Market Insights Advertising & Media Advertising

TV & Video Advertising - South America

South America

Ad spending in the TV & Video Advertising market in South America is forecasted to reach US$10.95bn in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$7.47bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$21.47 in 2024.
By 2029, the number of TV Viewers in South America is anticipated to reach 0.36bn users.
In Brazil, the TV & Video Advertising market is seeing a shift towards digital platforms, reflecting changing consumer preferences and technological advancements.

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 South America is experiencing significant growth and development, driven by several key factors.

Customer preferences: Customers in South America are increasingly turning to TV and video advertising as a means of reaching their target audience. The popularity of television and video content in the region has led to a high demand for advertising space, as companies seek to capitalize on the large viewership numbers. Additionally, consumers in South America are becoming more receptive to advertising messages, as they recognize the value of targeted marketing in meeting their needs and preferences.

Trends in the market: One of the key trends in the TV & Video Advertising market in South America is the shift towards digital advertising. With the increasing availability of high-speed internet and the proliferation of smartphones and other digital devices, consumers in the region are spending more time online. This has created new opportunities for advertisers to reach their target audience through digital channels, such as streaming platforms and social media. As a result, companies are investing more in digital advertising to take advantage of the growing online audience. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows companies to automate the process of buying and selling ad space, using algorithms to target specific audiences and optimize ad placement. This technology has gained traction in South America, as it offers greater efficiency and effectiveness in reaching the right audience at the right time. Programmatic advertising also provides advertisers with real-time data and insights, enabling them to make data-driven decisions and improve their advertising strategies.

Local special circumstances: One of the unique aspects of the TV & Video Advertising market in South America is the dominance of local content. South American countries have a rich cultural heritage and a strong sense of national identity, which is reflected in their television and video programming. This has created a strong demand for advertising space on local channels, as companies seek to connect with the local audience and align their brand with the local culture. Advertisers in South America often prioritize local content and partnerships, in order to resonate with the target audience and build brand loyalty.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in South America is also influenced by underlying macroeconomic factors. The region has experienced steady economic growth in recent years, which has led to an increase in consumer spending power. This has created a larger market for advertisers, as companies have more resources to invest in advertising campaigns. Additionally, South America has a young and growing population, which presents a lucrative opportunity for advertisers to target the youth market. The combination of economic growth and a young population has contributed to the expansion of the TV & Video Advertising market in South America.

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.