With Brazil’s advertising expenditure forecast to climb to US$9.2 billion by 2027, this deep dive unpacks how the market is shifting from TV toward online, including the latest channel revenues, user and engagement benchmarks, and digital ad performance metrics behind that growth.
Key Takeaways
- Brazil advertising expenditure is forecast to reach US$ 9.2 billion by 2027 (projected, nominal terms)
- Brazil advertising expenditure was US$ 8.5 billion in 2023 (nominal terms, forecast/estimates)
- Brazil advertising expenditure reached US$ 7.9 billion in 2022 (nominal terms, forecast/estimates)
- Brazil internet users reached 156.2 million in 2023 (population with access to the internet)
- Brazil social media users reached 119.7 million in 2024
- Brazil mobile connections reached 277.2 million in 2024 (active SIMs)
- Brazil's advertising market is expected to grow to US$ 8.9 billion by 2026 (projected, nominal terms)
- Brazil's advertising market was US$ 8.5 billion in 2023 (nominal terms)
- Brazil's advertising market was US$ 7.9 billion in 2022 (nominal terms)
- 30% increase: Brazilian digital ad revenues grew in 2021 vs 2020 (estimate, channel growth)
- 65% of Brazilian consumers are likely to engage with ads that personalize content (survey-based)
- 2.5x: average improvement in campaign performance using creative testing in digital ads (experiment result, study)
- 0.8%: Brazil’s advertising tax rate on certain ad spending is 0.8% of gross revenue for eligible services (tax rule figure)
Brazil’s advertising market is set to top US$9.2 billion by 2027, led by rapidly growing online spend.
Industry Trends
1Brazil advertising expenditure is forecast to reach US$ 9.2 billion by 2027 (projected, nominal terms)[1]
Verified2Brazil advertising expenditure was US$ 8.5 billion in 2023 (nominal terms, forecast/estimates)[1]
Verified3Brazil advertising expenditure reached US$ 7.9 billion in 2022 (nominal terms, forecast/estimates)[1]
Verified4Brazil advertising expenditure reached US$ 7.5 billion in 2021 (nominal terms, forecast/estimates)[1]
Directional5Brazil advertising expenditure reached US$ 7.2 billion in 2020 (nominal terms, forecast/estimates)[1]
Single source6Brazil advertising expenditure reached US$ 6.8 billion in 2019 (nominal terms, forecast/estimates)[1]
Verified7Brazil online advertising market size is forecast to reach US$ 8.5 billion by 2027 (projected)[2]
Verified8Brazil online advertising market size was US$ 6.4 billion in 2023 (projected/estimate)[2]
Verified9Brazil online advertising market size was US$ 5.8 billion in 2022 (projected/estimate)[2]
Directional10Brazil online advertising market size was US$ 5.2 billion in 2021 (projected/estimate)[2]
Single source11Brazil online advertising market size was US$ 4.9 billion in 2020 (projected/estimate)[2]
Verified12Brazil online advertising market size was US$ 4.4 billion in 2019 (projected/estimate)[2]
Verified13Brazil search advertising revenues are forecast to be US$ 5.4 billion in 2027 (projected)[3]
Verified14Brazil social media advertising revenues are forecast to be US$ 1.3 billion in 2027 (projected)[4]
Directional15Brazil online advertising share of total advertising spending is forecast to reach 54.5% in 2027 (projected)[1]
Single source16Brazil online advertising share of total advertising spending was 51.3% in 2023 (projected/estimate)[1]
Verified17Brazil TV advertising expenditure is forecast to reach US$ 3.4 billion by 2027 (projected, nominal terms)[1]
Verified18Brazil newspaper advertising expenditure was US$ 0.3 billion in 2023 (projected/estimate, nominal terms)[1]
Verified19Brazil magazine advertising expenditure was US$ 0.2 billion in 2023 (projected/estimate, nominal terms)[1]
Directional20Brazil radio advertising expenditure was US$ 0.6 billion in 2023 (projected/estimate, nominal terms)[1]
Single source21Brazil outdoor advertising expenditure was US$ 1.0 billion in 2023 (projected/estimate, nominal terms)[1]
Verified22Brazil 'other advertising' expenditure was US$ 0.4 billion in 2023 (projected/estimate, nominal terms)[1]
Verified23Brazil digital ad spend reached US$ 6.3 billion in 2023 (estimate, nominal)[5]
Verified24Brazil e-commerce sales reached US$ 56.9 billion in 2023[6]
Directional25Brazil e-commerce sales are forecast to reach US$ 76.7 billion in 2025[6]
Single source26Brazil GDP growth was 2.9% in 2021[7]
Verified27Brazil GDP growth was 2.9% in 2023 (latest annual figure on World Bank country overview may differ by release cycle)[7]
Verified28Brazil's digital ad spend is forecast to overtake TV as the largest channel by 2026 (projected share trend)[1]
Verified29Brazil online advertising spending is forecast to represent 54.5% of total advertising spending by 2027 (projected)[1]
Directional30Brazil TV advertising share is forecast to decline to 39.0% by 2027 (projected)[1]
Single source31Brazil outdoor advertising share is forecast to be 7.0% by 2027 (projected)[1]
VerifiedIndustry Trends Interpretation
Brazil’s advertising market is shifting quickly online, with online spending rising from 51.3% of total ad spend in 2023 to a projected 54.5% by 2027 as total advertising grows from $8.5 billion in 2023 to $9.2 billion by 2027.
