Advertising - Brazil | Statista Market Forecast

Ad spending in the Advertising market in Brazil is forecasted to reach US$18.23bn in 2024.
The largest market in Brazil is TV & Video Advertising with a market volume of US$7.22bn in 2024.
When compared globally, the United States is expected to generate the most ad spending (US$425.90bn in 2024).
In Brazil's Advertising market, 63% of total ad spending will come from digital advertising in 2030.
The average ad spending per capita in the TV & Video Advertising market is projected to be US$33.19 in 2024.
Furthermore, in Brazil's Advertising market, Advertising market of the 81% revenue will be generated through programmatic advertising in 2030.
Brazil's advertising market is experiencing a shift towards influencer marketing, leveraging the country's vibrant social media landscape for brand promotions.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Brazil has been experiencing significant growth in recent years, driven by several factors such as changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Brazilian advertising market have shifted towards digital platforms, with an increasing number of consumers using smartphones and accessing the internet. This has led to a rise in online advertising, including social media marketing, search engine optimization, and display advertising. Additionally, consumers in Brazil are becoming more receptive to personalized and targeted advertising, which has led to an increase in programmatic advertising and data-driven marketing strategies. Trends in the Brazilian advertising market are also shaping its development. One notable trend is the rise of influencer marketing, where brands collaborate with social media influencers to promote their products or services. This trend has gained popularity in Brazil due to the country's high social media usage and the influence that influencers have on consumer purchasing decisions. Another trend is the increasing use of video advertising, as consumers in Brazil are spending more time watching online videos. This has led to a growth in video ad formats, such as pre-roll ads and in-stream ads. Local special circumstances in Brazil have also contributed to the development of the advertising market. One such circumstance is the country's large population and growing middle class, which has created a significant consumer market for advertisers to target. Additionally, Brazil has a vibrant creative industry, with many talented professionals in advertising, design, and marketing. This has led to the production of high-quality and innovative advertising campaigns that resonate with consumers. Underlying macroeconomic factors have also played a role in the growth of the Brazilian advertising market. The country's improving economic conditions, including declining unemployment rates and rising disposable incomes, have increased consumer spending power. This has led to higher advertising budgets from businesses looking to capture the attention of the growing consumer market. Furthermore, Brazil's hosting of major international events, such as the FIFA World Cup and the Olympic Games, has attracted global brands and advertisers to invest in the country's advertising market. In conclusion, the Advertising market in Brazil is developing due to changing customer preferences towards digital advertising, emerging trends such as influencer marketing and video advertising, local special circumstances including a large consumer market and a vibrant creative industry, and underlying macroeconomic factors such as improving economic conditions and major international events. These factors are driving growth and innovation in the Brazilian advertising market, making it an attractive and dynamic industry for businesses and advertisers.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.