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in 2022, ** percent of consumers interviewed across Brazil's 14 largest advertising markets reported consuming digital media throughout the 30 days preceding the survey. The reach of out-of-home (OOH) media and free TV stood at ** and ** percent. Those were the only three options reaching more than half of the Brazilian population.

A connected nation

The number of internet users in Brazil has continuously risen throughout the past years. Between 2018 and 2022, the figure grew by almost ** percent, reaching nearly *** million people in the latter year. With a larger online population comes the demand for interaction over the web. In 2019, little more than of Brazilians were on social networks. Just three years later, over three out of **** people accessed this type of platform.

OOH media and free TV in Brazil

The exposure in elevators, streets, and billboards attracts some of the most influential corporations to find a spot amidst cityscapes. The list of Brazil's leading OOH advertisers included heavy hitters like banks Santander and Itaú, as well as McDonald's, Telefónica, and Netflix. Meanwhile, free TV remained a profitable business, with the South American country's three most-viewed channels topping the ranking of Brazilian media and publishing companies by revenue in 2021.