Online adspend rises sharply in Brazil

01 March 2010

SAO PAULO: Online advertising expenditure posted strong growth in Brazil during 2009, the latest figures from Projecto Inter-Meios have shown.

According to the research firm, the ad market in the Latin American nation expanded by 2%, to R$19.41 billion ($10.67bn; €7.85bn; £6.9bn) from January to November last year on an annual basis.

Within this, the internet recorded an increase of 23.3%, reflecting improved network infrastructure and the rise of the mobile web in the country.

Outdoor and radio also registered impressive totals, with revenues rising by 9.6% and 8.6% respectively.

Television, which is responsible for 60% share of all media budgets, saw ad sales jump by 5.6% year-on-year, with pay-TV enjoying a similar uptick over the same period.

Cinema, by contrast, was off by 10.4%, with newspapers down by 9.5% compared with the first 11 months of 2008, and magazines by a slightly more moderate 8.5%.

Brazil has weathered the global economic downturn relatively well, and is expected to see GDP grow by more than 5% this year.

Data sourced from Projecto Inter-Meios/Dow Jones; additional content by Warc staff