The internet was one of the highlights of Cenp-Meios with a 4.25% increase in market share, compared to the same period last year
The first three months of 2022 saw a 19% growth in media buying compared to the same period last year. According to a survey by Cenp-Meios, the volume handled in the first quarter was BRL 3.4 billion, compared to BRL 2.8 billion in the 1Q of 2021.
However, despite the growth, the figure was still below 2019, the last year before the pandemic, when investments were R$ 3.7 billion – in 2020, for example, the value was R$ 2.9 billion in the first quarter, which caused a drop of 22%.
Open TV corresponds to 50% of the entire investment, with R$ 1.7 billion, despite having registered a loss of 6.88% in market share. The internet appears in the sequence with an investment of R$ 951.2 million and gained 4.25% of share. In third place comes out of home, which earned R$356 million and gained almost 2% of market share.
This year’s data, as stated by the entity, were provided by 303 advertising agencies across the country; in 2021, the volume of branches was 298.
“We closed 2021 with a significant increase of almost 40% and we have not cooled down. We have a promising second semester, with events such as the World Cup and full return to activities with economic growth. As I always say, advertising is the industry that moves the industry and we are ready for this new moment”, said Luiz Lara, president of Cenp.
Revenue in 2021
Published last March, the ranking of investments by agencies in media showed a movement of R$ 19.7 billion last year, an increase of 12.5% compared to 2019, when there was still no pandemic and the sector even made money. BRL 17.5 billion.
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%.
