Brazil is set to experience powerful growth in all forms of media between 2013 and 2017, according to the Entertainment and Media Outlook report from Price WaterhouseCoopers (PwC).The report indicates that Brazil will be one of the top 8 countries in the world in terms both ad spend and consumer consumption of media & entertainment. In addition, PwC projects that Brazil’s growth will be greater than that of the global average. The chart below shows the compound annual growth rate (CAGR) for each form of media in Brazil, along with the global average for comparison purposes.
According to PwC, Brazil’s most impressive area of growth will be web advertising: 18% per year from 2013 through 2017, compared to just 13% growth for the rest of the world in that period. Clearly, PwC projects that advertisers will seek to take advantage of Brazil’s deepening Internet and mobile Internet penetration. Video games is another interesting area of growth: Brazil’s CAGR for video games is more than double the rate of the global average. Also noteworthy is a powerful rate of growth for out-of-home advertising in Brazil, also more the double the average growth projected for the rest of the world.
Finally, the PwC report highlights the strength of traditional media in Brazil. At a time in which print media is suffering reductions in circulation and ad revenue in other parts of the world, PwC forecasts a CAGR of nearly 7% for magazines and of 4.3% for newspapers in Brazil. The firm also projects strong growth for radio and TV, both free and pay.
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