Research: Ad Spending in Brazil Already Tops $27 billion

According to the latest data published by IBOPE at the end of September, ad spending in South America hit $7.237 billion in July, for a total of $48.436 billion so far this year.

The country with the highest level of ad spending was Brazil, with $3.853 billion spent in July and $27.352 billion so far this year. Argentina follows second with $1.122 billion spent in July and $6.770 billion in the year to date. Colombia comes in third with $566 million spent in July and $2.819 billion so far this year, followed by Chile and Venezuela in fourth and fifth place, respectively. 

In terms of ad spending by medium, broadcast television ranked first in all countries, garnering the highest percentage of all ad dollars invested. TV ad spending in Brazil was $2.163 billion, followed by Argentina and Venezuela with $622 million and $450 million, respectively.  Print media (magazines and newspapers) came in second for ad dollars spent, reaching $876 million in Brazil, $281 million in Argentina, and $98 million in Chile (no  data was available for print ad spending in Venezuela).

Countries included in IBOPE’s ad spending survey were Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Uruguay and Venezuela. Complete data is shown in the table below.

Ad Spending by Country (in billions)


The pay TV channel with the most views in Latin America during the month of July was the Disney Channel, with a 1.09% rating. Cartoon Network was second with a .86 rating; Fox was third with .85; and Disney XD and Discovery Kids tied for fourth with a .79 rating; while Nickelodeon came in fifth with a .68 share.

The pay TV channel survey included data from Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Mexico, Panama, Paraguay, Peru, Uruguay and Venezuela. The complete rankings are shown in the table below:


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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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