Unprecedented projection was made based on information from Cenp and Kantar Ibope Media
Carried out in partnership with Kantar Ibope Media, Cenp released for the first time projections on investments in media, which indicated a volume of R$57.5 billion moved by the industry throughout 2023.
The methodology for projecting agencies’ investments was developed by Cenp consultant Marcelo Coutinho, professor at EAESP-FGV and former director of Analysis Services at Ibope NetRatings and Market Intelligence at Terra-Telefônica.
The premise for the initial development of this projection was to work only with the investment made via advertising agencies and with data already accepted by the market.
To calculate the total amount, separate tabulations were made, based on the placements accounted for by Kantar Ibope Media’s Advertising Investment base, of the gross values encompassing only the agencies that are part of Cenp-Meios on the one hand; and, on the other, the other agencies.
This tabulation demonstrated that the agencies that are part of Cenp-Meios are responsible for 49.5% of the gross investment, compared to 50.5% for the other agencies. In this way, the same proportion between the investment registered by Cenp-Meios and the gross revenue of these 336 agencies in the Kantar Ibope Media base was applied to the others.
The projection did not take into account the direct investment made by advertisers in the media without going through advertising agencies.
“This is the first brick in a long construction to arrive at a closer assessment of the reality of the amount of investment in media made by agencies, at the same time that we have to monitor the evolution of the media and their uses by consumers”, said Luiz Lara, president of Cenp.
(Credit: Photo by Tiomothy Swope on Unsplash)
