Media investment to grow 7.6% in 2022, market to reach BRL 21.2 billion

Internet, out-of-home media and movies were the media with the highest growth during the year

Media investment increased by 7.6 percent in 2022 compared to 2021, reaching BRL 21.2 billion in turnover, compared to BRL 19.7 billion in the previous year.

Internet, outdoor media and cinema were the only mediums that Cenp reported showed investment growth of 2.28%, 1.6% and 0.18% respectively. The largest decline was recorded in open TV, which recorded a 3.7% decline.

According to the institution, the data supports the perception of the year with consistent signs of evolution. The organization also notes that in the first half of 2022, the rate of evolution of the Cenp-Meios market reached 12.5% ​​compared to 2021.

Cenp board chairman Luis Lara said instability over the new government’s then-terms, election schedules on program networks and the World Cup off-season, which cannibalized Black Friday and Christmas investment, were among the reasons that could explain. this scenario.

“This was a year of resumption of economic activity, but at the same time many uncertainties due to both elections and external factors such as the war in Ukraine. However, advertising investment has grown above inflation,” said Luis Lara, chairman of the Cenp board.

An increase in the number of participating agencies was also recorded in the Advertising Self-Regulation Forum. As of 2021, 298 agencies were included, and in 2022, 326 companies.

(Credit: Matthew Guay at Unsplash)

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