The Brazilian advertising market crossed a historic line in 2026. For the first time, the internet received more spend than open TV in the first quarter: R$ 2.14 billion versus R$ 1.75 billion, representing 38.3% of the total versus 31.3%, according to Cenp, the Advertising Market Self-Regulation Forum. The shift had been building over the years, with open TV still holding 46.3% of the market in 2023, while digital had 33.9%. Growth in the digital medium was 24.3% in one year.
When considering the entire market, not just what goes through agencies, the numbers are even larger. Digital advertising moved R$ 42.7 billion in 2025, up 12.7%, representing the second highest growth in the historical series, according to Digital Adspend 2026, a report by IAB Brasil in partnership with Kantar Ibope Media.
Most of that money goes to major global platforms, such as Google and Meta. However, within the digital universe there is a slice that these large companies do not fully capture, and that has been contested by Brazilian advertising technology companies, the so-called national adtechs.
