World Media in 2005: Brazil

campaignlive.co.uk, Friday, 11 March 2005 04:37PM

Growth and stability are not words usually associated with Brazil's economic prospects but, under president Lula, the 180-million strong population is looking forward to better times.

Brazil is Latin America's biggest and most populous country and contributes about one-third of Latin America's GNP. The country used to be characterised by economic highs and lows, particularly in the aftermath of the devaluation of the real in 1999, although it is now entering a period of apparent stability.

Under the popular president Lula Inacio da Silva - elected with a majority in 2002 - the country is performing better than it has in a long time.

Brazil is one of the BRIC economies (Brazil, Russia, India and China), all of which are destined for impressive economic growth over the next few decades.

But, despite the shoeshine-boy-turned-president's firm pledge to end hunger when he came to power, poverty, crime and unemployment are still rife throughout Brazil. More than one-third of Brazil's population in Rio de Janeiro and Sao Paulo live in slums.

Sao Paulo is the country's most important city, despite Brasilia being the official capital, and is home to the headquarters of Brazil's biggest media companies. The most significant is Globo, an enormous media conglomerate with interests in TV, radio, newspapers, magazines, pay-TV, the internet, theme parks, film and music production. Globo's TV channels alone attract approximately 75 per cent of all TV adspend.

Globo has one of the largest TV audiences in the world, often inspiring more than half of Brazil's 180 million population to tune into its shows. Globo's telenovelas are hugely popular and it boosts its bottom line by exporting these around the world. Terra Nostra was one of its most highly acclaimed series: Globo even produced Terra Nostra-branded wines and pasta sauces in keeping with the Italian storyline. It struck a particular chord because Sao Paulo has a large population of Italians.

Abril Group is one of Brazil's largest publishing companies, attracting more than 60 per cent of all magazine adspend. Its news weekly Veja has built up a reputation for breaking big stories and its eye-catching ads frequently scoop golds at Cannes. But it is Istoe, produced by Editora Tres, that really pushes the envelope in publishing stories about corruption and scandal.

Many media owners have yet to take full advantage of changes in Brazil's media ownership laws that allow foreign investors to own up to 30 per cent of magazines, newspapers and TV or radio stations.

ADVERTISING EXPENDITURE

USdollars million at current prices. *Estimated

News- Mag-

Total papers azines TV Radio Outdoor Internet

1992 2,508 609 211 1,487 122 79 0

1993 2,995 785 240 1,761 120 89 0

1994 4,556 1,185 383 2,592 196 200 0

1995 5,018 1,408 454 2,721 221 214 0

1996 5,952 1,483 503 3,472 240 254 0

1997 6,682 1,550 591 3,998 264 279 0

1998 6,456 1,444 603 3,782 258 369 0

1999 4,378 1,035 429 2,424 206 284 0

2000 5,366 1,154 566 3,105 263 278 0

2001 3,967 844 415 2,334 189 185 0

2002 3,312 664 314 2,014 152 168 0

2003 3,714 664 348 2,237 166 244 55

2004 3,934 679 338 2,465 179 216 57

2005* 4,033 696 347 2,527 183 220 60

2006* 4,196 724 361 2,628 190 230 63

2007* 4,325 745 372 2,707 196 239 66

ADSPEND NOTES

1) After discounts

2) Includes classified

3) Excludes production costs

4) Excludes agency commission (15%)

5) TV includes cable television from 2000

FACTFILE

HIGHEST CIRCULATING

Newspaper: Folha de Sao Paulo (daily, 380,000)

Business magazine: Veja (weekly, 1,108,000)

Consumer magazine: Selecoes do Reader's Digest (monthly, 503,000)

Most-watched TV programme (2003): Novela III

Best new TV format: Panico, a talkshow on Rede TV

MAJOR LOCAL MEASUREMENT TOOLS

Circulation: Institute Verificador de Circulacao (IVC) audits more than

half the daily press

Readership: Ipsos-Marplan Pesquisas

TV viewing: IBOPE

TOP MEDIA OWNERS

Newspapers: Estado de Sao Paulo

Magazines: Veja Nacional

Television: Globo

LOWDOWN

Media topic du jour - Agency fees.

Reigning media guru and why - There is, as yet, no-one who comes close to replacing Roberto Marinho of TV Globo who died in 2004.

Media mogul to be seen dining with and why - Willy Haas at Globo TV is a hugely powerful and influential figure.

Car to drive - A bullet-proof Jaguar.

Top-selling beer brand - Skol.

Phone to carry - Nokia.

Whatever you do, don't say... "What's Globo?"

This article was first published on campaignlive.co.uk

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