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The Latin America coverage in the Global Media Intelligence Report includes poll results from Argentina, Brazil, Colombia, Mexico, and Peru.

For Argentina, however, we apply a different exchange rate for 2024 and each historical year in our forecast period. Since we don’t forecast the exchange rate, we apply the most recent rate to future years.

While nations such as Brazil, Argentina, and Chile received the baseline 10% tariff, others—like Guyana (38%), Nicaragua (18%), and Venezuela (15%)—were hit harder. Mexico and Canada were excluded from this round but still face existing tariffs on key sectors, including a 25% duty on vehicle imports.

Argentina, Mexico, and Brazil lead, but smaller markets show high growth potential. Opportunities abound for advertisers and retailers. The Latin American digital evolution is influenced by macroeconomic forces and regulatory shifts. While inflation remains a concern, new local regulations will require companies to adapt.

Mercado Libre will account for 66.5% of ecommerce sales in Argentina this year: Amazon sees an opportunity to chip away at that share by offering a $5 flat international shipping rate.

Social network user growth will be slow on a worldwide level, but 2025’s meager 2.9% increase will still equate to more than 115 million new users. Facebook remains in the lead in most countries and regions, even though its share of internet users is declining.

Interactive Advertising Bureau Argentina (IAB Argentina). Interactive Advertising Bureau Brasil (IAB Brasil). Interactive Advertising Bureau Chile (IAB Chile). Interactive Advertising Bureau Colombia (IAB Colombia). Interactive Advertising Bureau México (IAB México). Interactive Advertising Bureau of Canada (IAB Canada). Interactive Advertising Bureau Perú (IAB Perú).