São Paulo residents support advertising to fund urban space recovery

A survey conducted by Instituto QualiBest in partnership with Central de Outdoor indicates high public support for using advertising to fund the recovery and preservation of public and private urban spaces in São Paulo. According to the study, 84% of online respondents and 97% of in-person participants approved of this approach.

Central de Outdoor introduced the concept of ‘regenerative media,’ which links Out of Home (OOH) advertising revenue to local urban improvements, such as landscaping and accessibility enhancements. The organization maintains that this model provides urban benefits without replacing traditional advertising. The survey also noted that among online respondents, 39% identified pollution as a primary urban issue, while 56% of in-person participants cited litter.