Media reach in Brazil 2019

During a study conducted in Brazil throughout 2019, around 88 percent of respondents stated that they had consumed out-of-home (OOH) media during the 30-day period preceding the survey. Similarly, 88 percent of interviewees stated that they had consumed digital media. Free-to-air television followed, reaching 87 percent of respondents. That same year, more than 96 percent of Brazilian households had a TV set.

Big reach, big brands

Also in 2019, about 45 percent of all OHH displays across Brazil were either on transit – featured on buses and trains, for instance – or part of the so-called urban furniture, including benches and public clocks. Their massive exposure attracted equally big brands. The following year, four of the top five OHH advertisers in Brazil were global names, the exception being Itaú, one of the largest banks in Latin America.

A digital nation

The number of internet users in Brazil has continuously risen throughout the past years. Between 2019 and 2021, the figure grew by nine percent, reaching almost 162 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 two years later, almost three out of four people accessed this type of platform.