By: Tatiana Koike

At a time of crisis in the entire world, special attention is focused on the Latin American Market, more specifically toward the South American giant, Brazil.

The current news confirms: sustained economic growth, solidity to face the attack of the financial crisis, unstoppable creation of employment, discovery of enormous amounts of petroleum in its marine depths, incessant shrinking of social inequality with a consequent sprouting of denominated "new middle-class", political, economic and military leadership in Latin America...I would say that Brazil is in the world's spotlight right now.

Some days ago, Rio de Janeiro was elected the Host City of the 2016 Olympic Games. The Soccer World Cup also will be celebrated in Brazil in 2014. It returns to Brazil for the first time since 1950. The last time it was in South America was in 1978 when it was hosted by Argentina.

All of the mentioned above illustrates the great momentum the country has and will continue to have. Brazil is now one of the most exciting destinations for investment in the media segment. Even though multinationals are cutting their budgets mainly in the US market, the scenario is different in Brazil.

Not only in what I call "south bound operation", but also in the "north bound", as key Brazilian companies have been "internationalized." They are focusing on being more present abroad, particularly advertising in the main financial global publications.

While nowadays it is all about online media, statistics shows that print media is still more relevant in the market, specifically for targeting decision makers that are AB and 40+. According to TGI Latina, the media with the highest affinity in this region are magazines, followed by newspapers even though the pattern is different in terms of reach (broadcast TV and OOH wins, in order of importance).

For effective ways to implement media in the Brazilian market, please contact your US Media Consulting Representative at 305-722-5500.