Volume invested in open TV was R$25.1 billion; followed by the internet, destination of 40.8% of agencies’ advertising budget, equivalent to R$23.5 billion
Investment in media via advertising agencies was R$57.5 billion in 2023, according to projections from the Cenp (Advertising Market Self-Regulation Forum) and the Kantar Ibope Media.
The study shows that open TV represented the largest share of advertising contributions through agencies in the country last year, with 43.7% of the total. The volume invested in open TV is equivalent to R$25.1 billion. In 2nd place came the internet, which was the destination of 40.8% of the agencies’ advertising budget, the equivalent of R$23.5 billion.
Cinema was the medium that had the lowest investment in advertising by agencies in 2023, with 0.14% of the total, equivalent to R$80.2 million.
The projection did not take into account the direct investment made by advertisers in the media without going through advertising agencies.
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