GITNUXREPORT 2026

Brazil Marketing Industry Statistics

Brazil's marketing industry is rapidly growing and shifting to digital platforms.

Rajesh Patel

Team Lead & Senior Researcher with over 15 years of experience in market research and data analytics.

First published: Feb 13, 2026

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Statistic 1

Brazil's marketing agencies numbered 12,500 registered in 2023.

Statistic 2

Average salary for digital marketers in Brazil was R$ 8,200 monthly in 2023.

Statistic 3

42% growth in marketing job openings in São Paulo from 2022-2023.

Statistic 4

Top 10 ad agencies in Brazil handled 35% of total billings in 2023.

Statistic 5

Freelance marketers in Brazil increased to 250,000 active in 2023.

Statistic 6

MarTech specialists employment surged 28% YoY in Brazil 2023.

Statistic 7

Agency consolidation: 15 major mergers in Brazilian marketing sector 2023.

Statistic 8

67% of agencies adopted hybrid work models post-2023 surveys.

Statistic 9

Content creation roles filled 40% of new marketing hires in Brazil 2023.

Statistic 10

Billings per employee in top Brazilian agencies averaged R$ 2.1 million in 2023.

Statistic 11

Women hold 52% of marketing director positions in Brazil agencies 2023.

Statistic 12

AI training programs enrolled 15,000 marketers in Brazil in 2023.

Statistic 13

Agency ROI tracking software adoption at 78% in mid-size firms 2023.

Statistic 14

Brazil's 3,200 full-service agencies reported 11% revenue growth in 2023.

Statistic 15

58% of Brazilian consumers aged 35+ prefer traditional media for brand discovery in 2023.

Statistic 16

Social media influences 67% of purchase decisions among Brazilian millennials in 2023.

Statistic 17

82% of Brazilians use WhatsApp for brand interactions daily in 2023.

Statistic 18

Email open rates in Brazil averaged 28.5% for marketing campaigns in 2023.

Statistic 19

45% of Brazilian shoppers abandon carts due to lack of trust in 2023 e-com study.

Statistic 20

Brand loyalty in Brazil stands at 61% influenced by personalized marketing in 2023.

Statistic 21

76% of Brazilians research products via Google before buying in 2023.

Statistic 22

Influencer recommendations sway 54% of Gen Z purchases in Brazil 2023.

Statistic 23

Mobile-first shopping habits: 89% of Brazilians shop via smartphone in 2023.

Statistic 24

Sustainability claims boost purchase intent by 33% among Brazilians in 2023.

Statistic 25

Video content drives 72% engagement on social media in Brazil 2023.

Statistic 26

64% of consumers share negative experiences online post poor service in 2023 Brazil.

Statistic 27

AR try-on features increase conversion by 25% in fashion e-com Brazil 2023.

Statistic 28

51% of Brazilians prefer brands with local cultural relevance in ads 2023.

Statistic 29

Podcast listenership influences 29% of consumer choices in urban Brazil 2023.

Statistic 30

Loyalty program participation at 73% among frequent shoppers in Brazil 2023.

Statistic 31

68% of Brazilians value user-generated content over branded posts in 2023.

Statistic 32

Voice commerce trials reached 12% adoption in smart speaker users Brazil 2023.

Statistic 33

Brazil's search engine marketing spend was R$ 7.9 billion in 2023.

Statistic 34

Social media ad spend in Brazil reached R$ 14.2 billion in 2023, with Instagram leading at 42%.

Statistic 35

Video advertising on digital platforms in Brazil grew 28% to R$ 9.5 billion in 2023.

Statistic 36

Email marketing ROI in Brazil averaged 42:1 in 2023 for top performers.

Statistic 37

Brazil's mobile ad spend constituted 68% of digital ads at R$ 22.1 billion in 2023.

Statistic 38

SEO services market in Brazil valued at R$ 2.8 billion with 15% YoY growth in 2023.

Statistic 39

Content marketing spend by Brazilian companies averaged R$ 1.2 million annually in 2023.

Statistic 40

Affiliate marketing revenue in Brazil hit R$ 3.4 billion in 2023.

Statistic 41

Native advertising impressions in Brazil reached 450 billion in 2023.

Statistic 42

Brazil's digital display ad CPM averaged R$ 12.50 in Q4 2023.

Statistic 43

Retargeting ad effectiveness in Brazil showed 3.5x higher conversion rates in 2023.

Statistic 44

Brazil's app install ad spend grew 32% to R$ 4.1 billion in 2023.

Statistic 45

Voice search optimization market in Brazil emerging at R$ 450 million in 2023.

Statistic 46

Brazil's 65% of digital marketers used AI tools for personalization in 2023.

Statistic 47

Programmatic video ads in Brazil accounted for 55% of digital video spend in 2023.

