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2 clusters · 10 sources · 26 days · First seen about 1 month ago · Last updated 16 days ago

Brazilian media consumption and advertising trends

Overview

In mid-2026, Brazilian media consumption showed a divergence between viewership habits and advertising investment. While broadcast television maintained dominance in audience reach, accounting for 73% of home video viewers and 63.2% of total video consumption as of May 2026, the financial landscape shifted toward digital platforms.

Data from the first half of 2026 indicates that internet advertising surpassed television in total spend for the first time. Digital media investment reached R$ 5.62 billion (40.7% of the total), narrowly exceeding television’s R$ 5.61 billion (40.6%). This transition follows a 2025 period where television held a larger share of the advertising market. Within the digital sector, investments were led by display advertising, followed by social media, video, and search.

Entities

4Selet · Cenp-Meios · Banco Central · KPMG · Kantar IBOPE Media

Timeline

16 days ago

[BUSINESS] 6 sources
Brazil digital advertising spend surpasses television in 2026
Internet advertising has overtaken television in Brazil, capturing R$ 5.62 billion in the first half of 2026. Meanwhile, digital producers face new operational complexities amid lower payment processing fees.
about 1 month ago

[CULTURE] 4 sources
Television maintains dominance in Brazilian media consumption
Broadcast television continues to lead Brazilian video consumption with 63.2% of the market, outperforming streaming services and serving as a critical source of local news and social inclusion.

Sources

consumidormoderno.com.br · igmais.ig.com.br · maranhaohoje.com · meioemensagem.com.br · portalnine.com.br · tomorrowland.com · tvhistoria.com.br · uai.com.br · veja.abril.com.br · wscom.com.br