According to the company's analysis, the gaming and betting segment was ahead of all other economic sectors in terms of growth in media investments.
Behind betting and gaming companies comes the Services sector, which, according to Kantar, increased its advertising investments by 25% last year.
In third place was the Public Administration sector, with growth of 22%, followed by Finance (growth of 22%) and Electronics (increase of 21%).
Kantar also mapped the economic segments that invested the most in media purchases in 2024.
In first place was the Commerce sector, which accounted for 17% of all advertising broadcast in Brazilian media last year. Next came the Financial sector, which accounted for 9% of all media purchases made in Brazil.
The same percentage (9%) was also recorded by the Services sector, followed by the Pharmaceutical and Beauty industries, both with a 6% share each.
According to Kantar's analysis, media investments in Brazil reached R$88 billion (US$15.5bn), 10% higher than that recorded in 2023.
The amount announced by Kantar is very different from the R$26.3 billion (US$4.6bn) disclosed in the Cenp-Meios panel, also referring to the year 2024.
The difference occurs because Kantar's monitoring considers the estimate of the negotiated values, calibrating the gross investment by average discount percentages per medium.
The Cenp-Meios panel is prepared based on data provided by participating agencies through Insertion Orders (PI).
In this most recent report, 339 agencies provided information on the amounts moved in media purchases to Cenp-Meios.
Source: Meio & Mensagem