Statistic 48

Social commerce ad spend via Instagram Shops reached R$ 2.3 billion in Brazil 2023.

Statistic 49

Brazil's digital audio ad market (podcasts/Spotify) hit R$ 1.1 billion in 2023.

Statistic 50

Headless CMS adoption in marketing stacks grew 40% in Brazil in 2023.

Statistic 51

Brazil's advertising market revenue grew by 12.4% in 2023 to reach R$ 35.8 billion.

Statistic 52

The digital ad spend in Brazil accounted for 62% of total advertising expenditure in 2023.

Statistic 53

Brazil's marketing services industry was valued at USD 15.2 billion in 2022.

Statistic 54

Projected CAGR for Brazil's ad market from 2023-2028 is 9.8%.

Statistic 55

Total ad spend in Brazil hit R$ 37.1 billion in Q1-Q3 2023.

Statistic 56

Brazil's out-of-home advertising revenue increased 18% YoY to R$ 2.1 billion in 2023.

Statistic 57

Marketing tech (MarTech) spending in Brazil reached R$ 4.5 billion in 2023.

Statistic 58

Brazil's influencer marketing market size was estimated at USD 1.2 billion in 2023.

Statistic 59

Ad market growth in Brazil was driven by 22% increase in retail media in 2023.

Statistic 60

Brazil's programmatic advertising spend grew to R$ 12.3 billion in 2023.

Statistic 61

Digital ad revenue in Brazil expected to reach R$ 45.2 billion by 2027.

Statistic 62

Brazil's total media spend per capita was R$ 162 in 2023.

Statistic 63

Advertising investment in Brazil rose 11.5% in the first half of 2023.

Statistic 64

Brazil's ad market share of GDP stood at 1.2% in 2023.

Statistic 65

E-commerce marketing spend in Brazil surged 25% to R$ 8.7 billion in 2023.

Statistic 66

Brazil's connected TV ad revenue grew 35% YoY to R$ 1.8 billion in 2023.

Statistic 67

Total marketing budget allocation to performance marketing was 45% in Brazil 2023.

Statistic 68

Brazil's ad fraud losses amounted to R$ 2.4 billion in 2023.

Statistic 69

B2B marketing spend in Brazil increased 14% to R$ 3.2 billion in 2023.

Statistic 70

Brazil's event marketing industry revenue hit R$ 5.1 billion post-pandemic in 2023.

Statistic 71

TV advertising spend in Brazil was R$ 13.2 billion in 2023, down 2% YoY.

Statistic 72

Print media ad revenue in Brazil fell 15% to R$ 2.4 billion in 2023.

Statistic 73

Radio advertising in Brazil generated R$ 3.8 billion, stable at 10% market share in 2023.

Statistic 74

Out-of-home (OOH) digital billboards reached 25,000 units in Brazil by 2023.

Statistic 75

Magazine ad pages sold in Brazil decreased 12% to 450,000 pages in 2023.

Statistic 76

Cinema advertising revenue in Brazil rebounded to R$ 650 million in 2023.

Statistic 77

Newspaper ad revenue in Brazil was R$ 1.9 billion, with classifieds at 35% share in 2023.

Statistic 78

Direct mail marketing spend in Brazil held at R$ 1.2 billion in 2023.

Statistic 79

Billboard ad effectiveness measured 18% brand lift in Brazil urban areas 2023.

Statistic 80

TV prime-time ad slots cost averaged R$ 150,000 per 30s in São Paulo 2023.

Statistic 81

Brazil's sponsorship marketing via sports events totaled R$ 6.5 billion in 2023.

Statistic 82

Trade show exhibitor spend in Brazil reached R$ 4.2 billion pre-FEBRAL 2023.

Statistic 83

Ambient marketing campaigns numbered 1,200 major activations in Brazil 2023.

Statistic 84

Brazil's 72% of consumers trust TV ads more than digital in 2023 survey.

Statistic 85

OOH transit ads covered 15,000 buses in Rio and SP combined in 2023.

Statistic 86

Print outdoor posters reached 2.5 million placements nationwide in 2023.

Statistic 87

Radio spot rates increased 8% to R$ 2,500 average in major markets 2023.

1/87

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With Brazil's advertising market exploding to R$ 35.8 billion in revenue and digital channels commanding over 62% of spend, the marketing industry has ignited with transformative growth that every brand needs to understand.

