Market Insights Advertising & Media Advertising

TV & Video Advertising - Portugal

Portugal

Ad spending in the TV & Video Advertising market in Portugal is forecasted to reach US$451.40m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$321.70m in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$35.15 in 2024.
By 2029, the number of TV Viewers in Portugal is anticipated to reach 9.02m users.
Portugal's TV & Video Advertising market is witnessing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Portugal has experienced significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.

Customer preferences: Portuguese consumers are increasingly turning to digital platforms for their entertainment needs, with a growing number of people watching TV shows and videos online. This shift in consumer behavior has led advertisers to invest more in digital advertising, including video ads on popular streaming platforms and social media channels. Additionally, Portuguese consumers are becoming more receptive to personalized and targeted advertising, as they appreciate ads that are relevant to their interests and needs.

Trends in the market: One of the key trends in the TV & Video Advertising market in Portugal is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by advancements in technology and data analytics, which enable advertisers to better understand their audience and deliver personalized ads at scale. Another trend in the market is the increasing importance of mobile advertising. With the widespread adoption of smartphones and tablets, Portuguese consumers are spending more time on their mobile devices, consuming content and watching videos. Advertisers are recognizing this trend and are investing in mobile advertising to reach their target audience on the devices they use most frequently.

Local special circumstances: Portugal has a relatively small market compared to other European countries, which presents both challenges and opportunities for advertisers. On one hand, the smaller market size means that advertisers have a more limited audience to target. On the other hand, it allows advertisers to have a more focused and targeted approach, tailoring their ads to the specific needs and preferences of Portuguese consumers.

Underlying macroeconomic factors: The overall economic growth and stability in Portugal have contributed to the growth of the TV & Video Advertising market. As the economy continues to recover from the financial crisis, businesses are investing more in advertising to promote their products and services. Additionally, the increasing popularity of digital platforms has made advertising more accessible and affordable for businesses of all sizes, further driving the growth of the market. In conclusion, the TV & Video Advertising market in Portugal is experiencing significant growth, driven by changing customer preferences, advancements in technology, and the overall economic recovery. Advertisers are adapting to these trends by investing in digital advertising, programmatic advertising, and mobile advertising to reach their target audience more effectively. As the market continues to evolve, advertisers will need to stay up-to-date with the latest trends and technologies in order to remain competitive and maximize their advertising ROI.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) 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, media consumption, internet users, consumer spending, and digital consumer spending.

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.