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Advertising industry in Brazil - statistics & facts

The advertising industry is on a fast track to recovery after taking a significant hit during the coronavirus (COVID-19) pandemic in 2020. This is particularly true for Brazil, the leading ad market in Latin America and one of the largest ad markets worldwide. Brazil has ramped up advertising spending in recent years, and according to the latest data, advertisers will invest more heavily than ever in the next few years.

Brazil’s ad market at a glance

In 2020, advertising revenue in Brazil amounted to 9.5 billion U.S. dollars, down by approximately seven percent compared to the previous year. This drop in revenue was largely caused by the onset of the pandemic, which put many advertising activities on hold. According to the latest projections, however, revenue is set to bounce back by 2021. So, where do companies direct their ad dollars and focus? In 2020, free TV was the top advertising medium in Brazil, with advertisers allocating more than 7.3 towards TV promotion. Unlike other global markets, traditional media still accounts for the largest share of ad spend in Brazil.

Traditional vs. digital media

While traditional media formats dominate the local ad market, digital advertising is one of the most promising and fastest-growing sectors of Brazil’s media and entertainment industry. According to the latest estimates, ad spend on digital platforms will increase by almost 10 percent annually between 2020 and 2025, while the compound average growth rate (CAGR) for traditional advertising will stand at only 2.3 percent. As a result, spending on the two platforms is rapidly converging, which is not surprising, considering that Brazil is home to one of the largest online populations worldwide. Looking at the leading digital ad formats in Brazil, display emerges as a clear winner among ad agencies, while increased attention is also being paid to mobile.

Consumer insights

According to a recent survey, social media platforms and television were the main advertising touchpoints in Brazil in 2020, reaffirming why advertisers focus on these channels so vividly. Brazilian consumers were also receptive to connected TV (CTV) ads, as findings from another survey have shown. Almost 80 percent of respondents indicated that they were open to watching ads on streaming TV, discovered new products from ads in streaming shows, or considered buying products from a brand advertised on their favorite shows. This receptiveness also translates into action, as roughly half of the respondents searched for additional information or purchased a product after seeing it advertised on their CTV device. As for the trust placed in selected media among Brazilian consumers, search engines take the lead over traditional media.

Interesting statistics

In the following 5 chapters, you will quickly find the 36 most important statistics relating to "Advertising industry in Brazil".

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