Brazil Ad Spending Benchmarks: 2025

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This is EMARKETER’s inaugural 2025 “Brazil Ad Spending Benchmarks.” In each edition of this series, we look at the latest forecasts for total media ad spending and digital ad spending by format, device, and channel. Each deck in this series gives marketers the data they need to benchmark their own spending.

This report collection can help you: 

  • Benchmark marketing performance, allocate budget for campaigns, and develop media strategy (brands and agencies)

  • Determine market sizing (brands, agencies, media platforms, solution providers)

*Click here to view the full collection on EMARKETER’s website.

Key Developments in Brazil Ad Spending

  • The ad market will see steady growth in 2025 and beyond.

  • Digital will underpin ad spending growth.

  • Display formats will dominate the digital ad landscape.

  • Social media, retail media, and connected TV (CTV) will drive nearly all digital ad growth.

  • The old media guard will lose ground to digital-native competitors.

Index of Benchmarks

Below are links to each of the four decks this series comprises, covering Brazil total media, digital, search, display, retail media, CTV, and social network ad spending benchmarks. Under each heading is a list of the charts shown in that deck.

Brazil Total Media Ad Spending Benchmarks

  • Total Media Ad Spending at a Glance

  • Total Media Ad Spending

  • Total Media Ad Spending Growth, by Medium

  • Total Media Ad Spending Split Between Traditional and Digital

  • Total Media Ad Revenue Share, by Company

Brazil Digital Ad Spending Benchmarks

  • Digital Ad Spending at a Glance

  • Digital Ad Spending

  • Digital Ad Spending, by Format

  • Digital Ad Spending, by Channel

  • Digital Ad Spending, by Device

  • Digital Ad Revenues, by Company

Brazil Digital Ad Spending Benchmarks, by Format

  • Digital Ad Spending, by Format​

  • Display Ad Spending

  • Display Ad Spending, by Format

  • Search Ad Spending​

Brazil Digital Ad Spending Benchmarks, by Channel

  • Digital Ad Spending, by Channel​

  • Social Network Ad Spending​

  • Social Network Ad Revenues, by Company​

  • Retail Media Ad Spending​

  • Retail Media Ad Revenues, by Company

  • Connected TV (CTV) Ad Spending​

All EMARKETER forecasts for Brazil were updated in July 2025, except where indicated.