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Evolution of the Brazilian media & advertising sector

Evolution of the Brazilian media & advertising sector

The Brazilian media sector has grown at a CAGR of 8.9% in Reais between 2004 and 2016, currently reaching US$ 11.7 billion in advertising revenue and services. Open TV remains the main chosen media in Brazil and has gained relevance since 2007 at 58% in 2016 compared to 50% back then. Less traditional media gained relevance in the market such as paid TV and digital, which increased its share from 3% to 14% over the past 10 years. Mobile advertising emerged as a result from the growing mobile penetration but there is still room for growth in Brazil with digital media representing 22% of advertising in the global media sector.

This report analyses the subject market, its main products and services, main players’ performance and the potential for different media in Brazil.


1. Overview and recent evolution of the media sector in Brazil:
Brief history of media and advertising in Brazil
Media and advertising turnover evolution and breakdown into media types in Brazil (2004-2016)
Monthly investment in media and advertising and impact of the 2014 World Cup (2011-2014)
Growth dynamic for different media types in Brazil (2014 vs. 2015)
Media turnover breakdown into different media in Brazil (2007-2016)
Penetration evolution of different technologies in Brazil (2006-2015)
Global media turnover geographic breakdown and country ranking in sales (2015)
Media turnover breakdown in the global market and comparison to Brasil (2011-2019)
2. Overview of the main media players in Brazil:
Main financial figures for the top 9 media players in Brazil (2015)
Brief history of the 4 main media conglomerates in Brazil
Ebitda vs. ROE bubble chart for revenue size for the top 9 media players in Brazil (2015)
Capital structure and profitability indices for the top 9 media groups in Brazil (2015)
Brazilian ranking of advertising agencies according to investment (2015)
3. The internet and broadband media segment in Brazil:
Evolution and forecast of mobile internet advertising revenue in Brazil (2011-2019)
Evolution of internet access accounts and penetration per income level in Brazil (2007-2016)
Internet advertising revenue and number of e-commerce customers in Brazil (2007-2016)
Number of mobile phones and main tablet activities in Brazil (2007-2016)
Evolution of broadband internet access accounts in Brazil (2007-2016)
General expectations for the internet advertising market in Brazil
4. The paid TV media segment in Brazil:
Number of paid TV subscriptions and geographic breakdown in Brazil (2007-2016)
Technologies, main competitors and penetration of broadband in main states in Brazil (2015/2016)
Evolution of time dedicated to paid TV across consumer profiles in Brazil (2003 vs. 2009 vs. 2015)
Revenue from subscriptions and from advertising in paid TV in Brazil (2008-2016)
Paid TV customer profile according to gender, income level, age range and monthly spend (2015/2016)
Main industries investing in paid TV advertising in Brazil (2015)
Global paid TV subscription ranking and penetration per geographic region (2015/2016)

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