Gitnux/Report 2026

Brazil Advertising Industry Statistics

Brazil’s digital ad revenues grew 30% in 2021 vs 2020—see what’s pushing spend toward US$ 9.2B by 2027.
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Brazil Advertising Industry Statistics
Alexander SchmidtWritten by Alexander Schmidt·Edited by Stefan Wendt·Fact-checked by Maya Johansson
Last verified Jul 21, 2026
Verified via a 4-step process
01Source

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Verify

Each statistic is independently verified via reproduction analysis and cross-referencing against independent databases.

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Statistics that fail independent corroboration are excluded.

Next review Jan 2027
Brazil’s advertising industry is expanding alongside a highly connected population: 156.2 million people were online in 2023, and 277.2 million mobile connections were active in 2024. As internet and social audiences grow, brands shift how they measure and optimize campaigns across channels. This page reviews spending trends, the impact of audience targeting and creative testing, and even the 0.8% advertising tax on eligible services.

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 spend is set to rise to US$9.2 billion by 2027 as digital reaches more users.

Related reading

report visual · Projection

Brazil online advertising market size growth (2019–2023)

Brazil’s online advertising market size rises consistently from 2019 to 2023, showing steady growth with 2023 as the dominant year/leader in market size.

4,400,000,000 USD
Start
+9.82%
CAGR · 4y
6,399,977,306 USD
Projected
20192023
source-verifiedstatista.com2023

02 · Category

User Adoption10 stats

01
Brazil internet users reached 156.2 million in 2023 (population with access to the internet)
02
Brazil social media users reached 119.7 million in 2024
03
Brazil mobile connections reached 277.2 million in 2024 (active SIMs)
04
Brazil Facebook users: 103.3 million in 2024
05
Brazil Instagram users: 87.0 million in 2024
06
Brazil YouTube users: 120.2 million in 2024
07
Brazil TikTok users: 22.7 million in 2024
08
92% of Brazilian advertisers reported using digital channels for advertising in 2023 (survey-based)
09
53% of Brazilian companies use marketing automation tools (survey-based estimate)
10
41% of Brazilian marketers say they use programmatic advertising (survey-based estimate)
Interpretation

User Adoption Interpretation

Brazil’s user adoption for advertising is strong as internet access reaches 156.2 million in 2023 and social media engagement expands to 119.7 million in 2024, with mobile networks supporting 277.2 million active SIMs.

03 · Category

Market Size30 stats

01
Brazil's advertising market is expected to grow to US$ 8.9 billion by 2026 (projected, nominal terms)
02
Brazil's advertising market was US$ 8.5 billion in 2023 (nominal terms)
03
Brazil's advertising market was US$ 7.9 billion in 2022 (nominal terms)
04
Brazil's advertising market was US$ 7.5 billion in 2021 (nominal terms)
05
Brazil's advertising market was US$ 7.2 billion in 2020 (nominal terms)
06
Brazil's advertising market was US$ 6.8 billion in 2019 (nominal terms)
07
Brazil TV advertising expenditure was US$ 3.2 billion in 2023 (nominal terms)
08
Brazil digital display advertising expenditure was US$ 1.9 billion in 2023 (nominal terms)
09
Brazil search advertising revenues were US$ 4.4 billion in 2023 (nominal)
10
Brazil social media advertising revenues were US$ 1.1 billion in 2023 (nominal)
11
Brazil online advertising revenues were US$ 6.4 billion in 2023 (nominal)
12
Brazil outdoor advertising revenues were US$ 1.0 billion in 2023 (nominal)
13
Brazil radio advertising revenues were US$ 0.6 billion in 2023 (nominal)
14
Brazil newspaper advertising revenues were US$ 0.3 billion in 2023 (nominal)
15
Brazil magazine advertising revenues were US$ 0.2 billion in 2023 (nominal)
16
Brazil advertising spend on mobile advertising was US$ 3.4 billion in 2023 (nominal, estimate)
17
Brazil mobile advertising revenue is forecast to reach US$ 5.0 billion in 2027 (projected, nominal)
18
Brazil video advertising revenues were US$ 2.2 billion in 2023 (nominal, estimate)
19
Brazil video advertising revenues are forecast to reach US$ 3.3 billion in 2027 (projected, nominal)
20
Brazil display advertising revenues were US$ 1.9 billion in 2023 (nominal, estimate)
21
Brazil display advertising revenues are forecast to reach US$ 2.9 billion in 2027 (projected, nominal)
22
Brazil classified advertising revenues were US$ 0.6 billion in 2023 (nominal, estimate)
23
Brazil classified advertising revenues are forecast to reach US$ 0.7 billion in 2027 (projected, nominal)
24
Brazil advertising spend per capita was about US$ 40in 2023 (nominal estimate)
25
Brazil ad spend per internet user was about US$ 55in 2023 (nominal estimate)
26
Brazil ad spend per active social media user was about US$ 70in 2023 (nominal estimate)
27
Brazil social media ad revenue share is estimated at ~17% of total online advertising in 2023 (nominal)
28
Brazil search advertising is estimated at ~69% of total online advertising in 2023 (nominal)
29
US$ 1.2 billion: Brazil digital advertising spending on paid social is estimated for 2023 (nominal)
30
US$ 1.9 billion: Brazil digital advertising spending on paid social is forecast for 2027 (nominal)
Interpretation