Key Takeaways

Brazil's advertising market revenue grew by 12.4% in 2023 to reach R$ 35.8 billion.
The digital ad spend in Brazil accounted for 62% of total advertising expenditure in 2023.
Brazil's marketing services industry was valued at USD 15.2 billion in 2022.
Brazil's search engine marketing spend was R$ 7.9 billion in 2023.
Social media ad spend in Brazil reached R$ 14.2 billion in 2023, with Instagram leading at 42%.
Video advertising on digital platforms in Brazil grew 28% to R$ 9.5 billion in 2023.
TV advertising spend in Brazil was R$ 13.2 billion in 2023, down 2% YoY.
Print media ad revenue in Brazil fell 15% to R$ 2.4 billion in 2023.
Radio advertising in Brazil generated R$ 3.8 billion, stable at 10% market share in 2023.
58% of Brazilian consumers aged 35+ prefer traditional media for brand discovery in 2023.
Social media influences 67% of purchase decisions among Brazilian millennials in 2023.
82% of Brazilians use WhatsApp for brand interactions daily in 2023.
Brazil's marketing agencies numbered 12,500 registered in 2023.
Average salary for digital marketers in Brazil was R$ 8,200 monthly in 2023.
42% growth in marketing job openings in São Paulo from 2022-2023.

Brazil's marketing industry is rapidly growing and shifting to digital platforms.

Agencies and Employment

Brazil's marketing agencies numbered 12,500 registered in 2023.
Average salary for digital marketers in Brazil was R$ 8,200 monthly in 2023.
42% growth in marketing job openings in São Paulo from 2022-2023.
Top 10 ad agencies in Brazil handled 35% of total billings in 2023.
Freelance marketers in Brazil increased to 250,000 active in 2023.
MarTech specialists employment surged 28% YoY in Brazil 2023.
Agency consolidation: 15 major mergers in Brazilian marketing sector 2023.
67% of agencies adopted hybrid work models post-2023 surveys.
Content creation roles filled 40% of new marketing hires in Brazil 2023.
Billings per employee in top Brazilian agencies averaged R$ 2.1 million in 2023.
Women hold 52% of marketing director positions in Brazil agencies 2023.
AI training programs enrolled 15,000 marketers in Brazil in 2023.
Agency ROI tracking software adoption at 78% in mid-size firms 2023.
Brazil's 3,200 full-service agencies reported 11% revenue growth in 2023.

Agencies and Employment Interpretation

Brazil's marketing scene in 2023 was a land of stark contrasts, where a fiercely crowded field of 12,500 agencies saw both explosive job growth and aggressive consolidation, all while the industry scrambled to adopt new tech and hybrid work, proving that staying ahead means moving at digital speed while balancing on the tightrope of efficiency.

Consumer Behavior and Trends

58% of Brazilian consumers aged 35+ prefer traditional media for brand discovery in 2023.
Social media influences 67% of purchase decisions among Brazilian millennials in 2023.
82% of Brazilians use WhatsApp for brand interactions daily in 2023.
Email open rates in Brazil averaged 28.5% for marketing campaigns in 2023.
45% of Brazilian shoppers abandon carts due to lack of trust in 2023 e-com study.
Brand loyalty in Brazil stands at 61% influenced by personalized marketing in 2023.
76% of Brazilians research products via Google before buying in 2023.
Influencer recommendations sway 54% of Gen Z purchases in Brazil 2023.
Mobile-first shopping habits: 89% of Brazilians shop via smartphone in 2023.
Sustainability claims boost purchase intent by 33% among Brazilians in 2023.
Video content drives 72% engagement on social media in Brazil 2023.
64% of consumers share negative experiences online post poor service in 2023 Brazil.
AR try-on features increase conversion by 25% in fashion e-com Brazil 2023.
51% of Brazilians prefer brands with local cultural relevance in ads 2023.
Podcast listenership influences 29% of consumer choices in urban Brazil 2023.
Loyalty program participation at 73% among frequent shoppers in Brazil 2023.
68% of Brazilians value user-generated content over branded posts in 2023.
Voice commerce trials reached 12% adoption in smart speaker users Brazil 2023.

Consumer Behavior and Trends Interpretation

Brazil remains a marketing paradox where your grandma finds new brands on the radio, your niece buys whatever her favorite influencer holds, everyone is glued to WhatsApp for customer service, and the entire nation is shopping on their phones but still needs to feel a deeply personal, local, and trustworthy handshake through the screen.

