Digital advertising surpasses TV and consolidates new communication model for 2026

The Brazilian advertising market is experiencing a historic turning point. For the first time, investments in digital media have surpassed those in open TV, consolidating the internet as the main engine of growth and protagonism of the sector. The change reflects not only a reallocation of funds, but the consolidation of a new communication model guided by data, technology and efficiency.

For a ADSPLAY, a media hub specialized in integrated solutions, the scenario for 2026 points to increasingly measurable strategies. In a fragmented attention environment, advertising ceases to be just a sales tool to become a key part in the construction of image and insertion of brands in the popular imagination.

The turning of numbers

Structural change is proven by the latest market data Cenp-Means 2024:

• Internet: Reached R$ 10.46 billion in investments, representing 39,8% total advertising cake.
• TV Open: Got with R$ 9.61 billion, adding 36,5% of total.

This leadership is reinforced by surveys of IAB Brazil in partnership with Kantar Ibope Media, which indicate a total volume of R$ 37.9 billion driven by digital advertising in 2024, growth is driven by the expansion of new online formats and the continued migration of investments from traditional media.

Creativity combined with data

The maturation of the digital sector is also reflected in the quality and cultural relevance of the campaigns. The focus has gone from being just the exhibition to becoming the real connection with the public.

A clear example of this movement was the 2025 edition of the Effie Awards Brazil, main advertising effectiveness award. The case “Pedigree Caramel: the national passion mutt now has” pedigree” the campaign, focused on responsible adoption, illustrates how contemporary advertising uses data to generate massive engagement and concrete social impact.

The attention challenge

For experts, the future requires intelligence in the management of the consumer journey. Eduardo Sani, CEO of ADSPLAY, highlights that the dispute for public attention requires a more sophisticated approach.

“Consumer attention is increasingly disputed. The brands that stand out are those capable of uniting relevance, personalization and efficiency throughout the entire journey, using data and media intelligence to generate real” impact, says Sani.

With digital at the heart of strategies, brands that can align their narratives with the behaviors, values and social transformations of the public tend to lead the market in the coming years.