Advertising in Portugal - statistics & facts

Advertising puts the sellers of products or services in contact with potential clients, being of utmost importance to the success of any business. Equally important is the choice of the most suitable channels for advertisements to reach each company’s target audience. Portugal’s advertising landscape is marked by the dominance of TV ads. Portuguese largely trust television even though there is a growing relevance of online forms of advertising, particularly social media advertising.

Traditional advertising in Portugal

Television, radio, print, and outdoor advertising constitute the traditional channels for adverts in Portugal. If television is the main vehicle for advertising investment in the country, ad spending in press advertising has been declining progressively, as occurs with radio and cinema ads. The most noticeable particularity of the changes that are occurring in press advertising is the increasing relevance of digital press ads over print press ads, which may be justified by the growing share of individuals accessing online news platforms in the country.

Digital advertising in Portugal

Digital ad spend has been growing in Portugal, just as happens in the rest of Western Europe. Online search ads are the format that attracts more investment, which reached almost 390 million U. S. dollars in 2022. Nevertheless, other forms of online advertising have been proving themselves very lucrative, such as influencer advertising. With the number of social media users increasing, influencers have become an important element of the advertising industry due to the trustworthiness that their endorsements represent to followers. This is proven by the fact that a considerable share of consumers have bought products based on the recommendations of influencers.

Behavior towards advertising

Personal data, such as the online behavior of internet users, is transferred to companies several times a day. Companies then use these data for targeted advertising. Despite being irritated by online advertising in general, and by personally tailored ads, the feelings of the Portuguese regarding online ads are marked by tolerance if they lead to free content. Overall, the Portuguese prefer creative adverts, and tend to easily identify ads, and the brands behind them. This may explain why some of the country’s leading companies are also the biggest advertisers in value of investments, which also leads them to overlap with the most identifiable brands in ads.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Beatriz Luz, Jan 9, 2024

Key insights

Costs of sales of promotional media in Portugal
808.4m EUR
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Advertising medium with the lowest investment in Portugal
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