Brazil s Media Market Key Trends, Data Points and Impact on Consumer Purchase Decisions

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1 Brazil s Media Market 2014 Key Trends, Data Points and Impact on Consumer Purchase Decisions

2 A GROWING CONSUMER CLASS: THE SURGE OF CLASS C

3 CLASS B IS RESPONSIBLE FOR THE MOST CONSUMPTION IN BRASIL D, 4% E; 0.1% A1, 3% C2, 9% A2, 16% C1, 17% B2, 26% B1, 25% Source: FecomercioSP

4 BUT CLASS C IS KEY FOR MARKETERS. WHY? FIRST, IT S GROWING RAPIDLY. 40,000,000 Brazilians joined Class between ,000,000 Brazilians were class C in % of the population In % of the population will be Class C Source: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular

5 SECOND, CLASS C IS SPENDING HUGELY: R$1,089,000,000,000 Class C will spend $1.089 trillion reais in 2012, then Source: IPC Target

6 THIRD, CLASS C WILL SPEND A LOT MORE, VERY SOON. R$1,460,000,000,000 By 2015 Class C will spend R$1.46 trillion, more than classes A and B combined Source: FecomercioSP

7 Ad Spend in Brazil

8 BY 2014 BRAZIL WILL BECOME THE #5 AD MARKET IN THE WORLD Rank Country #1 United States #2 Japan #3 China #4 Germany #5 Brazil Ad Spend in 2014 (billions) 173,593 53,434 48,755 27,548 22,216 Source: Zenith Optimedia

9 IN JUST 3 YEARS, AD SPEND IN BRAZIL WILL GROW BY 45%: US$15.3 BILLION TO US$22.2 BILLION Source: Zenith Optimedia

10 OOH AND PAY TV GREW THE MOST IN AD SPEND IN 2013 MORE THAN TWICE THE AMOUNT OF FREE TV, WHILE INTERNET DROPPED.* 25.00% 21.82% 20.00% 18.00% 15.00% 10.00% 10.45% 9.84% 5.00% 0.00% -7.55% -5.60% -3.76% 2.12% -5.00% % Source: Projeto Inter-Meios. *This source does not count search ads or social, so the Internet ad spend figures are actually higher in Brazil.

11 FREE TV LED 2013 AD SPEND SHARE IN BRAZIL. 3.45% 0.32% 0.62% 4% 4.45% TV 4.9% Newspapers Magazines 6% Pay TV 10% Newspapers 11.8% Free TV 63% Radio Internet OOH Cinema 66% Guides Source: Projeto Inter-Meios

12 IAB BRASIL PROJECTS A 25% INCREASE IN ONLINE AD SPEND FOR UNLIKE PROJECTO INTER-MEIOS, IAB BRASIL TRACKS AD SPEND FOR DISPLAY, SOCIAL AND SEARCH. Newspapers 11.8% By this metric, ad spend in Brazil went up by 25.9% in 2013 and will increase another 25% in 2014 Free to reach TV 63% R$7 billion (US$3.1 billion) Source: IAB Brasil

13 2013 Media Penetration Rates in Brazil 100% 90% 96% 80% 70% 60% 50% 83% 73% 60% 40% 30% 20% 10% 0% 40% 36% 31% Source: IBOPE Media Book 2013

14 2013 MEDIA CONSUMPTION IN BRAZIL (VARIOUS SOURCES) COUNTRY TV RADIO NEWSPAPERS MAGAZINES INTERNET Argentina Brazil Chile 6 hrs/day 20 hrs/week 3 hrs, 52 min/day 56% listen daily 69% listen daily 70% buy daily newspaper no data 26 hrs/month 31% read 35% read newspapers magazines 3.5 hrs/day 48% listen daily 20% read newspapers no data 11 hrs/week Colombia 4hrs/day 2.4 hrs/day 13% read newspapers no data 4.3 hrs/day Mexico Peru Uruguay 2-4 hrs/day 3 hrs, 20 min/day no data 56% listen daily 27% read newspapers no data 5 hrs/day online 2 hrs, 53 min/day 30 minutes/day no data 2 hrs, 40 min/day 61% listen daily 12% read every day no data no data Sources: LAMAC, Consejo Nacional de Lectura, ENTIC, comscore, IBOPE, Motorola Mobility, Secom, Encuesta UDP, UM Chile, DANE, EGM, Google, Notimex, Asociación Mexicana de Internet, ConcorTV, Opción Consultores

15 PERCENTAGE OF BRAZILIANS WHO USE MAJOR MEDIA TYPES FROM 1-7 DAYS PER WEEK 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 97% 60% 48% 31% 24% 13% TV Radio Internet Pay TV Newspapers Magazines Source: Secretaria de Comunicação da Presidência da República, March 2014 report

