J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising in Latin America – statistics & facts
Latin America harbors some of the most creative advertising industries worldwide. In 2023, Brazil once again topped the ranking of Latin American countries with the most awards at the Cannes Lions International Festival of Creativity, snatching almost as many trophies as all of its regional peers combined. Argentina came second with nearly half of its larger neighbor's prize count. A year earlier, Brazil placed fourth among the most creative ad markets worldwide, the only Latin American country to reach the global top 10. A regional version of the same list deemed Brazil, Mexico, and Argentina as Latin America's most creative markets that year.
The Brazilian ad industry often exceeds regional parameters, making a name for itself with its well-established creative and marketing segments. Meanwhile, advertising in Mexico is highly digitalized compared to most of its southern neighbors, with the North American country ranking among the fastest-growing digital ad markets globally in 2023.
Latin America's top ad markets
Brazil and Mexico dominate the region's landscape, collectively accounting for nearly two-thirds of the Latin American ad spending. Argentina rounds up the top three, while Colombia and Chile almost tie for fourth, followed by Peru. Whereas all of the largest Latin American economies' total ad revenues were forecast to rise in 2024, only Argentina – whose chronic inflation tends to distort projections to some extent – Uruguay and Mexico expected double-digit increase rates that year.The Brazilian ad industry often exceeds regional parameters, making a name for itself with its well-established creative and marketing segments. Meanwhile, advertising in Mexico is highly digitalized compared to most of its southern neighbors, with the North American country ranking among the fastest-growing digital ad markets globally in 2023.
