Latin America Ad Spending 2025

Double-Digit Digital Growth Endures Despite Mounting Economic Uncertainty

Report by Matteo Ceurvels  | Jun 25, 2025
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Table of Contents
Executive Summary
Economic divergence and US trade tensions will define Latin America’s ad market this year
Three important findings from our forecast
Recommendations for advertisers
Behind the Numbers
Listen Next
Sources
Media Gallery
About This Report
Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.
Topics
Total Media Ad Spending
Digital Ad Spending
Latin America
Table of Contents
Executive Summary
Economic divergence and US trade tensions will define Latin America’s ad market this year
Three important findings from our forecast
Recommendations for advertisers
Behind the Numbers
Listen Next
Sources
Media Gallery

Latin America’s ad market will continue its upward trajectory despite mounting economic headwinds in key markets. Rebounds in Argentina and Chile will buoy regional momentum, offsetting slower growth in Mexico due to trade tensions with the US. Meanwhile, rising investment in digital formats like social and retail media will propel total spending past $40 billion.

Key Question: Which countries, formats, and channels will fuel ad spending growth in Latin America?

Digital Will Represent Nearly Two-Thirds of All Ad Spending in Latin America by 2029
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Key Stat: Digital will account for nearly two-thirds of total media spending in Latin America by 2029—up from 56.6% this year—driven by sustained double-digit growth in retail media, social media, and digital video.

This report can help you:

  • Determine market sizing (brands, media platforms, agencies, and solution providers)
  • Develop a media strategy (brands, agencies)
  • Allocate budget for campaigns (brands, agencies)

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Economic divergence and US trade tensions will define Latin America’s ad market this year
  3. Three important findings from our forecast
  1. Recommendations for advertisers
  2. Behind the Numbers
  3. Listen Next
  1. Sources
  2. Media Gallery

Charts in This Report

Digital Will Represent Nearly Two-Thirds of All Ad Spending in Latin America by 2029Latin America’s Ad Market Will Outpace GDP and Inflation—but Country-Level Growth Remains Uneven
Media Ad Spend in Latin America Will Cross $40B This Year, Fueled by Gains in 3 Largest EconomiesTrade Uncertainty With the US Will Dampen the Outlook for Mexico’s Ad Market This Year
Three Latin American Countries Will Rank Among the World's Fastest-Growing Digital Ad Markets This YearThe Rise of Digital-First Ad Strategies Has Loosened Legacy Media Companies' Grip on Local Ad Markets
Digital Will Represent Nearly Two-Thirds of All Ad Spending in Latin America by 2029Social Media Remains the Top Digital Ad Format in Brazil and Mexico, Even as Retail Media Gains Traction
Meta’s Digital Ad Dominance Will Begin to Wane This Year Amid Growing Competition in Brazil and MexicoRetailers Were Among the Fastest-Growing Advertisers Worldwide in 2024
Retail Media Ad Spending in Latin America Will More Than Double Between 2025 and 2029, (billions in retail media ad spending in Latin America and % of total digital ad spending, 2024-2029)

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authors

Matteo Ceurvels

Contributors

Paul Briggs
Principal Analyst
Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Diego Dell’Orco
Donte Gibson
Senior Charts Editor
Kyndall Krist
Senior Copy Editor
Wendy Malloy
Director, Reports Editor
Oscar Orozco
Senior Director, Forecasting