In 2024, gaming and betting companies were the ones that increased their advertising investments the most. This is what the figures from Data Stories – Inside Advertising, by Kantar Ibope Media, indicate. In the comparison between the years 2023 and 2024, the segment increased the volume invested in media purchases by 47%. The data was released on Wednesday (23).
The figures are part of the 46th edition of Data Stories – Inside Advertising, which evaluates media investments in the Brazilian market. According to the analysis, the gaming and betting segment was ahead of all other economic sectors in terms of growth in media investments over the period of one year.
In second place is the Services sector, which, according to Kantar, increased its advertising investments by just 25% last year. Right after it was the Public Administration sector, with growth of 22%, followed by Finance (growth of 22%) and Electronics (increase of 21%).
Kantar maps media investments in Brazil
Kantar’s mapping also showed the economic segments that invested the most in media purchasing in 2024.
According to these figures, the Commerce sector came in first place, accounting for 17% of all advertising broadcast in Brazilian media last year. Next came the financial sector, accounting 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, 10% higher than that recorded in 2023.
The value announced by Kantar is very different from the R$26.3 billion disclosed in the Cenp-Meios panel, also referring to the year 2024.
The difference is due to the fact that Kantar’s monitoring considers the estimate of the negotiated values. Thus, it uses the gross investment as average percentages of discount on media sales.
The Cenp-Meios dashboard is prepared based on data provided by participating agencies through Insertion Requests (PI). In this most recent report, 339 agencies provided information on the amounts spent on media purchases to Cenp-Meios.