The Brazilian advertising market handled approximately BRL 69 billion in media purchases in 2021, according to a survey by Kantar Ibope Media.
The result of the previous year is 29% higher than that recorded in 2020, a period of greater restrictions by Covid-19, when the sector totaled an investment of R$ 49 billion. But the main news of the study is that the sector has already surpassed pre-pandemic levels.
In comparison with 2019, the result for 2021 shows an increase of 16%.
“The advertising market saw brands cut their investments in 2020. Last year, even with some effects of the disease on the economy, companies returned to invest in communication”, explains the director of Kantar Ibope Media, Viviane Vela.
According to the survey, more than 90% of the total media purchases were made by 15 segments of the economy. At the top of the ranking are the sectors of consumer services (20%), commerce (19%) and financial and insurance (10%).
Since Kantar Ibope Media started compiling data on advertising investment seven years ago, this is the first time that the commerce sector has not appeared in the first place in the study.
Another important aspect in the recovery of capital in the creative market occurred with the entry of new advertisers. The survey data — which is titled Insider Advertising, or Inside Advertising — shows that the number of companies investing in advertising grew 22% compared to 2020 and 47% compared to 2019.
“Most of these entrants have a strong presence in digital, but they advertise in all advertising spaces”, highlights the president of Kantar Ibope Media in Brazil, Melissa Vogel.
As reported by the newspaper O Estado de S. Paulo, in the list of companies that invested the most in advertising in 2021 are names such as the Chinese social network TikTok, the Asian e-commerce Shopee and the supermarket shopping application Cornershop.
In addition to resuming growth in invested amounts, the advertising market has again allocated resources to inserts that ended up being left out because of the limitations of movement of people imposed by the pandemic.
One of the highlights, according to the survey, was the advance in campaigns in urban furniture, such as digital panels, street clocks and billboards, which grew by 39% from one year to the next.
Insider Advertising also evaluated the audience’s reception of the campaigns. In 2021, 70% of viewers said they paid attention to brand ads, 10 percentage points higher than in 2020.
In addition, almost half of Brazilians said they consider advertising when shopping.
Future
For the CEO of the ID/TBWA agency, Camila Costa, the positive results in 2021 already “carry” positive reflexes for 2022.
The executive believes that advertisers have increased their budgets while diversifying their ad platforms. The information is from the newspaper. The State of São Paulo.
Source: CNN Brasil
