Media investments via agencies in the first half of 2024 registered a growth of 16% compared to the same period in 2023. The Cenp-Meios panel was read with 325 agencies, which reported to Cenp – Advertising Market Self-Regulation Forum their movements in recent months. In total, this group reached the mark of R$10.6 billion, compared to R$9.14 billion from January to June last year.
‘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”, says Luiz Lara, Chairman of the TBWA Group in Brazil and President of Cenp.
It is worth remembering that, throughout 2023, the investment growth rate measured by Cenp-Meios indicated a first half of the year with an increase of 7% and a closing rate of around 10%. Therefore, the 16% record in this period of 2024 remains above the average of the previous year, reiterating the bet of brands and advertisers. And to make the strength of the advertising market tangible, IBGE has just released the GDP for the second quarter, which recorded a growth of 1.4%, a figure that led market analysts to expand their projections for the year, which should be around 2.5% and 2.7%.
The information collected by Cenp to define the new panel is monitored by the CTMI – Technical Committee for Metrics and Indicators – which brings together specialists and managers representing Advertisers, Agencies, Media and Digital Links. The information provided by the agencies is that of the PIs effectively executed, consolidated by means, period, state and region, without Cenp having access to any other client or media information.
