The Brazilian media industry is one of the most attractive media markets in the world. With its strong economic growth, large and growing urban population and high literacy rates, Brazil is one of the most exciting destinations for investment in the media segment. This report provides a comprehensive overview of the Brazilian media market covering the market size and structure of each of the major segments (television, radio, newspapers, magazines, outdoor advertising, online media). It also includes detailed profiles of leading Brazil companies such as Globo and Abril.

1. Brazil – Media Industry
Profile
Country Profile
August 2009
For information and analysis on the global media industry, visit G2Mi.com.

2. ABOUT THE AUTHOR
This report is published by Heernet Ventures Limited. The company provides research, analysis and advisory
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3. Table of Contents
COUNTRY PROFILE
MEDIA MARKET OVERVIEW
MARKET CHARACTERISTICS
ADVERTISING ANALYSIS
TELEVISION
RADIO
NEWSPAPERS
MAGAZINES
OUTDOOR ADVERTISING
TELECOMS ENVIRONMENT
FOREIGN INVESTMENT
COMPANY PROFILES
EDITORIAL ABRIL SA
GRUPO BANDEIRANTES DE COMUNICACAO
ORGANIZAÇOES GLOBO

4. Table of Figures
FIGURE 1. BRAZIL, KEY MACRO-ECONOMIC DATA
FIGURE 2. BRAZIL, GROWTH IN POPULATION
FIGURE 3. MAP OF BRAZIL
FIGURE 4. BRAZIL, GDP GROWTH (1990-2008)
FIGURE 5. BRAZIL, 20 MOST POPULOUS CITIES
FIGURE 6. BRAZIL, GDP GROWTH RATE (QUARTERLY)
FIGURE 7. BRAZILIAN ADVERTISING, GROWTH (1996 – 2008)
FIGURE 8. BRAZILIAN ADVERTISING DATA BY MEDIA (2001 – 2008)
FIGURE 9. BRAZILIAN ADVERTISING, % SPLIT BY ADSPEND TYPE (2008)
FIGURE 10. BRAZILIAN TELEVISION, AUDIENCE SHARE OF LEADING CHANNELS
FIGURE 11. BRAZILIAN TELEVISION, MAJOR OPERATORS
FIGURE 12. BRAZILIAN TELEVISION, ADSPEND GROWTH
FIGURE 13. BRAZILIAN RADIO, MAJOR PLAYERS
FIGURE 14. BRAZILIAN RADIO, ADSPEND GROWTH
FIGURE 15. BRAZILIAN NEWSPAPERS, LEADING PAID NEWSPAPERS (BY AVERAGE DAILY CIRCULATION)
FIGURE 16. BRAZILIAN NEWSPAPERS, DAILY CIRCULATION TRENDS
FIGURE 17. BRAZILIAN NEWSPAPERS, AVERAGE DAILY CIRCULATION (BY IVC)
FIGURE 18. BRAZILIAN NEWSPAPERS, NUMBER OF NEWSPAPERS IN CIRCULATION
FIGURE 19. BRAZILIAN NEWSPAPERS, PENETRATION OF WEEKLY NEWSPAPERS (%)
FIGURE 20. BRAZILIAN NEWSPAPERS, DAILY CIRCULATION TRENDS (%)
FIGURE 21. BRAZILIAN NEWSPAPERS, TOTAL VOLUME OF ADVERTISING PAGES SOLD IN NEWSPAPERS
FIGURE 22. BRAZILIAN NEWSPAPERS, NUMBER OF NEWSPAPERS PUBLISHED IN EACH REGION
FIGURE 23. BRAZILIAN NEWSPAPERS, ONLINE NEWSPAPER READERS
FIGURE 24. BRAZILIAN NEWSPAPERS, ADSPEND
FIGURE 25. BRAZILIAN NEWSPAPERS, ADSPEND GROWTH
FIGURE 26. BRAZILIAN NEWSPAPERS, LEADING ADVERTISERS
FIGURE 27. BRAZILIAN NEWSPAPERS, ADSPEND SEGMENTATION
FIGURE 28. BRAZILIAN NEWSPAPERS, TOP 10 ADVERTISING CATEGORIES
FIGURE 29. BRAZIL ONLINE, INTERNET USERS
FIGURE 30. BRAZIL ONLINE, LEADING WEBSITES
FIGURE 31. BRAZIL ONLINE, LEADING SOCIAL NETWORKING WEBSITES (SEPTEMBER 2008)
FIGURE 32. BRAZIL ONLINE, B2C E-COMMERCE GROWTH
FIGURE 33. BRAZIL ONLINE, BUYER TRENDS
FIGURE 34. BRAZIL ONLINE, RETAIL MARKET REVENUE
FIGURE 35. BRAZIL ONLINE, BROADBAND USERS (TELECOMUNICAÇÕES DE SÃO PAULO S.A. – TELESP)
FIGURE 36. BRAZILIAN MAGAZINES, CIRCULATION GROWTH
FIGURE 37. BRAZILIAN MAGAZINES, CIRCULATION TRENDS
FIGURE 38. BRAZILIAN MAGAZINES, LEADING WEEKLY TITLES (BY CIRCULATION)
FIGURE 39. BRAZILIAN MAGAZINES, LEADING MONTHLY TITLES (BY CIRCULATION)
FIGURE 40. BRAZILIAN MAGAZINES, ADSPEND GROWTH
FIGURE 41. BRAZILIAN MAGAZINES, NUMBER OF PAGES FOR ADVERTISING BY GENRE
FIGURE 42. BRAZILIAN OUTDOOR ADVERTISING, ADSPEND GROWTH
FIGURE 43. BRAZILIAN OUTDOOR ADVERTISING, KEY PLAYERS
FIGURE 44. BRAZILIAN TELECOMMUNICATIONS, MARKET SHARE OF MOBILE OPERATORS
FIGURE 45. BRAZILIAN TELECOMMUNICATIONS, MOBILE SUBSCRIBERS
FIGURE 46. BRAZIL, FDI TRENDS
FIGURE 47. BRAZIL, FDI (DISTRIBUTION BY COUNTRY)
FIGURE 48. EDITORIAL ABRIL, SUMMARY FINANCIALS
FIGURE 49. EDITORIAL ABRIL, SUBSIDIARIES
FIGURE 50. GRUPO ABRIL, KEY ACTIVITIES