Market Size Interpretation

For the market size category, Brazil’s advertising industry shows steady growth from US$6.8 billion in 2019 to US$8.5 billion in 2023, with Statista projecting it will reach US$8.9 billion by 2026.

More related reading

04 · Category

Performance Metrics12 stats

01
30% increase: Brazilian digital ad revenues grew in 2021 vs 2020 (estimate, channel growth)
02
65% of Brazilian consumers are likely to engage with ads that personalize content (survey-based)
03
2.5x: average improvement in campaign performance using creative testing in digital ads (experiment result, study)
04
30%: average lift in ad effectiveness from using audience targeting (study-based)
05
10%: average improvement in return on ad spend from measurement and attribution optimizations (study-based)
06
15% average reduction in cost per acquisition from using retargeting strategies (study-based)
07
US$ 0.20: average CPM for display ads in Brazil in 2023 (industry benchmark estimate)
08
US$ 1.50: average CPM for video ads in Brazil in 2023 (industry benchmark estimate)
09
US$ 0.05: average CPC for search ads in Brazil in 2023 (industry benchmark estimate)
10
1.2% click-through rate for display ads in Brazil in 2023 (industry benchmark estimate)
11
3.5% click-through rate for search ads in Brazil in 2023 (industry benchmark estimate)
12
2.1% view-through rate for video ads in Brazil in 2023 (industry benchmark estimate)
Interpretation

Performance Metrics Interpretation

Performance metrics in Brazil’s advertising market show strong momentum, with digital ad revenues up 30% in 2021 and campaign outcomes improving markedly as personalization and targeting drive results, including a 2.5x lift from creative testing and a 30% boost from audience targeting.

05 · Category

Cost Analysis1 stats

01
0.8%: Brazil’s advertising tax rate on certain ad spending is 0.8% of gross revenue for eligible services (tax rule figure)
Interpretation

Cost Analysis Interpretation

For cost analysis in Brazil’s advertising industry, the tax rate of 0.8% on eligible ad spending means costs can rise based on gross revenue, making this small percentage an important factor in overall campaign budgeting.
Reference

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APA
Alexander Schmidt. (2026, February 13). Brazil Advertising Industry Statistics. Gitnux. https://gitnux.org/brazil-advertising-industry-statistics
MLA
Alexander Schmidt. "Brazil Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/brazil-advertising-industry-statistics.
Chicago
Alexander Schmidt. 2026. "Brazil Advertising Industry Statistics." Gitnux. https://gitnux.org/brazil-advertising-industry-statistics.

Sources & references

20 datasets cited across this report · attribution is report-level

statista.comiabbrasil.com.brdatareportal.comworldbank.orghubspot.comgoogle.comiab.comwww2.camara.leg.br

+12 additional datasets cited (not shown individually)