Brazil Accounts for Majority of Latin America Ad Spend - eMarketer

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Brazil Accounts for Majority of Latin America Ad Spend

Total ad spending to top $20 billion this year

December 17, 2014

Brazil has the largest single advertising market Latin America, and eMarketer estimates advertisers will spend more than $20 billion on paid placements in the country this year, up 12.0% over spending levels from 2013. Our latest forecast for total ad spending in Brazil expects this figure to rise to nearly $30 billion by 2018.

Total Media Ad Spending in Brazil, 2012-2018 (billions and % change)

This puts spending in Brazil far ahead of that in Mexico or Argentina, accounting for more than half of all paid media spending in the entire Latin America region. On digital media specifically, Brazil is similarly dominant, though on mobile, the picture is more even.

eMarketer estimates just over half of digital ad spending in Latin America happens in Brazil, a share that will drop to around 44.5% by the end of our forecast period. For mobile internet ad placements, the share for Brazil is just under 40% this year—and will rise to around 46% by 2018.

Total Media, Digital and Mobile Internet Ad Spending in Latin America, by Country, 2013-2018 (billions)

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

About eMarketer’s Interactive Guide to Worldwide Ad Spending

eMarketer’s latest worldwide ad spending forecast is accompanied by an interactive tool that provides open access to data on traditional, digital and mobile ad spending in 22 countries. Explore the dynamics of the global advertising landscape and compare and contrast which countries are projected to make the fastest switch to digital, and which are staying the course with traditional outlets.

You can view the visualization tool here: emarketer.com/adspendtool

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