Advertising industry in Brazil - Statistics & Facts
Brazil is the leading ad market in Latin America, and one of the largest ad markets in the world. Forecasts show the Brazilian ad market is projected to increase in the coming years. The country’s ad revenue is estimated to amount to nearly 30 billion U.S. dollars by 2019. Internet advertising is the most promising sector in the Brazilian media and entertainment industry, as spending of this particular sector is forecast to grow by 14.6 percent between 2015 and 2020. Video games and internet access sectors also have a high annual growth rate in comparison to the total average, 11.3 percent and 9.2 percent respectively.
Despite these positive figures of the internet advertising sector in the country, traditional mediums are still predominant in the ad market in Brazil. As of 2015, terrestrial TV was the most popular medium for advertisers in Brazil, accounting for 55 percent of the market share. The medium has been growing amongst advertisers in Brazil since 2009, seeing that TV advertising spending in Brazil doubled between 2011 and 2015, reaching the highest figure to date that year. Advertising investment in newspapers, the second most popular medium for advertisers in Brazil in 2015, has been oscillating in the last few years. Newspaper advertising spending in the country grew between 2009 and 2011, but suffered a small decline from 2013 to 2015. Other important traditional mediums for advertisers in the country include pay TV, TV merchandising, magazines and radio.
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 market in Brazil, 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 28 percent in 2016 to a high of 64.8 percent by 2019. By that year, mobile internet ad spending in the country is forecast to add up to 3.75 billion U.S. dollars, a significant rise, considering spending stood at an estimate of 600 million U.S. dollars in 2015.
Retail was the leading advertising category in Brazil, followed by the consumer services industry, and the personal care and beauty industry. Brazilian branch of Young & Rubicam, a subsidiary of the WPP Group, was the leading advertising agency in Brazil in 2015. International advertising, marketing and public relations powerhouse Ogilvy & Mather also has a successful branch in Brazil, which ranked second in investments in advertising in 2015.
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