The advertising market closed the first half of 2024 with R$10.6 billion in media investments, representing an increase of 16% when compared to the same period last year, when this value was R$9.14 billion.
The data, presented by Cenp-Meios, took into account the 325 agencies that make up the panel.
Open TV continues to lead the investment list, with 39.5%, representing R$4.193 billion. In 2023, the percentage was 43%, with a value of R$3.933 billion.
Next comes the Internet, also repeating the previous year’s position, with a share of 38.2%, translated into R$4.051 billion. OOH closes the TOP 3, with a share of 11.20% and investment of R$1.182 billion.
“The strength and consistency of media investments via advertising agencies this year confirm the solidity of this industry. Since, historically, the investment tends to be greater in the second half of the year, everything leads us to believe that with new fronts such as Rock in Rio, Black Friday and elections, we will close 2024 with a significant milestone for our business”, said Luiz Lara, chairman of the TBWA Group in Brazil and President of Cenp.
The information collected by Cenp to define the new panel is monitored by CTMI – Technical Committee for Metrics and Indicators – which brings together specialists and managers representing Advertisers, Agencies, Vehicles and Digital Links.
The information provided by the agencies is that of the PIs effectively executed, in a consolidated manner by means, period, state and region, without Cenp having access to any other client or vehicle information.
Credit: Freepik
