive sector leading the way. ranking with a 52% increase in advertising investments in the first half of this year, compared to the same period in 2022. The beverage and beauty sectors also recorded growth of 42% and 34%, respectively. The video format was the preferred one for media investments, representing 55% of the total spent on advertising in the period analyzed, covering cinema, digital channels and open or paid TV.
Keep an eye on Black Friday
One of the most important commercial dates of the second semester, the Black Friday be celebrated on November 24th. Last year, the categories that invested the most in advertising focusing on the date were Department Stores (US$577 thousand), Digital Media and Content (US$449 thousand) and Marketplaces (US$287 thousand). Telephony retail investment, in turn, grew 506% between October and November alone.
From the consumer’s point of view, purchasing decisions are increasingly complex, as the journey passes through multiple points of contact, sources of information and reasons to buy or not. The factors most considered by buyers include price (58%), fast delivery (34%) and ease of finding products (27%).
When it comes time to finalize purchases on Black Friday, most consumers prefer to use a credit card, with 49% adhering to last year’s celebration. Bank slip (21%) and virtual payments (13%) appear next.
*Cape photo: iStock
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