Data was presented based on information from the first nine months of 2023
The advertising market recorded an investment of R$14.9 billion in the first nine months of 2023, which represents an increase of 9.8% in media movement in the country between January and September. In the same period last year, investment was R$13.6 billion.
The data was presented by Cenp-Meios based on information from 325 advertising agencies, compared to 316 in 2022 and, according to indicators, the percentage of market growth in 2023 was balanced, around 10%.
During the period analyzed, the medium that had the biggest investment was open TV, with just over R$6 million in revenue and a share of 40.6%. Next was the Internet, with R$5.6 million and a share of 38%. The Top3 is completed by the OOH media, which achieved R$1.4 million in revenue and a 9.9% share.
Over the course of a year that started a little slowly for the sector due to the events of the last half of 2022 such as the World Cup and elections, as the months went by the indicators showed gradual improvement. Unemployment, for example, fell to 7.7% and the IBGE showed a record number of employed workers in the country in September.
It is important to note that, despite the challenges inherent to the year, there was growth, brands continue to invest and digital outlets and links are looking for alternatives to connect with consumers, said Luiz Lara, president of the Cenp Board.
In 2022, the total volume captured by the Cenp-Meios panel was R$21.2 billion. All information captured by Cenp to define the new panel is monitored by the CTMI Technical Metrics and Indicators Committee – which brings together experts and managers representing Advertisers, Agencies, Vehicles and Digital Links. The information provided by the agencies is that of the IPs actually executed, in a consolidated manner by medium, period, state and region, without Cenp having access to any other customer or vehicle information.
