Contributions grew 12.5% in the first half and totaled R$ 8.3 billion, points out Cenp-Meios; Open TV has a fall and loses participation
The volume of advertising investments on average reached R$ 8.3 billion in the first half of this year, up 12.5% compared to the same period in 2021, which had registered R$ 7.3 billion. Since 2019, it is the first time that the figures for the first half of the year exceed R$8 billion. The data are in the Cenp-Meios panel, organized by Cenp (Advertising Market Self-Regulation Forum)
In percentage terms, the foreign media segment had the biggest increase, 60.43%, and jumped from R$ 552.3 million to R$ 886 million in investments. As a result, it increased its share by 3.19% and reinforced its position as the third main destination for investments, with 10.7%.
Another segment that stood out positively was Pay TV, with 35.8%, closing the first six months of the year with R$ 522 million. In terms of the total share of investments, it occupies the fourth place with 6.3%.
The internet appears right behind in growth rate, with an increase of 23.91%. Financially, it ended June with approximately R$2.6 billion in resources, driven by the internet display and others subcategory, which expanded 9.91% and represented 65.4% of all investment in the segment. It reached a 31% share, increasing its strength in the advertising cake – in the first half of 2019, before the pandemic, the medium accounted for 20.2% of the total and moved around R$ 1.7 billion.
According to Luiz Lara, chairman of the Cenp Board, the data collected and consolidated for 2021 already indicated that a strong recovery from the worst year of the pandemic, 2020, was on the way. This signals a good perspective for the market, since the second half has a relevant calendar for brands that includes the World Cup and commemorative dates such as Black Friday, Cyber Monday and Christmas, he projects.
Among the segments that recorded negative numbers, attention is drawn to the 2.08% drop in media investments in open TV, which continues to be the main route for advertising funds in the country and turned over R$ 3.8 billion – against R$ 3 .9 billion in the first half of 2021.
Despite being a small percentage, the retraction contributed to the medium losing market share, going from 52.9% to 46.1%, which means a reduction of almost 7 percentage points.
For the analysis of volumes, Cenp-Meios gathered data from 309 partner companies located in the five regions of the country. At the end of last year, it had 298. According to the entity, due to its methodology, it is able to provide total accuracy of information.
