Monthly media reach in Brazil 2021

As of September 2021, 89 percent of consumers interviewed across Brazil's 14 largest advertising markets reported consuming digital media throughout the 30 days preceding the survey. The reach of out-of-home (OOH) media and free TV stood at 88 and 84 percent. Those were the only three options reaching more than half of the Brazilian population.

A connected nation

The number of internet users in Brazil has continuously risen throughout the past years. Between 2018 and 2022, the figure grew by almost 20 percent, reaching nearly 168 million people in the latter year. With a larger online population comes the demand for interaction over the web. In 2019, little more than two-thirds of Brazilians were on social networks. Just three years later, over three out of four people accessed this type of platform.

OOH media and free TV in Brazil

The exposure in elevators, streets, and billboards attracts some of the most influential corporations to find a spot amidst cityscapes. The list of Brazil's leading OOH advertisers included heavy hitters like banks Santander and Itaú, as well as McDonald's, Telefónica, and Netflix. Meanwhile, free TV remained a profitable business, with the South American country's three most-viewed channels topping the ranking of Brazilian media and publishing companies by revenue in 2021.