Leading advertising categories in Brazil 2023, by advertising spending

In 2023, the retail industry was the sector investing the most in advertising in Brazil: Its ad spending reached 14.4 billion Brazilian reals. That accounted for 18 percent of Brazil’s ad expenditure. Consumer services followed with an annual ad expenditure of around eight billion reals, while the financial and insurance segment rounded up the top three with a 7.2-billion-real ad spend.

Brazil's leading advertisers and advertising sectors

Companies like Genomma Lab, 123 Viagens e Turismo, and Unilever Brasil each spent billions of reals on advertising during 2022, making them Brazil's leading advertisers by ad spend during the period. In the following year, free TV, the internet, and out-of-home (OOH) stood among Brazil's media with the highest share of ad spend, with free TV alone accounting for almost 40 percent of the total expenditure.

The future of Brazil's ad spend

It was projected that Brazil’s ad revenues would grow by eight percent in 2024 to 15.7 billion U.S. dollars. Another increase of approximately 12.7 percent was expected for the next year. The compound annual growth rate (CAGR) of advertising spending in Brazil between 2021 and 2026 is expected to rise by around 10 percent in the digital sector, while non-digital ad spend's estimated CAGR will stand below three percent.