User Adoption
1Brazil internet users reached 156.2 million in 2023 (population with access to the internet)[8]
Verified2Brazil social media users reached 119.7 million in 2024[8]
Verified3Brazil mobile connections reached 277.2 million in 2024 (active SIMs)[8]
Verified4Brazil Facebook users: 103.3 million in 2024[8]
Directional5Brazil Instagram users: 87.0 million in 2024[8]
Single source6Brazil YouTube users: 120.2 million in 2024[8]
Verified7Brazil TikTok users: 22.7 million in 2024[8]
Verified892% of Brazilian advertisers reported using digital channels for advertising in 2023 (survey-based)[5]
Verified953% of Brazilian companies use marketing automation tools (survey-based estimate)[9]
Directional1041% of Brazilian marketers say they use programmatic advertising (survey-based estimate)[5]
Single sourceUser Adoption Interpretation
With 92% of Brazilian advertisers already using digital channels and 41% of marketers turning to programmatic ads, the country’s fast growth in online reach is being actively monetized, supported by 156.2 million internet users and 119.7 million social media users.
Market Size
1Brazil's advertising market is expected to grow to US$ 8.9 billion by 2026 (projected, nominal terms)[1]
Verified2Brazil's advertising market was US$ 8.5 billion in 2023 (nominal terms)[1]
Verified3Brazil's advertising market was US$ 7.9 billion in 2022 (nominal terms)[1]
Verified4Brazil's advertising market was US$ 7.5 billion in 2021 (nominal terms)[1]
Directional5Brazil's advertising market was US$ 7.2 billion in 2020 (nominal terms)[1]
Single source6Brazil's advertising market was US$ 6.8 billion in 2019 (nominal terms)[1]
Verified7Brazil TV advertising expenditure was US$ 3.2 billion in 2023 (nominal terms)[1]
Verified8Brazil digital display advertising expenditure was US$ 1.9 billion in 2023 (nominal terms)[1]
Verified9Brazil search advertising revenues were US$ 4.4 billion in 2023 (nominal)[3]
Directional10Brazil social media advertising revenues were US$ 1.1 billion in 2023 (nominal)[4]
Single source11Brazil online advertising revenues were US$ 6.4 billion in 2023 (nominal)[2]
Verified12Brazil outdoor advertising revenues were US$ 1.0 billion in 2023 (nominal)[1]
Verified13Brazil radio advertising revenues were US$ 0.6 billion in 2023 (nominal)[1]
Verified14Brazil newspaper advertising revenues were US$ 0.3 billion in 2023 (nominal)[1]
Directional15Brazil magazine advertising revenues were US$ 0.2 billion in 2023 (nominal)[1]
Single source16Brazil advertising spend on mobile advertising was US$ 3.4 billion in 2023 (nominal, estimate)[10]
Verified17Brazil mobile advertising revenue is forecast to reach US$ 5.0 billion in 2027 (projected, nominal)[10]
Verified18Brazil video advertising revenues were US$ 2.2 billion in 2023 (nominal, estimate)[11]
Verified19Brazil video advertising revenues are forecast to reach US$ 3.3 billion in 2027 (projected, nominal)[11]
Directional20Brazil display advertising revenues were US$ 1.9 billion in 2023 (nominal, estimate)[12]
Single source21Brazil display advertising revenues are forecast to reach US$ 2.9 billion in 2027 (projected, nominal)[12]
Verified22Brazil classified advertising revenues were US$ 0.6 billion in 2023 (nominal, estimate)[13]
Verified23Brazil classified advertising revenues are forecast to reach US$ 0.7 billion in 2027 (projected, nominal)[13]
Verified24Brazil advertising spend per capita was about US$ 40 in 2023 (nominal estimate)[1]
Directional25Brazil ad spend per internet user was about US$ 55 in 2023 (nominal estimate)[1]
Single source26Brazil ad spend per active social media user was about US$ 70 in 2023 (nominal estimate)[1]
Verified27Brazil social media ad revenue share is estimated at ~17% of total online advertising in 2023 (nominal)[4]
Verified28Brazil search advertising is estimated at ~69% of total online advertising in 2023 (nominal)[3]
Verified29US$ 1.2 billion: Brazil digital advertising spending on paid social is estimated for 2023 (nominal)[14]
Directional30US$ 1.9 billion: Brazil digital advertising spending on paid social is forecast for 2027 (nominal)[14]
Single source31US$ 3.0 billion: Brazil digital advertising spending on search is estimated for 2023 (nominal)[3]
Verified32US$ 5.4 billion: Brazil digital advertising spending on search is forecast for 2027 (nominal)[3]
Verified33US$ 1.2 billion: Brazil digital advertising spending on video is estimated for 2023 (nominal)[11]
Verified34US$ 3.3 billion: Brazil digital advertising spending on video is forecast for 2027 (nominal)[11]
DirectionalMarket Size Interpretation
Brazil’s advertising market is projected to climb from US$7.2 billion in 2020 and US$8.5 billion in 2023 to US$8.9 billion by 2026, with online advertising remaining dominated by search at about 69% in 2023 and spending on mobile reaching US$3.4 billion in 2023.
