Advertising in Colombia - statistics & facts

Colombia ranks third in the running for Latin America’s largest advertising market. In 2020, the country accounted for roughly six percent of the region’s total advertising spending, and while investments in more populous countries such as Brazil and Mexico were much higher that year, Colombia’s advertising landscape is also undergoing some noticeable transformations. After a tumultuous year for the local ad industry and a sharp decline in advertising activities amid the pandemic, Colombia’s ad spend was expected to increase by nine percent and reach 1.2 billion U.S. dollars in 2021. That said, it is not only the size but also the structure of Colombia’s advertising landscape that is projected to expand in the future.

Traditional advertising remains the key to success

Television remains the most popular advertising medium in Latin America, with spending set to grow from 12 billion U.S dollars in 2021 to over 14 billion by 2024. Such an ongoing focus on traditional media can also be seen in Columbia, where linear or non-digital platforms were forecast to account for 67 percent of total ad spend in 2021. When asked about the frequency of TV consumption in a 2020 survey, the lion’s share of Columbian respondents stated that they watched it every day, emphasizing the medium’s lasting role as a source of information and entertainment. Other traditional media formats such as radio or print publications have not lost their advertising appeal among Colombian marketers either, as large shares of the population still consume these outlets regularly. And yet, many traditional outlets have also established an online presence to adapt to the changes in Colombians’ media consumption.

Soft launching a new digital era of advertising

Digital platforms and technologies are becoming essential advertising tools in Columbia as internet adoption rises and the government ramps up investments in local network infrastructures. In 2020, digital advertising spending in Colombia amounted to approximately 357 million U.S. dollars, which was more than double the investment reported only three years prior. Data also shows that spending on digital promotion has increased by double digits for the better part of a decade, highlighting the industry’s ongoing shift towards digital ad destinations and solutions. One vital driver of the advertising landscape’s digital restructuring is the increased focus on mobile marketing. Colombia has a higher mobile penetration rate than most other Latin American markets. Seeing that smartphone adoption and social media use continue to soar, it comes as no surprise that mobile ad spend in Colombia nearly tripled between 2017 and 2020. On a global scale, Colombia also ranks among the countries with the highest share of mobile internet in digital ad spend at around 78 percent.
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 Julia Faria, Jan 6, 2023

Key insights

Advertising spending in Latin America
26.98bn USD
Advertising spending in Colombia
6bn COP
Colombia's rank among the largest ad markets in Latin America
3rd
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Advertising expenditure in Colombia from 2021 to 2023 (in billion Colombian pesos)

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Advertising expenditure in Colombia 2021-2023

Leading companies in the advertising industry in Colombia in 2021, by operating revenue (in billion Colombian pesos)

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Digital advertising spending in Colombia from 2010 to 2022 (in billion Colombian pesos)

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Digital ad spend in Colombia 2010-2022

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