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Brazil b’cast bounces back

Biz sees increased revs despite inflation

RIO DE JANEIRO — Brazil’s broadcast networks took in 578 million reals ($199 million) in ad revenue in September, up 41.6% from September 2002, pointing to a recovery after a poor performance in the first half of 2003.

However, their accumulated ad revenue for the nine months of 2003 was $1.53 billion, up 7.4% compared with the same period a year ago — an increase outpaced by the rate of inflation, which was about 8%.

The figures are generated by PricewaterhouseCoopers’ Inter-Meios project, the most reliable ad revenue study in the country.

“Yes, we are experiencing a recovery, but the growth is nominal — not above the inflation rate,” a Meio & Mensagem spokeswoman said.

She expects this trend to continue in the last quarter of this year.

Despite the sluggish growth for the full year, free TV still commands the biggest piece of the ad pie in Brazil. In September only, the broadcast webs netted 59.1% of the total ad investment in the country, followed by newspapers (16.2%) and magazines (10.6%).

Pay TV operators and programmers attracted $6.3 million that month, or just 1.9% of the total.

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