A. Guttmann
Research Lead covering media
Digital advertising in Brazil – statistics & facts
Even the big ones can find room to grow even more. Brazil ranks among the world's top 10 largest digital advertising markets, albeit at the lower tier of the list. Still, recent developments suggest that this economy is just starting its online ad journey. Between 2018 and 2023, the Brazilian digital ad expenditure skyrocketed by nearly 120 percent, solidifying the internet's key role in the South American country's mediascape, particularly after the pandemic. However, an annual survey among hundreds of ad agencies nationwide revealed that they allocated almost 39 percent of advertisers' media budgets to free TV in 2023, barely leaving more than 38 percent for digital pure-play advertising. The resilient – although declining – relevance of television in Brazil indicates that the internet is yet to reach its peak as an ad channel.
