BV is the term used to describe the Volume Bonus. It is a kind of subsidized payment made to advertising agencies that is made in the same proportion as the amount invested by service contractors when buying media.
Created in the 60's by Rede Globo and Grupo Abril, BV spread through the advertising environment as a form of bonus for improving the service of an advertising agency.
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For example, an advertising agency may receive a bonus in relation to the amount of the budget that aims to disseminate advertising material on TV. The bonus works as a kind of bonus for the volume of material and there are variations when it comes to media for traditional vehicles and the internet.
The BV is an incentive that was approved by law in 2010, by President Luiz Inácio Lula da Silva, through Law 12,332. At the time, it received criticism from the specialized media for its method of prioritizing large vehicles and not guaranteeing informative plurality.