Cenp-Meios publishes ranking of the agencies that invested the most in media in 2023

O Cenp-Meios has just concluded the ranking of advertising agencies based on investment in media in 2023. They are part of the panel that measured the total investment of R$23.4 billion made over the last year, with 336 agencies. Recently, the system was checked by KPMG, which verified the integrity of the data sent by the agencies and received by Cenp-Meios.

Mediabrands took the lead in the ranking. It is important to highlight that, unlike the data measured in 2022, there was now an integration of the information collected from the Mediabrands and Mullen Lowe agencies, which began to operate as a single operation, Mediabrands.

For Salles Neto, coordinator of Cenp’s Technical Metrics and Indicators Committee (CTMI), the ranking reiterates the strength and dynamism of the Brazilian advertising market, being an important contribution from Cenp to the market, because it reflects the constant transformation that the industry is going through.

Regina Augusto, executive director of Cenp, highlights the integrity of the panel’s results. “Cenp-Meios is characterized by the accuracy of the data collected. Given the insertion requests submitted to the system by the agencies, we were able to get a clean reading of the media movement.”

The Cenp-Meios ranking brings together the agencies that authorized their entry on the list. The information reaches the Cenp system directly from the Insertion Requests actually executed by the participating agencies, on behalf of their advertising clients. The Forum receives total monthly data from agencies, without any indication of the advertiser who made the investment or which vehicle it was destined for. In addition to the total invested, the system tabulates the means of communication, region and states in which the resources were invested. The results are presented in reais and dollars, and allow the calculation of the share of the media, regions and states in the advertising pie.

Check the overall ranking: