In 2020, the insecurity of dealing with an unprecedented situation impacted all economic indicators, including advertising. In 2021, in turn, even with the new waves of the virus and the alarming records of inflation and unemployment, vaccination allowed a more favorable economic reaction. A reflection of this is that the investment in media purchase moved R$ 69 billion – growth of 29% compared to the previous year.
In terms of investment volume, more than 90% of media buying was concentrated in 15 sectors. At the top of the ranking, the segments of Consumer Services (20%), Commerce (19%), and Financial and Insurance (10%) remain.
Data are from Inside Advertising 2022. The study by Kantar IBOPE Media – a division of Kantar specialized in media research – aims to offer analysis, insights and reflections to support strategic marketing and media planning and decisions.
Greater occupancy of spaces
More than just growth in invested amounts, between 2020 and 2021 the number of advertising insertions also grew by 37% in Brazil, signaling the return of inventory occupancy.
Strongly impacted in 2020 by the closing of its theaters, the cinema saw in 2021 a recovery of 117% in the volume of insertions. Among Out of Home (OOH) exhibitors, such as billboards and digital billboards, the growth between the two years was 39%.
Higher number of advertisers
In the last two years, technological advances and new consumer demands have allowed small and medium-sized companies to start advertising their products and services, which has increased the number of brands present in the media. The number of advertisers grew 22% compared to 2020, and 47% compared to 2019.
In this two-year period, with the extension of home-offices and distance learning, the Electronics (+166%) and Telecommunications (+101%) businesses grew the most in terms of number of advertisers.
The consumer and advertising
Companies invest in advertising due to the need to relate to their audiences, even in more challenging times, and brand messages seem to be having an effect on consumer attention. Seven in 10 consumers said they paid attention to advertisements in 2021 – a growth of 10 percentage points compared to 2019.
47% of consumers say they use advertising as a source of information for purchases, 34% follow brands on social networks and 33% still say they search the internet for products advertised on TV.
First insights from 2022
The year 2022 started with positive trends in media buying. The application of the booster dose of the vaccine, the flexibility of masks and the return of face-to-face events sustained the growth of 22% in the comparison between the first half of this year and that of 2021, reaching a level of R$ 17.6 billion in investments. .
The Consumer Services (23%), Commerce (21%) and Finance and Insurance (7%) sectors represent more than half of all media purchases in the period.
Kantar’s methodology
The data provided by Kantar IBOPE Media’s Inside Advertising 2022 was collected through Advertising Intelligence solutions. Investment values are calculated using a proprietary methodology agreed with the local market.
Inside Advertising 2022 coverage includes 3,689 movie theaters, 41 newspapers, 48 magazines, 105 radio stations, 139 open TV stations and 47 pay channels, 32 OOH exhibitors and thousands of websites and channels on the internet.
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