After a 2020 marked by the arrival of the Covid-19 pandemic in Brazil, the market showed a reaction this year with regard to investments in media. In fact, a considerable reaction, as there was an increase of 38.6% between January and September 2021 compared to the same period last year.
According to a report by Cenp-Meios, released this Thursday (16), the total was BRL 12.2 billion, compared to BRL 8.8 billion in 2020. Open television continues to be the preferred medium, with little more than R$ 6 billion, which represents 50%. Next comes the internet – R$ 3.6 billion and 29% share (see the complete list below).
At the bottom of the ranking, cinema continues in the last position in terms of investments. In 2020, the segment had revenues of BRL 14 billion and, this year, it did not reach BRL 2 million.
Cenp-Meios data refer to investments via advertising agencies, with a panel of 291 agencies (last year, this number was 217).