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Advertising in Argentina - statistics & facts

Argentina is one of the largest markets in Latin America and ranks among the region’s top three advertising spenders. In 2022, ad spending in the South American country increased by 116 percent, partially boosted by a high inflation rate. Additionally, ad spend growth benefited from events enjoying high popularity among Argentinians, such as the Rugby World Cup and the FIFA World Cup, which pushed TV ads up. Expenditures with digital, out-of-home, and cinema advertising also increased that year. Notably, the reopening of movie theaters post-COVID-19 pandemic resulted in a 500 percent growth in cinema ad spend in Argentina. According to forecasts, the overall investment in advertising will amount to an estimated 1.3 billion U.S. dollars in 2023, with digital strongly increasing its presence in the Argentinian ad landscape.

A quick transition to digital ads

Ad dollars follow fast as consumers shift their media consumption preferences toward digital. Currently, over 80 percent of the Argentinian population has access to the internet. Therefore, it is no surprise that online advertising has speedily grown in the country. In 2016, the internet had a 20 percent share in Argentina’s ad spend. In the first half of 2022, online advertising accounted for over 40 percent of the total – roughly the same share recorded by TV ads. With the internet boom, Argentina became one of the fastest-growing digital ad markets worldwide in 2023. In addition, the South American country leads the adoption of mobile advertising in Latin America. In 2022, Argentina increased its mobile ad spending by 75 percent, while the regional average reached 50 percent.

TV still has its power in the Argentinian ad landscape

Despite the increasing flow toward digital ads, TV remains a solid medium for advertising in Argentina. According to a survey conducted in the third quarter of 2022, around 30 percent of the respondents reported discovering new brands, products, and services through ads on television. Additionally, one out of four Argentinians mentioned making such discovery while watching TV shows or movies. Creativity also speaks in favor of television in Argentina: Nearly half of the respondents in another survey considered TV ads the most creative compared to other media. And only five percent felt annoyed by advertising on television, against 70 percent of Argentinians who declared feeling upset with ads on YouTube.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Julia Faria, Mar 9, 2023

Key insights

Advertising spending in Argentina
89.5bn ARS
Share of TV in Argentina's ad spend
41%
Most effective ad agency in Argentina
GUT Buenos Aires
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