Advertising in Brazil – statistics & facts

The largest economy in Latin America is home to a solid advertising industry, but the sector still has not entirely caught up with similar markets. A mid-year estimate placed Brazil ninth among the world's leading countries by ad spending in 2023, sandwiched between Australia and South Korea. However, another forecast released around the same time showed that Brazil is predicted to experience a rather modest ad expenditure expansion in 2024, unlike other emerging ad industries, namely India and China. The South American giant ranked sixth among the 10 leading global ad markets sorted by the projected growth rate, with a figure closer to well-established economies such as the United Kingdom, Germany, and the United States. Similarly, another estimate suggests Brazil's ad spend will increase by little more than five percent in 2023, exceeding 14 billion U.S. dollars.

Brazil's leading advertising channels

The prevalence of traditional media over digital channels also exemplifies how the Brazilian ad industry keeps some potential unexplored. Data collected from over 300 agencies showed that the internet attracted little more than one-third of investments in advertising in Brazil in 2022. Free TV's share surpassed 40 percent, but that is not where the inflow of money tends to widen. Late 2022 estimates revealed that the free TV ad expenditure grew significantly below the average. Meanwhile, social media, digital video, and online search ad revenues in Brazil recorded double-digit increase rates, with the last two rising by 25 percent. According to other sources, Brazil's digital ad spend skyrocketed at the beginning of the 2020s, likely boosted by the pandemic. In 2018, the figure stood slightly above 16 billion dollars; by 2022, it more than doubled.

From the silver screen to the age of influence

TV's hegemony in the Brazilian ad market is not without reason. As of early 2023, about six out of 10 consumers surveyed online in Brazil reported noticing advertisements on television. Online channels were close but did not enjoy the same massive reach. The share of respondents mentioning video websites, social media, and retail media oscillated between 42 and 56 percent. The younger portion of the population may change that in the next few years. The same study showed that Brazil's Generation Z – loosely defined as people born between the late 1990s and early 2010s – was more willing to consume ads in exchange for free content. Similarly, almost half of Gen Zers said they had made purchases because of celebrities' or influencers' endorsements.
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, Aug 10, 2023

Key insights

Brazil's ranking among global ad markets
9th
Brazil's annual ad spending
14.1bn USD
Brazil's top medium by ad spend
Free TV
Get more insights

Editor’s Picks Current statistics on this topic

Advertising spending in Brazil from 2021 to 2025 (in billion U.S. dollars)

Advertising

Advertising spending in Brazil 2021-2025

Distribution of advertising spending in Brazil in 2022, by medium

Advertising

Ad spending distribution in Brazil 2022, by medium

Level of trust in the media in selected countries in Latin America as of December 2020

Media

Level of trust in the media in Latin America 2020, by country

Related topics

Recommended

5

Recommended statistics

Overview

8

Overview

Advertising market in Brazil

6

Advertising market in Brazil

Agencies

6

Agencies

Digital advertising

8

Digital advertising

Traditional advertising

8

Traditional advertising

Consumer insights

5

Consumer insights

Spotlight: online Gen Z & Gen Alpha consumers in Brazil

6

Spotlight: online Gen Z & Gen Alpha consumers in Brazil

Further reportsGet the best reports to understand your industry

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu