Brazil digital advertising spend surpasses television in 2026

In the first half of 2026, internet advertising surpassed television as the primary destination for advertising spend in Brazil. According to Cenp-Meios data, digital media received R$ 5.62 billion (40.7% of total investment), narrowly edging out television, which recorded R$ 5.61 billion (40.6%). This marks a shift from 2025, when television held a 42.3% share compared to 40.2% for the internet.

Within the digital sector, display and other modalities led with R$ 3.26 billion, followed by social media at R$ 1.35 billion, video at R$ 651.3 million, and search at R$ 336.9 million. Total media spending by 306 participating agencies reached R$ 13.8 billion, a 15.8% increase compared to the same period in 2025.

Simultaneously, the digital production landscape is evolving due to lower processing fees offered by direct acquirers authorized by the Central Bank. While these fees can range between 2% and 3%—significantly lower than the 5% to 8% charged by traditional platforms—experts warn that producers must assume significant operational responsibilities. Transitioning to direct integration requires managing anti-fraud systems, financial reconciliation, and customer support, which can incur monthly costs between R$ 40,000 and R$ 100,000.