How streaming platforms and global brands lead the TV advertising landscape

Television advertising investments fluctuate based on the market and time period under consideration, reflecting shifts in company strategies and consumer behavior.

In Brazil, early 2024 saw streaming platforms like Globoplay, Disney+, and Claro emerge as the top investors in TV advertising, with these services dominating the first quarter and solidifying their presence as key players in Brazilian television advertising.

In 2023, the leading advertisers in terms of ad slots on open TV were Globoplay, Dove, and Sky. Globoplay topped the list with 37,700 spots, followed by Dove with 24,600, and Sky with 24,000, marking them as the brands with the highest ad frequency.

On a global scale, Amazon was the top advertiser in 2022, investing a staggering $16.9 billion. Other major players like Procter & Gamble, Unilever, L'Oréal, and Volkswagen also ranked highly, showcasing their expansive reach and comprehensive communication strategies.

These advertising investments are dynamic, as companies continually refine their strategies, react to economic shifts, and adjust to evolving consumer trends.