TV wins the jackpot in the Brazilian advertising sector


Details

Juan Fernandez Gonzalez

| 20 April 2016




The new Kantar Ibope tool has revealed that free-to-air (FTA) and pay-TV take over 72% of Brazil’s advertising investment.


media compass 2015According to the analyst, FTA channels drew investments of over $6 billion in 2015 (62.9% of the total), while pay-TV neared $1 billion (9.2%). The remaining $2.7 billion is shared between newspapers, magazines, cinema, display and outdoor advertising.

These figures are the first results of the Media Compass research - following the partnership between Kantar Ibope Media and Grupo de Mídia – which aims to calculate investment in Brazil’s advertising market.

“Media Compass’ figures enable agencies and advertisers to understand better how investments are shared among media, following trends and thus redefining strategies,” said Rita Romero, monitoring director, Kantar Ibope Media.

Although the tool has premiered with annual results, the Media Compass intends to reveal quarterly figures of Brazil’s advertising market, complemented with analysis by sector, category, advertiser and agency.

“The Media Compass is the result of a Kantar Ibope Media partnership with Brazil’s advertising agencies aiming to deliver the best information about the Brazilian media,” added Daniel Chalfon, president, Grupo de Mídia Sao Paulo. “The project reinforces the Grupo de Mídia’s commitment to improve media measurement in the country.”