Economic, political conditions impact adspend in Brazil: Zenith

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


About Steve Stone

Director of Online Operations at World Newsmedia Network
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