Brazil’s regional media groups are making a straightforward bet: that the next phase of out-of-home growth will be won by whoever can assemble scale in places national networks have treated as secondary. NSC made that bet explicit at its 2027 upfront on the evening of November 5, where it confirmed a partnership with Eletromidia and presented an expanded digital out-of-home footprint across Santa Catarina.
What the new structure actually contains
Before the announcement, NSC View already ran a 3D panel of its own at Villa Romana Shopping in Florianopolis and 295 screens in partnership with Ponto Z, a combination the company describes as generating more than 112 million monthly impacts. With the new structure, NSC moves to more than 290 digital faces across 32 Santa Catarina cities, plus 25 large-format panels in four municipalities.
The combined potential is put at above 120 million impacts per month, split roughly into more than 60 million from Eletromidia, more than 60 million from Ponto Z, and more than 2 million generated by the Villa Romana 3D panel. Those are operator-supplied figures rather than independently audited ones, but the direction is unambiguous: a state-level media house has assembled a digital footprint that now behaves like a national-scale network inside its territory.
The partner is the largest OOH company in Brazil
Eletromidia operates in 22 states and around 100 cities with more than 92,000 advertising faces, of which roughly 70,000 are digital. In Santa Catarina specifically, it runs 285 faces at 216 locations across 32 cities and reaches more than 677,000 people per month.
That local detail matters more than the national headline. The reason a partnership of this kind works is not that Eletromidia is large, but that its Santa Catarina inventory already overlaps with the cities and corridors where NSC has content relationships and audience trust. The two assets sit in the same streets rather than being stitched together on a slide.
Fernanda Federico, Eletromidia’s regional commercial director, framed the deal in exactly those terms: Santa Catarina is a strategic, innovative and dynamic market, and joining Eletromidia’s DOOH technology and structure with NSC’s credibility and reach extends the group’s strength in the state.
Why regional media houses are buying digital inventory
NSC’s move follows a pattern visible across mid-sized markets globally. Regional broadcasters and publishers own something national networks cannot buy quickly: sustained audience relationships, local news credibility and content that people deliberately return to. What they have historically lacked is addressable physical inventory at scale. Buying or partnering for digital faces closes that gap, and it converts a content business into a media business with a second revenue engine.
The upfront format itself is part of the story. NSC used a market-facing event to present next-year commercial opportunities, which is standard practice for television in Brazil and much less standard for out-of-home. Presenting DOOH inventory in an upfront frame signals that the company wants to be planned annually alongside broadcast, not bought spot-by-spot at the last minute.
What advertisers get, and what to check
For planners, the practical offer is coverage and frequency inside one state: digital faces in 32 cities for broad reach, 25 large-format panels in four municipalities for dominant presence, and a 3D site in Florianopolis for attention-led creative. The combination supports campaigns that need both everyday repetition and a small number of high-impact moments.
The questions to ask are the usual ones for any consolidated network. How much of the 290-plus faces are truly independent of the partner’s inventory, and how much is counted twice? Are the 120 million impacts net of duplication across the Eletromidia and Ponto Z sets? And what measurement is attached to the 3D panel, which is expensive to produce for and hard to evaluate with conventional impression models?
Why it matters
The NSC and Eletromidia tie-up is a case study in how DOOH scale is actually built outside capital cities: not by importing a national network, but by combining a local content brand with a large operator’s street-level inventory. If the model holds, it gives advertisers a third buying option in Santa Catarina beyond the national groups and the small independent operators, and it gives regional media companies a credible answer to the question of what happens to their business when broadcast revenue flattens. The 2027 upfront is the moment that answer became a commercial proposition rather than a strategy document.
