Tuesday, 20 March 2012

Advertising and media usage in Brazil

Previous post discussed digital opportunities in Brazil and now I am focusing more on advertising and media in Brazil providing some examples.

You cannot afford to skimp on advertisement in Brazil. Many will consider Brazil to be one of the most advanced and demanding countries in the world in terms of innovative and creative advertising campaigns.

Brazil enjoys an international reputation for producing some of the world's most creative advertising. The mere mention of Brazil to advertising professionals evokes images of innovative, appealing print ads and commercials—many that have taken top prizes at the Cannes Lions International Advertising Festival and other international competitions.

Advertisements are, like in other countries, a multi-channel experience and for the upper class it is expected that brands also connect with their customers in social channels like Facebook and Twitter.
Advertising in Brazil is perceived as both very creative and emotional – truly expressional. What else could we expect from the Carnival people? :)

Media usage
Newspapers and magazines
Recent studies show that almost half of the Brazilian population read the newspaper. This number comprises those who read it everyday and those who read it only on the weekends.
In big cities, an important fact concerning reading habits is the distribution of free newspaper copies by transportation companies, private institutions and also, just like it is observed in many cities of the world, by Metro International.

According to the same studies, 1/3 of the population reads magazines. Newspapers are mostly read by people from 25 to 39 years old. Younger people (from 16 to 24) prefer to read magazines.


Whenever a new technology arises, the radio is the first communication vehicle to be seen as having its days numbered. However, it has resisted for over 100 years and does not seem to be threaten by new technologies.
An example of it is its strength in Brazil, where 80% of the people claim to listen to it. Out of this amount, 70% listen to the radio at home, while the rest listen to it on the go (in the car, on the mobile phone, etc). 

Television is the most popular media in Brazil, present in 95% of the households. Broadcasting TV is the most popular one, watched by 83% of the population. Only 10% of Brazilian people watch paid TV.
In general, Brazilians spend 3,5 hours watching TV. The impact television has over Brazilians is extremely strong. In Brazil, a current tendency is the one of watching TV without using a TV equipment. More and more computers and mobile phones have been replacing the television and it is very common to see people watching “TV”on the go.

In 2010, Brazil had 203 million mobile phones and the forecast for 2011 is of 233 million devices. Mobile internet is constantly growing. In 2010, Brazil had 21 million devices used to provide access to internet, representing 60% of the total number of this type of devices in Latin America (36 million).
The number of access to the internet through mobile devices jumped from 79 thousand to 212 thousand in six months.
Emergent classes use the mobile phones as a tool to achieve digital inclusion as internet for mobile phones is significantly cheaper than regular broadband.

In 2010, there were 81,3 million internet users in Brazil. Out of this amount, 31% use internet cafes and 27% access the web from home. The rest is divided between the users who access the web from their mobile phone and from work or friends' houses. 
The average time on the web per user is of 3 hours a day and 60% of these users admit to have replaced the traditional media for the internet. 
People like to interact with what they are watching and Internet has made it possible. In Brazil, several TV shows receive material contributions from its spectators and in some cases, the material is exhibited in prestigious news broadcasters. 
As internet penetration levels increase in Brazil, significant changes in advertisement have been observed. Traditional media has been losing spot to a more interactive environment, changing the advertisement industry in Brazil.

 And now two examples...

Smirnoff’s Brand Adaptation in Brazil & Other Caipirinha Variations
A Caipiroska is a Caipirinha that is mixed with vodka instead of rum.
It seems that the beverage company Smirnoff is trying to capitalize on the premixed drink market right now, and they are doing very verrrry well for themselves in Brazil. Smirnoff Ice, for example has become the go-to alternative to the watery and ubiquitous Brazilian beer Skol at nightclubs. In Brazil, people don’t bother to say “Smirnoff” they just refer to the drink simply as an “ice” (pronounced “icy” in Portuguese) which is testament to the lack of competition in the alcohol scene in Brazil. It’s usually either “give me a skol” or “give me an ice” and that’s it.  However, now there is not only Smirnoff Ice, but the brand is now offering its own capiroska, which comes in It comes in three flavours: lime, passion fruit or red berry.

Another example is print ads of Havaianas - Ad Campaign 2010 Created by AlmapBBDO São Paulo

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