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While Latin America is dominated by television adspend growth, economic challenges have driven Brazillian adspend to decrease since 2014 to 2009 levels. Similarly, while Internet adspend is increasing in double digits nearly everywhere in the world, Brazil’s Internet adspend has been stable since 2014.  Television will continue to dominate advertising expenditure in Latin America for the foreseeable future, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Brazil, Argentina, Ecuador and Venezuela account for Latin American adspend in 2016. The Brazillian economy, which is suffering the worst recession since the 1930s,  is expected to improve in 2017, which will improve some adspend for the foreseeable future, particularly Internet adspend, according to Zenith.

The Internet adspend share is rising slowly, from 22.3% in 2015 to 23.4% in 2016. By 2019, Internet advertising spend is projected to account for 26.2% of all adspend. Meanwhile, the main loser is the newspaper industry, which garnered more than one-fourth of the adspend in the early 1990s. In 2016, newspaper adspend represented 5.5%, while it is expected to represent 4.2% of adspend share in Brazil.

For more advertising spend and other digital media performance trends, go to www.NewsBizBlog.org

Argentina was the ninth fastest adspend country in the world from 2006 to 2016, having grown 228.6% during those 10 years, following an economic crisis, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

TV and the Internet continue to be the two leading adspend recipients, garnering 41% and 28.6% of the total adspend in 2016, respectively. Internet adspend overtook newspaper adspend  in 2016.

Part of the economic recovery was the effect on adspend. In 2015, adspend grew 32% in U.S. dollar terms, causing a dramatic spike in adspend. Ad volumes increased by 14%, mostly because of high spending on local and national elections, according to Zenith.  Meanwhile, media prices rose by 40%. Since then, media spend has stablilised, and is growing modestly for the foreseeable future.

For more advertising spend and other digital media performance trends, go to www.NewsBizBlog.org

2017 marks the year Internet overtakes television as the leading recipient of advertising expenditure across the globe, accounting for 36.9% of total adspend, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

By 2019, Zenith predicts Internet adspend to account for 41.7% of global adspend. While Internet is the fastest growing medium for adspend, it is slowing down to low double digits. Zenith reports that the Internet adspend grew 17% from 2015 to 2016, and predict an average annual growth rate of 11% per year from 2016 to 2019.

Zenith predicts the further decline of other traditional media adspend, at the expense of Internet adspend growth, most notably, TV, newspapers, and magazines.

For more advertising spend and other digital media performance trends, go to www.NewsBizBlog.org