Performance Metrics
130% increase: Brazilian digital ad revenues grew in 2021 vs 2020 (estimate, channel growth)[15]
Verified265% of Brazilian consumers are likely to engage with ads that personalize content (survey-based)[16]
Verified32.5x: average improvement in campaign performance using creative testing in digital ads (experiment result, study)[17]
Verified430%: average lift in ad effectiveness from using audience targeting (study-based)[17]
Directional510%: average improvement in return on ad spend from measurement and attribution optimizations (study-based)[18]
Single source615% average reduction in cost per acquisition from using retargeting strategies (study-based)[18]
Verified7US$ 0.20: average CPM for display ads in Brazil in 2023 (industry benchmark estimate)[19]
Verified8US$ 1.50: average CPM for video ads in Brazil in 2023 (industry benchmark estimate)[19]
Verified9US$ 0.05: average CPC for search ads in Brazil in 2023 (industry benchmark estimate)[19]
Directional101.2% click-through rate for display ads in Brazil in 2023 (industry benchmark estimate)[19]
Single source113.5% click-through rate for search ads in Brazil in 2023 (industry benchmark estimate)[19]
Verified122.1% view-through rate for video ads in Brazil in 2023 (industry benchmark estimate)[19]
VerifiedPerformance Metrics Interpretation
In Brazil’s digital advertising market, campaign gains are meaningfully tied to smarter targeting and optimization, with display CPM averaging just US$0.20 and CPC for search at US$0.05 while performance improves by 2.5x through creative testing and effectiveness rises by 30% using audience targeting.
Cost Analysis
10.8%: Brazil’s advertising tax rate on certain ad spending is 0.8% of gross revenue for eligible services (tax rule figure)[20]
VerifiedCost Analysis Interpretation
Brazil’s advertising tax rate is 0.8% of gross revenue for eligible services, indicating a relatively low ad-spend tax burden in this category.
References
- 1statista.com/forecasts/1244475/advertising-expenditure-brazil/
- 2statista.com/forecasts/422207/online-advertising-market-in-brazil/
- 3statista.com/forecasts/421645/search-advertising-revenue-in-brazil/
- 4statista.com/forecasts/421647/social-media-advertising-revenue-in-brazil/
- 6statista.com/statistics/254009/ecommerce-sales-in-brazil/
- 10statista.com/forecasts/421644/mobile-advertising-revenue-in-brazil/
- 11statista.com/forecasts/421643/video-advertising-revenue-in-brazil/
- 12statista.com/forecasts/421650/display-advertising-revenue-in-brazil/
- 13statista.com/forecasts/421652/classified-advertising-revenue-in-brazil/
- 14statista.com/forecasts/422206/paid-social-advertising-revenue-in-brazil/
- 16statista.com/topics/3122/personalization/
- 19statista.com/statistics/574304/cpm-display-advertising-brazil/
- 5iabbrasil.com.br/estudos/
- 15iabbrasil.com.br/mercado-publicitario/
- 7worldbank.org/en/country/brazil/overview
- 8datareportal.com/reports/digital-2024-brazil
- 9hubspot.com/state-of-marketing
- 17google.com/intl/en/ads/resources/studies/
- 18iab.com/insights/
- 20www2.camara.leg.br/atividade-legislativa/legislacao