In 2022, social media advertising spending in Latin America and the Caribbean was expected to amount to 5.29 billion U.S. dollars, up from 4.11 dollars billion in 2021. The figure was forecast to grow further and reach 9.14 billion dollars by 2026.
Largest markets
Brazil is by far the largest social media advertising market in Latin America, with an estimated 2020 spending of 1.42 billion U.S. dollars, followed by Mexico with 868 million. The next in the ranking is Argentina with 240 million, which is slightly more than a fourth of Mexico’s and approximately 17 percent of Brazil’s expenditure.
Audience
The number of social media users in Brazil is also the highest among the above-mentioned markets (in line with the size of the general population of the countries). In 2020, the South American country had social network user base of 141.5 million people. In Mexico, the figure stood at 80.1 million and in Argentina at 32.4 million. Facebook is the most popular social network in all three of the markets.
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Social media advertising spending in selected countries in Latin America and the Caribbean in 2022
(in million U.S. dollars)
Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes Search Advertising, Advertising, Banner Advertising, Video Advertising as well as Classifieds.
Furthermore, the Digital Advertising market is segmented into Desktop and Mobile revenues depending on the delivery method such as desktop computers (incl. notebooks) or mobile devices (smartphones and tablet PCs).
Social Media Advertising includes all ad revenue generated by social networks or business networks such as Facebook, Twitter, and/or LinkedIn.Ads in social networks can appear as sponsored posts within organic content or alongside the newsfeed. Detailed definitions of these segments can be found on the sub-pages for the corresponding market segments.
Our data is based on ad spendings coming from domestic companies within the selected market regardless of where an advertisement is ultimately displayed.
E-mail marketing, audio ads, influencer marketing or sponsorships, product placement, and commission-based affiliate systems are not considered here.
All figures are estimate. A detailed methodology can be found in the Statista Market Outlook.
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Statista Digital Market Insights. (June 27, 2022). Social media advertising spending in selected countries in Latin America and the Caribbean in 2022 (in million U.S. dollars) [Graph]. In Statista. Retrieved July 16, 2024, from https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country
Statista Digital Market Insights. "Social media advertising spending in selected countries in Latin America and the Caribbean in 2022 (in million U.S. dollars)." Chart. June 27, 2022. Statista. Accessed July 16, 2024. https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country
Statista Digital Market Insights. (2022). Social media advertising spending in selected countries in Latin America and the Caribbean in 2022 (in million U.S. dollars). Statista. Statista Inc.. Accessed: July 16, 2024. https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country
Statista Digital Market Insights. "Social Media Advertising Spending in Selected Countries in Latin America and The Caribbean in 2022 (in Million U.S. Dollars)." Statista, Statista Inc., 27 Jun 2022, https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country
Statista Digital Market Insights, Social media advertising spending in selected countries in Latin America and the Caribbean in 2022 (in million U.S. dollars) Statista, https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country (last visited July 16, 2024)
Social media advertising spending in selected countries in Latin America and the Caribbean in 2022 (in million U.S. dollars) [Graph], Statista Digital Market Insights, June 27, 2022. [Online]. Available: https://www.statista.com/forecasts/1122043/social-media-advertising-spending-latin-america-country