Despite these positive figures regarding internet advertising, traditional mediums are still predominant in the Brazilian ad market. As of 2017, free TV was the most popular medium for advertisers in Brazil, accounting for 53.6 percent of the market. TV advertising has been growing consistently in Brazil since 2009: it doubled between 2011 and 2015, and reached the highest value to date in 2017, with 97 billion Brazilian reals invested in TV ads. The second highest share of advertising expenditure in Brazil in 2017 was pay TV, amounting to 13.2 percent of total ad spend. Newspaper advertising, the third most popular medium for advertisers in 2017, has been oscillating in the last few years: it grew between 2009 and 2011, but declined after 2013, with a slight increase in 2017. Other important traditional mediums for advertisers in the country include TV merchandising, radio and magazines.
Digital advertising in Brazil saw a boom in 2012, when spending in digital ad grew 40.2 percent in comparison to the previous year. After that, the medium continued to grow in the country yet at more moderate rates. Within this segment, mobile internet shows promising figures for the next coming years. The share of mobile internet in digital advertising spending in Brazil is forecast to grow from an estimate of 55.5 percent in 2018 to almost 78 percent in 2022. By that year, mobile internet ad spending in the country is projected to reach five billion U.S. dollars, a significant rise, considering spending stood at only 200.7 million U.S. dollars in 2014.
Retail was the leading advertising category in Brazil in 2017, followed by the consumer services industry, and the personal care and beauty sector. That same year, the Brazilian chapter of Young & Rubicam was the advertising agency with the highest ad investment in Brazil. Finally, the pharmaceutical company Hypera Pharma – previously known as Hypermarcas – ranked first among the leading advertisers by ad spending, with 3.7 billion Brazilian reals invested in 2017.