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Broadcast TV Continues Its Dominance in Ad Spending in Brazil

eMarketer estimates that $13.3 billion was spent on total media ad spending in Brazil in 2015

April 7, 2016 | Media Buying

Broadcast TV, a long-popular medium for advertising in Brazil, continues its market dominance, according to a March 2016 report from Kantar Ibope Media and Grupo de Mídia São Paulo. Nearly 63% of ad spending went toward placements on broadcast TV in 2015, with the next-closest medium—pay TV—lagging far behind.

Total Media Ad Spending in Brazil, by Media, 2015 (billions of Brazilian reals and % of total)

In total, BRL35.10 billion ($14.92 billion) was spent on ads in Brazil in 2015. Broadcast TV ad spending amounted to BRL22.06 billion ($9.38 billion); the next-closest media channel, pay TV, made up 9.2% of total spending, at BRL3.22 billion ($1.37 billion).

An August 2014 report from Ibope reveals that, while broadcast TV has long been the leader in ad spending in Brazil, the gap between it and other media is actually widening. In H1 2014, for example, broadcast TV ad spending made up 57% of total media ad spending.

Total Media Ad Spending Share in Brazil, by Media, H1 2014 (% of total)

The decline of newspaper ad spending in Brazil is well-tracked in these reports, as well—from 14% of total media ad spending in H1 2014 to just over 8% in 2015. Pay TV, meanwhile, has gained about a percentage point in 2015. But it’s clear that ever-important broadcast TV still rules over Brazil.

eMarketer estimates that $13.3 billion was spent on total media ad spending in Brazil in 2015 and projects $14.7 billion will be spent in 2016. That number rises to $15.6 billion in 2017 and eventually to $17.6 billion in 2020.

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