A survey by Cenp-Meios showed that growth was 12.5% in 2021 compared to 2019
Agencies invested BRL 19.7 billion in media in 2021, an increase of 12.5% compared to 2019, when there was still no pandemic and the sector reached BRL 17.5 billion in revenue. Published by Cenp-Meios, the data were computed based on information provided by 298 advertising agencies.
In 2020, in the midst of the health crisis caused by Covid-19, investments stood at R$ 14.2 billion, with data from 217 branches – from 2020 to 2021, the increase was 38.7%.
The internet, with an increase of 6.8%, was the media that presented the greatest growth, moving R$ 6.6 billion and increasing market share to 33.5%. The expansion was led by investments in “Internet display and others”, with 8.4%.
Among the falls, the most expressive was that of open TV: – 6.47%. The media ended 2021 representing 45.4% of the entire volume invested, with BRL 8.9 billion allocated by the agencies.
“Even starting from different bases, it is undeniable that Brazilian advertising has shown its strength once again. Advertising investment easily exceeded pre-pandemic levels, with expressive growth, even taking into account the inflation of the period “, says Luiz Lara, president of Cenp.
