Ad spending distribution in Brazil 2023, by medium

In 2023, free TV accounted for approximately 39.6 percent of Brazil's total advertising spending, while the internet held a share of 38.2 percent, according to data collected from ad agencies across the country. Out-of-home (OOH) media rounded up the top three with 10.8 percent. According to another source, ad spending in Brazil reached an estimated 14.5 billion U.S. dollars in 2023.

The Brazilian digital ad market

Brazil's online ad revenues have skyrocketed since the pandemic, reaching 35 billion Brazilian reals by 2023 – an annual growth of around eight percent. Compared to 2018, the value more than doubled. Mobile dominates the Brazilian digital ad industry, attracting roughly three out of four online ad dollars throughout 2023.

Brazil's OOH giant

Although the South American country welcomes foreign outdoor ad media companies such as JCDecaux, São Paulo-based Eletromídia emerges as the world's largest OOH firm based in Brazil. In 2023, its net revenue reached nearly 940 million Brazilian reals, up 17 percent from 800 million reals a year earlier. Eletromídia also ranked among the world's leading outdoor ad companies in 2023.