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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