16 Print Media in Brazil

17 Newspapers posted a dip in 2013 after growth in % 1.8% BRAZILIAN NEWSPAPERS CIRCULATION DROP, BRAZILIAN NEWSPAPERS, CIRCULATION GROWTH, % OF BRAZILIANS READ NEWSPAPERS 2 Sources: 1 Instituto Verificador de Circulação, 2 Secretaria de Comunicação Social da Presidência da República

18 Magazines with digital editions are growing but the ones without them are losing circ. 39% 3.1% increase for magazines with digital versions 3 to 4.4 % decrease for magazines without digital versions Sources: Instituto Verificador de Circulação

19 TV in Brazil

20 Free TV commands a huge audience in Brazil 175 MILLION BRAZILIANS WATCH TV REGULARLY 90% OF BRAZILIANS SAY TV IS THEIR PREFERRED NEWS SOURCE 1 3 HOURS 29 MINUTES Average time spent watching TV in Brazil 3 Sources: 1 Datafolha, 2 Instituto Brasileiro de Geografia e Estatística, 3 Secretaria de Comunicacao Social de Presidencia da Republica, Pesquisa Brasileira de Mídia, 2014

21 but pay TV is growing strongly MILLION BRAZILIAN HOUSEHOLDS SUBSCRIBE TO PAY TV: 90% will have it by % 18% Pay TV ad spend increase in Pay TV ad spend increase in % OF NEW PAY TV SUBSCRIBERS ARE CLASS C OR D Sources: 1 Agência Nacional de Telecomunicações (Anatel), 2 Projeto Inter-Meios, 3 Data Popular

22 Radio in Brazil

23 Radio has deep penetration in Brazil. Radio is present in 9 out of 10 Brazilian homes 1 75% of Brazilians say they have listened to the radio in the past 7 days, which ranks radio #3 in terms of media consumed in Brazil 2 49% of Brazilians with cell phones that allow them to listen to the radio, do so 2 Sources: 1 Levantamiento Sócio Económico do IBOPE Media, 2 Target Group Index do IBOPE Media

24 Brazilian radio delivers a range of interesting market segments. 80% of the 29.9 million cars in Brazil have a radio 1 In cars, most listeners are men of AB classes between 25 and 54 (32%) 2 Most radio listeners are women CDE classes (36%) 2 On public transportation, 63% of radio listeners are young people Fontes: 1 Instituto, 2 IBOPE

25 Internet in Brazil

26 The Internet audience in Brazil grew by 157% between 2006 and 2012 and will nearly double 2 years from now. In 2013 there were 105 By % of Brazilian households will have Internet access 2 million Internet users in Brazil 1 This means Brazil s Internet audience will reach 168 million 2 Sources: 1 comscore, 2 Comite Gestor da Internet

27 Other key data points to consider: 43 million access the Internet via mobile devices 1 70 million Brazilians are active Internet users accessing from either home or work million Brazilians visited travel sites to plan travel in July % increase from July Brazil had 140 million active mobile Internet subscriptions broadband subscribers in February % growth compared to Sources: 1 F/Nazca Saatchi & Saatchi & Datafolha January 2014, 2 comscore, 3 Anatel

28 Internet ads hugely influence the purchase decisions of Brazilians. Here s why: 67% of female shoppers in Brazil use the Internet as a source before shopping for products or services 1 95% of Brazilian consumers look for information online before buying a car 2 Sources: 1 IDG, 2 Oh! Panel

29 Internet also helps close the sale: 68% of Brazilian Internet users say that online ads influence their purchasing decisions 1 57% of Brazilian Internet users say that Internet ads motivate them to buy the products that are advertised 2 56% of Internet users in Brazil say that Internet ads motivate them to visit online stores 2 56% of Brazilian social media users say they use social media to buy products 3 Sources: 1 Deloitte Media Democracy, 2 IAB Brasil, 3 Oh! Panel

30 In addition, offline media drive the effectiveness of online campaigns in Brazil. 79% of Internet users in Brazil search for products after being impacted by offline media Top offline media that drive Brazilians to search products online are TV (51%), print (35%) and Out of Home (27%) Source: Iprospect & Google Brazil

