Julia Faria
Research lead covering advertising and marketing
Advertising in Argentina - statistics & facts
Argentina is one of the largest economies in Latin America and ranks among the region’s top three advertising spenders. In 2023, ad spending in the South American country increased by 111 percent, partially boosted by a high inflation rate. Both out-of-home (OOH) and cinema witnessed ad spending surges of more than 200 percent, while radio, print, and digital all surpassed 100 percent. According to forecasts, the overall investment in advertising will amount to an estimated 1.8 billion U.S. dollars in 2024, with digital strongly increasing its presence in the Argentinian ad landscape.
A quick transition to digital ads
Ad dollars follow fast as consumers shift their media consumption preferences toward digital. Home to one of the largest online populations in the continent, Argentina became one of the fastest-growing digital ad markets worldwide in 2023. In 2016, the internet had a 20-percent share in Argentina’s ad spend. Eight years later, this share accounted for more than 40 percent of the total, increasing its lead over that of TV. Despite the increasing flow toward digital ads, TV remained a solid medium for advertising in Argentina, with a 74 percent increase of ad spending in 2023.TV still has its power in the Argentinian ad landscape
In addition to basking in rising ad spending numbers, TV enjoyed its status as top non-digital ad touchpoint in the country. According to a survey conducted in the third quarter of 2023, around 30 percent of the respondents reported discovering new brands, products, and services through ads on television. Additionally, one out of five Argentinians mentioned making such discoveries while watching TV shows or movies. On the digital side of things, video portals like YouTube ruled over other touchpoints, while almost half of Argentinians stated they were often annoyed by advertising on the internet.
