A. Guttmann
Research Lead covering media
Advertising in Chile – statistics & facts
Who stole the Chilean advertising industry's expansion? The usual suspects remain under scrutiny, but it could be unwise to dismiss all witnesses. After a very modest growth in 2023, advertising spending in Chile decreased in 2024 by almost one percent – the first setback since the pandemic. The upset came in an already highly digitized market in comparison to its Latin American neighbors. Digital channels' share in Chile's overall ad expenditure reached nearly 53 percent in 2024. Five years earlier and before the coronavirus outbreak, it stood below one-third of the total. While the internet stood among the only two ad media expanding in Chile in 2024, it failed to rank as the fastest-growing one: That title went to out-of-home (OOH) advertising, with a nominal increase rate below five percent. All other traditional channels saw their ad revenues slip away, with cinema and pay TV recording double-digit losses.
