Latin America Ad Spending 2018

Latin America Ad Spending 2018

FIFA World Cup’s Effect; Digital Trends for Argentina, Brazil, Chile, Colombia, Mexico and Peru

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About This Report
An in-depth look at total media, traditional media, digital and mobile ad spending for six markets in Latin America—Argentina, Brazil, Chile, Colombia, Mexico and Peru—as well as the implications of the FIFA World Cup on consumer behavior and regional ad spending.

As economies in the region begin to recover—coupled with presidential elections and the FIFA World Cup—total media ad spending will grow 8.7% this year to $38.04 billion.

  • New streaming options for TV and mobile during the World Cup in Russia will make this Latin America’s first “digital cup.” Streaming on Facebook and Instagram, as well as 360-degree video and live streaming from DirecTV, will change how fans view the game.
  • Out-of-home (OOH) advertising will be one of the fastest-growing media formats in Brazil this year. The country is easing its outdoor ad laws and investing more in infrastructure and digital OOH. As a result, OOH ad outlays will grow by 10.0% in 2018, totaling $1.12 billion and representing 6.6% of total media ad spending.
  • Colombia is the only country in the region where traditional media will contract in both ad spending share and ad dollars throughout the forecast. Traditional advertising in Colombia will fall from $915.6 million in 2018 to $900.2 million in 2022.
  • Despite having the region’s highest percentage of mobile users—74.6% of the population—Chile ranks second to last in terms of mobile ad spending. Only 35.7% of digital ad spend will flow to mobile this year, vs. the regional average of 52.9%.
  • TV ad spending in Mexico saw negative growth in 2017 but bounced back slightly in 2018 due to the World Cup and presidential election. But digital will continue to climb at a faster rate. Digital will overtake TV expenditures in 2020, accounting for 41.9% of total media ad spending vs. 39.2% for television.
  • Peru will have the region’s highest percentage of ad spending allocated to traditional media in 2018, at 85.4%. Even as digital advertising begins to grow within the country, traditional media will continue to keep its majority share and slip to just 82.1% in 2022.

WHAT’S IN THIS REPORT? This report provides a deep-dive analysis for total media, traditional media, digital and mobile ad spending in six markets in Latin America—Argentina, Brazil, Chile, Colombia, Mexico and Peru—as well as implications of the World Cup on consumer behavior and regional ad spending. The projections, which run through 2022, include breakouts by country and format. The full data set for this forecast can be found in this report’s accompanying spreadsheet.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

40charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. The 2018 World Cup Will Be the ‘Digital Cup’
  2. Argentina
  3. Brazil
  4. Chile
  1. Colombia
  2. Mexico
  3. Peru
  4. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Richard Merren
Aurem
Co-Founder and Director, North America
Interviewed February 14, 2018
Alejandra Torres
Aurem
Co-Founder and Director, Latin America
Interviewed February 14, 2018
Gerardo Sordo
BrandMe
Founder and CEO
Interviewed February 14, 2018
Eric Tourtel
Teads
Senior Vice President, Latin America
Interviewed February 14, 2018
Nisa Bayindir
GlobalWebIndex
Director, Insights
Interviewed April 26, 2018
Fernando Paiva
Mobile Time
Editor and Director, Content
Interviewed March 28, 2018
Abel Revoredo
Revoredo Abogados
Founding Partner
Interviewed March 13, 2018

authors

Matteo Ceurvels

Contributors

Andrea Szasz
Forecasting Analyst