Brazilian consumers see value of advertising

15 April 2010

RIO DE JANEIRO: Most consumers in Brazil think that advertising plays a positive role both in their own lives and the country's economic development.

The Brazilian Association of Advertising Agencies, the industry body, partnered with Ibope Intelligence, the research firm, to survey 2,000 adults in the country.

Overall, 69% of respondents argued they were either "always" or "frequently" exposed to the commercial messages of brands.

Some 67% of the sample said advertising was relevant to their daily lives, while 66% believed it was informative.

A further 61% suggested it encouraged competition and 60% thought it helped them stay up-to-date with new products available on the market.

This figure fell to 41% for the number of people who stated that advertising was entertaining, while 25% said it could be persuasive.

More than four in ten respondents to the poll were of the opinion that life without advertising would be more "boring".

In contrast, just 7% of contributors said commercial communications had a wholly negative impact and 16% took the view that ads encouraged people to buy things that they did not need.

Elsewhere, 71% of participants reported that the quality of advertising had improved in Brazil in the last five years, becoming increasingly innovative and more closely aligned to the interests of shoppers.

A further 55% said the advertising industry created jobs and 52% of consumers added that it contributed to the growth of the domestic economy.

More broadly, a plurality of those polled with children under the age of 12 years old gave favourable feedback concerning advertising that was directed primarily at younger audiences.

Nelsom Marangoni, the chief executive of Ibope Intelligence, said that these results indicated that the general public realised the "value of advertising".

One area where this did not apply, however, was the political sphere, as 76% of respondents gave low approval ratings to this kind of advertising.

Data sourced from Ad village/Ad News; additional content by Warc staff