Market Insights Advertising & Media Advertising

TV & Video Advertising - Brazil

Brazil

Ad spending in the TV & Video Advertising market in Brazil is forecasted to reach US$7.20bn in 2024.
The largest market is Traditional TV Advertising, with a market size of US$4.92bn in 2024.
When compared globally, the United States will lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is estimated to be US$27.87 in 2024.
By 2029, the number of TV Viewers in Brazil is expected to reach 181.80m users.
Brazil's TV & Video Advertising market is rapidly shifting towards digital platforms, reflecting the country's embrace of technological advancements in advertising strategies.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Brazil has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Brazil have shifted towards consuming video content on digital platforms. This can be attributed to the increasing availability of high-speed internet and the proliferation of smartphones. Brazilians are now spending more time watching videos on platforms such as YouTube and streaming services like Netflix. As a result, advertisers are adapting their strategies to reach these consumers on digital channels. Trends in the market indicate a shift towards programmatic advertising in Brazil. Programmatic advertising allows for targeted and automated ad placements, which can increase efficiency and effectiveness. Advertisers are leveraging data and technology to deliver personalized messages to consumers, maximizing the impact of their campaigns. This trend is driven by the growing availability of data and the desire to optimize advertising budgets. Local special circumstances in Brazil also contribute to the development of the TV & Video Advertising market. Brazil has a large and diverse population, with different regions and demographics requiring tailored advertising strategies. Advertisers need to consider cultural nuances, language preferences, and regional differences when creating their campaigns. Additionally, Brazil has a vibrant creative industry, which has led to the production of high-quality and engaging video content. Underlying macroeconomic factors have played a role in the growth of the TV & Video Advertising market in Brazil. Despite facing economic challenges in recent years, Brazil has shown resilience and has been recovering steadily. This has led to increased consumer spending and confidence, creating opportunities for advertisers to reach a larger audience. Furthermore, Brazil has a strong media industry, with a wide range of TV channels and production studios, providing advertisers with diverse options to showcase their products and services. In conclusion, the TV & Video Advertising market in Brazil is developing due to customer preferences shifting towards digital platforms, the adoption of programmatic advertising, local special circumstances that require tailored strategies, and underlying macroeconomic factors that support consumer spending. Advertisers in Brazil are embracing these trends and leveraging technology and data to reach their target audience effectively. As the market continues to evolve, advertisers will need to stay agile and adapt their strategies to stay competitive in this dynamic landscape.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.