Market Report: Brazil 2014

Market Report: Brazil 2014

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At this point in time, Brazil is in ‘hypermediatic’ mode, driven by an overabundance of information, images, platforms, excessive brand offerings, a huge variety of products, screens, restaurants, music, movies and facts that can be found anywhere in the world at any time.

Never before have consumers had so much on tap, combined with the will to choose and consume whatever interests them, as often as they like, anywhere they want. And of course, sharing this content and letting the world know about it.

A transformation in content creation and distribution
Brazilian consumers are profoundly changing the way they relate to media and content. They are now co-authors and can produce their own content singlehandedly within a model of participatory culture. They are in a hurry and want to know about everything on the spot, live, interacting, and in real time.

Both are rare gems in Brazil: great quality content and companies that have mastered branding. And usually, when both of them meet, there isn’t enough money on the table to get this effort in front of a massive audience.

 Domênico Massareto, Chief Creative Officer, Agency ID/TBWA Brazil” 2014

The audience in Brazil is directly involved in the circulation of content, at the same time as the reality of the broadcast system and the centralised media (distribution of content) still reigns in the country. This means that the ‘stickiness’ logic still dominates, facing the powerful rise of a ‘spreadability’ logic model. The largest share of media spending in Brazil is dedicated to traditional advertising media based on impact, especially for TV and the Internet. But on the other hand, we are living intensely in the ‘Social Conversation Era’ where the circulation of media content is also a big reality.

50 years ago, South American households had access to only two TV channels, with only one TV programme produced by a major player, so advertisers promoted their products without any problem.

Fast forward to the ’80s and there were 65 TV channels, AM radio gave way to FM, the production of content remained in the hands of the major players, but there was so much content to produce that independent producers such as Endemol and Fremantle started to emerge.

Nowadays, this story is being written all over again. Since the arrival of the digital era, entertainment content has multiplied a thousandfold on the web, tablets, phones and smart TV. The big question is: where will the money come from to produce so much content? Advertisers.

Rodrigo Figueroa Reyes, Founder & CEO, FiRe Advertainment, Argentina

Brazil in the social era

  • Population: 190.7 million
  • Internet users: 105 million
  • Internet coverage: c.20 million more domestic users were connected in the past two years, reaching a total of 76.62 million in 2013 – a 32% rise.
  • Mobile connection: 56% use Internet via smartphones and tablets; 52 million people access the web via mobile phones.
  • Brazil has 142.7million mobile phone users – c.71% of the total population.
  • Second screen: almost 7 in 10 Brazilians use TV and smartphones at the same time (Ipsos research for Google Brazil, August 2013).
  • 63 million Brazilians use at least two screens daily (TV + computer); 30 million use three screens (TV + computer + smartphone). For 75% of users, the main smartphone feature used is to access social media.
  • Social media: Facebook Brazil has 76 million users. Brazilians use Facebook more often than Indians, making Brazil the second country in the world in daily access, only behind the USA.
  • Brazil has the second largest teenage population on Facebook: 12.2 million users aged 13-17 years old. But they are seeking agility and private conversations, so migrating to apps such as Whatsapp and Snapchat.

Sources: IBGE, Ibope

You can read the full report over on the Best of Branded Content Marketing (BOBCM) site. You can aslo find out more about the BCMA’s South American Chapter here, as well as see the following Brazilian case studies from the Best of Branded Content Marketing: Volume II: