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In 2024, the retail industry was the sector investing the most in advertising in Brazil: Its ad spending reached approximately ** billion Brazilian reals. That accounted for **percent of Brazil’s ad expenditure. The finance and insurance sector and the consumer services segment followed with annual ad expenditures of around *** billion reals.

Brazil's leading advertisers and advertising sectors

Companies like EMS Farmacêutica, Unilever Brasil, and Genomma each spent billions of reals on advertising during 2024, making them Brazil's leading advertisers by ad spend during that period. In the same year, TV, the internet, and out-of-home (OOH) stood among Brazil's media with the highest share of ad spend, with TV alone accounting for over ** percent of the total expenditure.

The future of Brazil's ad spend

It was projected that Brazil’s ad revenues would reach **** billion U.S. dollars in 2026. Another increase of more than *** billion dollars was expected for the next year, with the annual value being forecast to amount to ** billion dollars by 2028.