18 June 2012
|
Knight Center
A
report published by the Interacting Advertising Bureau, an association
that brings together the main web sites and Internet portals in Brazil,
said that the Internet has surpassed newspapers and has become the
second-most preferred medium for advertising investments in Brazil
during the first quarter of the 2012 year,
reported iG.
The research was based on advertising investments in news sites, search
engines, and price comparison websites, which together amounted to 11.98
percent of the total revenues, while newspapers remained at 11.06
percent of the advertising dollars, estimated at more than $3 billion.
According to the website
Olhar Digital, in 2011 print held second place
with 11.1 percent and the web followed after with 11 percent. Television
came in first in the ranking with 58.4 percent. This year, TV remained
in first place with an even larger share of 60.63 percent of the market.
The new advertising trend follows the growth of online content
consumption, with the cheapening of internet access. In Brazil, however,
readers' transition from print to online has not been significant enough
to impact newspaper circulation, which continues to grow. That growth is
driven by popular newspapers, the opposite of what is happening in the
U.S. and in Europe.
Original source