Globo Takes Eletromidia Private, Reshaping Brazil’s Outdoor Advertising

Globo, Brazil’s largest media company, has taken full control of Eletromidia, the country’s top out-of-home advertising firm, and removed it from the B3 stock exchange.

This move started in late 2024, when Globo already owned 27% of Eletromidia. Globo then bought another 47.094% from the Vesuvius LBO fund for about R$1.9 billion, paying R$27 per share.

By May 2025, Globo had acquired 99.26% of Eletromidia’s shares, making the company private and delisting it from the stock market. Eletromidia runs 69,000 advertising panels in 20 Brazilian states, with 75% of them digital.

These panels appear in places like airports, shopping malls, public transport, and city streets. In 2024, Eletromidia’s revenue grew by 26.5%, reaching R$1.19 billion, and its adjusted net profit was R$198.3 million.

The company also secured a 20-year exclusive contract to manage Rio de Janeiro’s urban furniture, expanding its reach. Globo’s acquisition is a clear business move to strengthen its position in advertising.

By owning Eletromidia, Globo can offer advertisers a mix of TV, digital, and outdoor ads, reaching people in more places. This helps Globo compete as more people spend time outside and as digital screens become more common in public spaces.

Eletromidia Goes Private, Boosting Globo’s Media Dominance

For investors, Eletromidia’s exit from the stock market means fewer chances to invest in Brazil’s media sector. Minority shareholders received a premium for their shares, but the company now operates privately under Globo’s control.

The deal also means less public information about Eletromidia’s finances. This takeover marks a big change in Brazil’s advertising market. Globo now controls a major part of the outdoor ad business, giving it more power with advertisers and partners.

The move shows how important it is for media companies to offer a mix of advertising options as the market changes. All details and figures in this report come from official company statements and regulatory filings.

For the full picture, see our Brazil Tax Reform: Complete Guide.

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