Advertisers in Brazil: 22.7% are entrepreneurs, indicates research by Serasa Experian

Survey also shows that the estimated monthly income of professionals of 46.7% is between R$ 2.5 thousand and R$ 5 thousand

Serasa Experian carried out a survey to understand the profile of advertisers in Brazil. According to the research, there are almost 200 thousand people classified in this profession, of which 22.7% are considered “business owners” – entrepreneurs or independent professionals. Their estimated personal income of 46.7% is between R$ 2,501 to R$ 5 thousand monthly. In comparison to the general Brazilian population, 22.1% fits this classification. While 67.7% of Brazilians earn up to R$ 2.5 thousand monthly, 28.6% of these professionals are in this range. 

Still in the assessment of income, the research also revealed the social class of Brazilian advertisers and it was possible to affirm that this group is concentrated in the highest classes of the population: 7.4% are from “A”, 49.1% from “B” and 31.9% of “C”. See, in the following graph, the complete detail of this section compared to the Brazilian population:

Credit and Finance Score: Advertisers are good payers

Furthermore, according to the survey, after crossing this profile with Serasa Experian's Credit and Finance Score, 62.16% of advertisers in the country have a Credit Score above 500. This score range considers those who are good payers and who can take advantage of the best loan and financing conditions on the market. In this view, the study indicated that four out of every 10 advertisers (43.0%) tend to be credit borrowers – a trend slightly higher than the rest of the Brazilian population (33.2%). 

Of the advertising professionals in Brazil, 56.1% are likely to be customers of digital banks and 45.2% have an “investor profile”. The numbers are above the general Brazilian population reference, where the numbers are 45.8% and 31.9%, respectively. 

Methodology

To carry out the “Profile of Advertisers in Brazil” survey, in January 2024, analytical intelligence was combined with Serasa Experian's big data ecosystem through Polis, a Datatech solution aimed at the marketing market that generates insights and enables study and segmentation of audiences using exclusive filters. For audience segmentation, a combination of customer profiles was used based on the Brazilian Classification of Occupations (CBO) and segmentation of Public Relations, Advertising, Marketing and Commercialization Professionals. The data is captured and analyzed in accordance with the General Data Protection Law No. 13,709/2018 (LGPD). 

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