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Advertising in Chile – statistics & facts

The Chilean advertising industry has come a long way – and the prognostics are just as promising. In 2023, advertising spending in Chile will amount to an estimated 1.6 billion U.S. dollars. With an expected growth rate of about 28 percent within the following four years, the annual figure would reach two billion dollars by 2027. If confirmed, that double-digit expansion would keep a rising trend. Domestic sources showed that Chile's ad expenditure surpassed 942 billion Chilean pesos in 2022, up over 30 percent compared to half a decade earlier. Part of this result comes from the South American country's performance online. According to forecasts, Chile will be the third-fastest-growing digital advertising market worldwide in 2023, with an annual increase rate of 17 percent.

Digital ads: potential and limitations

Between 2017 and 2022, Chile's digital ad spending grew almost threefold, reaching nearly 456 billion pesos in the latter year. Albeit consistently rising since the first half of the past decade, the figure increased sharply after the first year of the pandemic, suggesting that mobility restrictions took consumers' relationship with the internet to a whole other level. Considering exclusively numbers provided by members of an association of media agencies, social media ads alone accounted for roughly one-third of the online ad spend. Display ads made up less than 30 percent of the total. Meanwhile, the audience's reception of digital advertising is a mixed bag. Almost four out of 10 internet users surveyed in Chile in late 2022 said they did not mind the ads if they received free content in return. However, half of the respondents reported often feeling annoyed by online ads, and more than one-third were upset whenever they got advertising based on their search history.

Ads between a selfie and a dance

Social networks have become a crucial subsegment in a market where consumers rely on them to find products and services to meet their needs. In Chile, over 57 percent of internet users turned to social media for brand research in the third quarter of 2022. For comparison, that share stood below 35 percent in countries such as the United States, the United Kingdom, and China. Influencers play a significant role on these platforms, with more than two-thirds of Chilean users following them on Instagram in 2022. The downside is that onliners can also use social media to vent their negative opinions on companies. Still, according to the same 2022 survey, approximately three out of four Instagram and TikTok users in Chile never opened those apps to complain about a brand publicly.
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 Statista Research Department, Mar 9, 2023

Key insights

Chile's leading media by ad spend
Digital & TV
Chile's ad spend growth rate
9.8%
Chile's forecast digital ad spend growth rate
17%
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