5. FIGURE 51. EDITORIAL ABRIL, PUBLICATION TITLES
FIGURE 52. EDITORIAL ABRIL, TOP 20 MAGAZINES BY CIRCULATION
FIGURE 53. EDITORIAL ABRIL, TOP 20 MAGAZINE BY SUBSCRIPTIONS
FIGURE 54. EDITORIAL ABRIL, TOP 20 WEBSITES BY VIEWERSHIP
FIGURE 55. EDITORIAL ABRIL, TELEVISION CHANNELS
FIGURE 56. EDITORIAL ABRIL, BASIC FINANCIAL INFORMATION
FIGURE 57. EDITORIAL ABRIL, KEY MANAGEMENT
FIGURE 58. BANDEIRANTES GROUP, KEY ACTIVITIES
FIGURE 59. BANDEIRANTES GROUP, RADIO STATIONS
FIGURE 60. BANDEIRANTES GROUP, TELEVISION CHANNELS
FIGURE 61. BANDEIRANTES GROUP, NEWSPAPER TITLES
FIGURE 62. BANDEIRANTES GROUP, WEBSITES
FIGURE 63. BANDEIRANTES GROUP, KEY MANAGEMENT
FIGURE 64. GLOBO, SUMMARY FINANCIALS
FIGURE 65. GLOBO, KEY ACTIVITIES
FIGURE 66. GLOBO, SUBSIDIARIES
FIGURE 67. GLOBO, TELEVISION CHANNELS
FIGURE 68. GLOBO, BASIC FINANCIAL INFORMATION
FIGURE 69. GLOBO, BASIC FINANCIAL INFORMATION (QUARTERLY)
FIGURE 70. GLOBO, REVENUE BY SEGMENT (QUARTERLY)
FIGURE 71. GLOBO, REVENUE SEGMENTATION (Q3 08)
FIGURE 72. GLOBO, KEY MANAGEMENT TEAM

6. The Brazilian media industry is one of the most attractive media markets in the world. With its
strong economic growth, large and growing urban population and high literacy rates, Brazil is one
of the most exciting destinations for investment in the media segment. This report provides a
comprehensive overview of the Brazilian media market covering the market size and structure of
each of the major segments (television, radio, newspapers, magazines, outdoor advertising, online
media). It also includes detailed profiles of leading Brazil companies such as Globo and Abril.
Introduction
Heernet Venture’s Country Profiles provide a comprehensive assessment of a country’s media
industry. The profiles are an essential tool for media industry professionals and advisors seeking an
up to date overview of the size, structure and competitive environment of a country’s media
industry.
Contents
The profiles contain: an economic and demographic country overview; historic and current adspend
analysis by media; descriptions of the key industry segments such as television, newspapers, radio,
magazines and online media. For each industry segment, there is market size and structure data
including information on reach and usage for leading players and products.
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research which is comprehensive, up to date and insightful. In addition to its industry reports and
research, the company also operates the Global Media Market Intelligence website (G2Mi.com)
which carries a wide range of information and analysis on the global media industry.
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Guardian Media Group, Dentsu, Eniro, Bain & Vo., KPMG, Morgan Stanley and Apax Partners.

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