The Print Advertising market in Portugal has been experiencing significant changes and developments in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all played a role in shaping the current landscape. Customer preferences in Portugal have shifted towards digital media, leading to a decline in print advertising. With the rise of smartphones and internet access, consumers are increasingly turning to online platforms for information and entertainment. This shift in behavior has resulted in a decrease in the demand for print advertising, as advertisers are now focusing more on digital channels to reach their target audience. Trends in the market reflect this shift towards digital advertising. Advertisers are investing more in online platforms such as social media, search engines, and video streaming websites. These platforms offer a wider reach and more targeted advertising options compared to print media. Additionally, digital advertising allows for real-time tracking and analytics, providing advertisers with valuable insights on the effectiveness of their campaigns. Local special circumstances in Portugal have also contributed to the decline of print advertising. The country has been facing economic challenges in recent years, with low economic growth and high unemployment rates. This has led to a decrease in advertising budgets, forcing companies to prioritize their spending on more cost-effective digital advertising options. Furthermore, the print media industry in Portugal has been struggling with declining circulation and readership numbers, making it less attractive for advertisers. Underlying macroeconomic factors have also had an impact on the print advertising market in Portugal. The global economic downturn and the ongoing digital revolution have affected the advertising industry worldwide. Advertisers are looking for more efficient and cost-effective ways to reach their target audience, and digital advertising provides them with the tools to do so. Additionally, the increasing availability of high-speed internet and the growing popularity of smartphones have made digital advertising more accessible to a larger audience. In conclusion, the Print Advertising market in Portugal has been experiencing a decline in recent years due to changing customer preferences, the rise of digital advertising, local economic challenges, and global macroeconomic factors. Advertisers are shifting their focus towards digital platforms, which offer a wider reach, more targeted options, and better tracking capabilities. The print media industry in Portugal is facing challenges in terms of declining circulation and readership numbers. As the digital revolution continues to reshape the advertising industry, it is likely that the print advertising market in Portugal will continue to decline in the coming years.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
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