Internet, out-of-home media and cinema were the media that grew the most in the year
Average investments in 2022 grew 7.6% compared to 2021, reaching a turnover of BRL 21.2 billion compared to BRL 19.7 billion the year before last.
Internet, outdoor media and cinema were the only means that, according to the Cenp report, showed an increase in investments of 2.28%, 1.6% and 0.18%, respectively. The biggest fall was with open TV, which recorded a drop of 3.7%.
According to the institution, the data confirm the perception of a year with consistent signs of evolution. The entity also points out that, in the first half of 2022, the Cenp-Meios market evolution indicator reached 12.5%, compared to 2021.
Chairman of the Cenp board, Luiz Lara said that instability with the then definition of a new government, electoral schedules in the programming grids and the World Cup out of season, which cannibalized investments for Black Friday and Christmas, are among the reasons that can explain this scenario.
It was a year of resumption of economic activities, but at the same time of many uncertainties caused both by the elections and by external factors such as the War in Ukraine. Even so, advertising investments grew above inflation, says Luiz Lara, chairman of the Cenp board.
The Advertising Self-Regulation Forum also recorded an increase in the number of participating agencies: the 2021 reading included 298 agencies and in 2022 there are 326 companies.
(Credit: Matthew Guay at Unsplash)
