South and Southeast regions maintained the highest numbers of records, with So Paulo in 1st place in the ranking
The total volume of registration of advertising works in Brazil increased considerably in 2022, marking a recovery in the export rates of advertising production services.
According to an analysis of data from the Ancine Registry and an internal survey carried out with the associated companies Apro (Brazilian Association of the Production of Audiovisual Works), last year, 39,474 titles were registered, which represents a growth of 2.4% in relation to 2021, which registered 38,538 titles.
The south and southeast regions received the highest number of registrations and in the ranking by states, So Paulo maintained the 1st place with 30%, followed by Paraná (11%), Santa Catarina (9%), Minas Gerais (7%) and Rio de Janeiro. Grande do Sul and Rio de Janeiro (both with 6%).
We observed a gradual recovery in exports of advertising production services. For 2023, with the resumption of commercial promotion efforts in partnership with ApexBrasil, added to the favorable exchange rate for international projects, our expectation is to contribute even more so that the numbers return to pre-pandemic levels”, says Marianna Souza, president- executive at Apro and executive manager at FilmBrazil.
Additionally, Apro has announced its in-person return to D&AD London. “In partnership with D&AD, we will carry out a relationship action with the body of judges of the D&AD festival and production leaders of the main local agencies, which will take place on May 7th, with the objective of resuming the attention of this market to the full potential of production in Brazil”, explains the executive.
Also according to the survey, the cities that produced the most production service in 2022 were So Paulo and Rio de Janeiro, both with 40%. The countries that most imported Brazilian projects were the United States with 14%, followed by the United Kingdom (6%), France, Mexico and Spain (all with 5%).
