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Latin America

Latin America covers the territories from Mexico in the north to Argentina and Chile in the South, a region that historically has low levels of advertising spend, but has seen rapid growth in the 21st century due to an emerging middle class. The biggest advertising market in the region by some distance is Brazil, followed by Argentina and Mexico. Across these markets, television remains the dominant channel.

Key Reading

Important papers from across the Warc database

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. It argues that, when building brand awareness in Latin America, brands should consider the importance of word of mouth recommendation and tailoring products to the local market.
This paper investigates the social identities and preferences of Brazil's ascending middle class.
How Coca-Cola's sponsorship of the Olympics has evolved over the years to the 2016 Games in Brazil.
Predicted advertising expenditure across 12 key markets, including Brazil, for the next two years.

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