31 Top Activities Among Brazilian Internet Users: 1 - SHOP 51 million Brazilians visited e-commerce sites in LOOK FOR DEALS Coupon sites in Brazil are growing by more than 100% a year 2 3 SOCIAL MEDIA 97% of Brazilian Internet users are on social media 3 4 READ BLOGS 5 PLAY GAMES 6 WATCH VIDEOS Blogs have 96% penetration rate among Brazilian Internet users*** and 91% penetration rate among Brazilian executives 4 Brazilians will spend $2.4 billion playing online games by Brazil leads Latam in number of online videos watched and in number of unique viewers 3 Sources: 1E-bit, 2Meliuz, 3comScore,4CDN, 5Superdata Research

32 E-Commerce in Brazil

33 E-commerce in Brazil grew in 2013 to reach US$13 billion and will grow by 20% in Source: e-bit Top categories with Brazilian online shoppers: 1. Clothes and accessories 2. Appliances 3. Books and magazines 4. Tech products 5. Cell phones 79% of Brazilians surveyed by Mobile Entertainment Forum in 2011 said they use their cell phones in some phase of purchase process 72% of Brazilians surveyed in 2011 by Associação Brasileira das Empresas de Cartões de Crédito e Serviços had a credit or debit card

34 Social Media in Brazil

35 Social Media have deep penetration and brand engagment. 97% 77% 58% of Brazil s online population is on social media 1 of Brazilians who have a Facebook account interact with a brand online 2 of Brazilians who use Twitter read posts from their favorite companies 2 Source: 1 comscore, 2 ExactTarget

36 Social media also significantly impact the purchase process. 61% of Brazilians look for product information on social media pages before buying 1 42% of Brazilian consumers between 25 and 44 make a purchase after receiving a marketing message through a social network 2 Source: 1Oh! Panel study, 2ExactTarget

37 Online Videos in Brazil

38 Brazil has the largest audience for online videos in Latin America. There are 42.9 million unique online video viewers in Brazil 1 84%: the reach of online video in Brazil, an audience of 105 million, is larger than the Internet audience of Mexico and Argentina combined 2 Sources: 1 ComScore, 2 YouTube 5.4 billion online videos were viewed in Brazil in August 2012, a 74% increase compared to August

39 Beyond growth, online video offers superb ROI potential. 18% growth in online videos viewed per viewer in Brazil between 2011 and Advertisers fail to reach 30% of the audience via just TV but can gain 16% of effective reach by combining TV and online video advertising 1 Brazil is the 5 th biggest market in the world for based on video views 2 In 2011, YouTube grew by 67% in video views in Brazil 2 Sources: 1 ComScore, 2 YouTube

40 Mobile Use in Brazil

41 Brazil s mobile market is surging powerfully. 134% Overall mobile penetration in Brazil 1 18% Smartphone penetration in brazil, % Of homes in Brazil can access the web via cell phones 3 123% Increase in smartphone sales in 2013 vs in % Of cell phones sold in Brazil will be smartphones 4 Sources: 1 Agência Nacional de Telecomunicações (Anatel), 2 Kantar Worldpanel, Our Mobile Planet, 3 Instituto de Pesquisa Economica Aplicada, 4 IDC Brasil

42 18% smartphone penetration in Brazil means a market of 36 million smartphone owners. Here s how they use their phones to shop. 80% Research products or services on their phones 94% Notice mobile ads 31% Have bought products using theirs phone 3 of 4 Performed a mobile search after seeing an ad 66% of Brazilian smartphone owners make purchase once a month Once they sought information about businesses, 66% of Brazilian smartphone owners visited the business Source: Google, Our Mobile Planet 2012

43 Tablets are also taking off in Brazil. Tablet sales in Brazil totaled 8.4 million units in 2013, 157% increase compared to % of non-computer web traffic in Brazil is from tablets, 54% from mobile phones 2 Sources: 1 IDC Brasil, 2 comscore

44 As a result, mobile Internet is surging gigantically in Brazil. 60% of class AB Brazilians access the Internet via mobile phones, while 36% of class C Brazilians do this 1 Mobile Internet use in Brazil has grown by 438% since By 2016, 21% of all Internet traffic in Brazil will be from mobile devices like mobile phones and tablet computers 3 Sources: 1 IBOPE/Nielsen Online, 2 TeleBrasil, 3 Cisco

45 About US Media Consulting Launched 2003, US Media Consulting is a leading media services agency that specializes in increasing the efficiencies of agencies in Latin America and in turn their profits. We do this by: Crafting media plans that deliver significant ROI through strategic media selection and efficient campaign implementation Innovating media technologies like MediaDesk the leading programmatic buying platform in Latin America that spike the effectiveness of the digital campaigns that agencies run Bringing new media, firms and technology to Latin America that agencies can use to deliver even better results for their clients Increasing agency profitability through financial operations and campaign management through both experienced staff and leading-edge technology Visit to learn more

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