IBOPE put the total tally at 43.8 billions reais ($22 billion), up from 39.8 billion reais, based on data from Monitor Evolution, software which tracks advertising spending across various media outlets.

Television attracted 24 billion reais, 55 percent of the total, up 13 percent compared with last year, followed by newspapers with 18 percent.

Radio and the Internet however recorded the biggest growths with 25 and 18 percent respectively.

The top market was Sao Paulo, with 28 percent of spending, although the strongest growth in percentage terms was in the northen cities of Fortaleza and Manaus, with 24 and 16 percent respectively, IBOPE said.