A for the television industry in Brazil. In 2026, however, the tournament is not producing the same effect seen in previous editions. Despite the 11% growth in the electronics industry in the first five months of the year, TV sales increased by just 3%, a result considered below the sector’s expectations.
The numbers were released by the National Association of Manufacturers of Electronic Products (Eletros) during the opening of the 19th edition of the Eletrolar Show All Connected, held in the Anhembi District, in São Paulo. According to the entity, manufacturers sold 5.6 million televisions to retailers between January and May. The expectation is to end the year with around 14.1 million units sold by the industry.
For the president of Eletros, José Jorge do Nascimento, the result reflects an economic scenario that is still challenging for products traditionally purchased through installments. “Three percent growth is not enough, especially in a World Cup year, when double-digit expansion is historically expected. The sector continues to face the effects of high interest rates and the high level of household debt, factors that directly affect the purchasing decision”, he states.
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Although football continues to drive retail, the impact on television sales appears more moderate than in previous cycles. Data from NielsenIQ shows that retail sales grew 8% in the first quarter, driven mainly by models with larger screens, above 65 inches, equipment with greater added value and more advanced technology.
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Still, the performance is far from that seen in other editions of the World Cup. “There is demand and supply is adequate, but we are far from repeating the behavior of 2018, when sales grew by around 30%”, says Mateus Andrade Rabelo, senior manager of custom services at NielsenIQ.
According to him, the 2022 World Cup does not serve as a comparison parameter because it occurred at the end of the year, coinciding with Black Friday and Christmas, two traditionally strong periods for retail.
Industry experts believe that the Brazilian television market is going through a different phase to that seen a decade ago. If in 2014 the hosting of the World Cup in Brazil led millions of consumers to anticipate changing their devices, today a large proportion of families already have flat-screen, high-definition televisions, reducing the need for renovation.
Furthermore, the current scenario of high interest rates makes installments more expensive and reduces the space for larger purchases. The result is a change in profile: instead of a significant increase in the number of devices sold, the market is seeing greater demand for premium equipment, especially larger screens and models with advanced connectivity features.
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Historical record remains distant
Eletros data shows that the market will be unlikely to be able to repeat the performance recorded in 2014, when the World Cup held in Brazil boosted the sale of approximately 15 million televisions, a historic record for the sector. Even so, expectations for 2026 remain positive. If projections are confirmed, sales could reach around 14.5 million units, which would represent the second best result in the history of the national television industry. “It would be a very relevant performance for the sector, even without repeating the historical numbers of 2014”, says Nascimento.