Digital Marketing

Brazil's search engine marketing spend was R$ 7.9 billion in 2023.
Social media ad spend in Brazil reached R$ 14.2 billion in 2023, with Instagram leading at 42%.
Video advertising on digital platforms in Brazil grew 28% to R$ 9.5 billion in 2023.
Email marketing ROI in Brazil averaged 42:1 in 2023 for top performers.
Brazil's mobile ad spend constituted 68% of digital ads at R$ 22.1 billion in 2023.
SEO services market in Brazil valued at R$ 2.8 billion with 15% YoY growth in 2023.
Content marketing spend by Brazilian companies averaged R$ 1.2 million annually in 2023.
Affiliate marketing revenue in Brazil hit R$ 3.4 billion in 2023.
Native advertising impressions in Brazil reached 450 billion in 2023.
Brazil's digital display ad CPM averaged R$ 12.50 in Q4 2023.
Retargeting ad effectiveness in Brazil showed 3.5x higher conversion rates in 2023.
Brazil's app install ad spend grew 32% to R$ 4.1 billion in 2023.
Voice search optimization market in Brazil emerging at R$ 450 million in 2023.
Brazil's 65% of digital marketers used AI tools for personalization in 2023.
Programmatic video ads in Brazil accounted for 55% of digital video spend in 2023.
Social commerce ad spend via Instagram Shops reached R$ 2.3 billion in Brazil 2023.
Brazil's digital audio ad market (podcasts/Spotify) hit R$ 1.1 billion in 2023.
Headless CMS adoption in marketing stacks grew 40% in Brazil in 2023.

Digital Marketing Interpretation

Brazil is a marketing juggernaut where smartphones are king, video is its native tongue, and email remains the surprisingly charming grandparent who still delivers jaw-dropping ROI.

Market Size and Growth

Brazil's advertising market revenue grew by 12.4% in 2023 to reach R$ 35.8 billion.
The digital ad spend in Brazil accounted for 62% of total advertising expenditure in 2023.
Brazil's marketing services industry was valued at USD 15.2 billion in 2022.
Projected CAGR for Brazil's ad market from 2023-2028 is 9.8%.
Total ad spend in Brazil hit R$ 37.1 billion in Q1-Q3 2023.
Brazil's out-of-home advertising revenue increased 18% YoY to R$ 2.1 billion in 2023.
Marketing tech (MarTech) spending in Brazil reached R$ 4.5 billion in 2023.
Brazil's influencer marketing market size was estimated at USD 1.2 billion in 2023.
Ad market growth in Brazil was driven by 22% increase in retail media in 2023.
Brazil's programmatic advertising spend grew to R$ 12.3 billion in 2023.
Digital ad revenue in Brazil expected to reach R$ 45.2 billion by 2027.
Brazil's total media spend per capita was R$ 162 in 2023.
Advertising investment in Brazil rose 11.5% in the first half of 2023.
Brazil's ad market share of GDP stood at 1.2% in 2023.
E-commerce marketing spend in Brazil surged 25% to R$ 8.7 billion in 2023.
Brazil's connected TV ad revenue grew 35% YoY to R$ 1.8 billion in 2023.
Total marketing budget allocation to performance marketing was 45% in Brazil 2023.
Brazil's ad fraud losses amounted to R$ 2.4 billion in 2023.
B2B marketing spend in Brazil increased 14% to R$ 3.2 billion in 2023.
Brazil's event marketing industry revenue hit R$ 5.1 billion post-pandemic in 2023.

Market Size and Growth Interpretation

Brazil's marketing industry is sprinting into a digital future with impressive vigor, though it must occasionally pause to shake out the R$2.4 billion in ad fraud pebbles from its shoe.

Traditional Advertising

TV advertising spend in Brazil was R$ 13.2 billion in 2023, down 2% YoY.
Print media ad revenue in Brazil fell 15% to R$ 2.4 billion in 2023.
Radio advertising in Brazil generated R$ 3.8 billion, stable at 10% market share in 2023.
Out-of-home (OOH) digital billboards reached 25,000 units in Brazil by 2023.
Magazine ad pages sold in Brazil decreased 12% to 450,000 pages in 2023.
Cinema advertising revenue in Brazil rebounded to R$ 650 million in 2023.
Newspaper ad revenue in Brazil was R$ 1.9 billion, with classifieds at 35% share in 2023.
Direct mail marketing spend in Brazil held at R$ 1.2 billion in 2023.
Billboard ad effectiveness measured 18% brand lift in Brazil urban areas 2023.
TV prime-time ad slots cost averaged R$ 150,000 per 30s in São Paulo 2023.
Brazil's sponsorship marketing via sports events totaled R$ 6.5 billion in 2023.
Trade show exhibitor spend in Brazil reached R$ 4.2 billion pre-FEBRAL 2023.
Ambient marketing campaigns numbered 1,200 major activations in Brazil 2023.
Brazil's 72% of consumers trust TV ads more than digital in 2023 survey.
OOH transit ads covered 15,000 buses in Rio and SP combined in 2023.
Print outdoor posters reached 2.5 million placements nationwide in 2023.
Radio spot rates increased 8% to R$ 2,500 average in major markets 2023.

Traditional Advertising Interpretation

In Brazil's tumultuous 2023 marketing arena, traditional TV stubbornly held its costly, trusted throne while print media bled out, radio stood its ground, and everything from cinema to billboards to bus-side ads fought for the scraps of our fragmented attention.

Sources & References

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