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Latin America Ad Spending Summary 2018

Mobile to Capture Over Half of the Digital Market

About This Report
This report provides an in-depth analysis of eMarketer’s latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in Latin America.
Table of Contents

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

  • On a global scale, Latin America is the fourth largest ad market and will account for 6.1% of worldwide media ad spending this year. We expect paid media will rise to $44.35 billion by 2022.
  • Brazil is the region’s largest ad spending market, at $17.00 billion, and is also the sixth largest in the world, ahead of Australia ($11.99 billion) and France ($11.78 billion).
  • Traditional media—in particular, TV—will receive the largest share of overall ad spending in Latin America, at 73.7%, amounting to $28.30 billion. The region’s ad landscape is still very traditional when compared with the worldwide average of 56.5%.
  • Digital’s share of total media spend in Latin America will trail the worldwide average: 26.3% vs. 43.5%. Latin America will underindex throughout the forecast period due to the sheer power of TV within the region, and as advertisers play catch-up with rising internet penetration and smartphone adoption rates. We forecast digital will grow from $10.01 billion in 2018 to $14.76 billion in 2022. By then, it will represent one-third of total media expenditures.
  • Mobile’s share of total media outlays in Latin America will reach 13.9% this year and climb to 25.8% by 2022. Even though Latin America has made great strides in boosting its mobile investments, it still lags behind most other regions; the global average will be 29.2% in 2018 and rise to 41.9% by the end of the forecast.


Matteo Ceurvels


Andrea Szasz
Forecasting Analyst
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