NOS is the queen of advertising in Portugal. Havas and Wavemaker lead in agencies – Marketeer
NOS Comunicações conquered the title of biggest advertising advertiser in Portugal, last October. Data from Marktest’s MediaMonitor service show that the company invested, at list prices, nearly 55 million euros in advertising campaigns, having reserved the largest share (approximately 54.6 million euros) for television.
Modelo Continente (32 million euros), L’Oréal Portugal (28.9 million), Ediclube – Publishing and Promotion of the Book (25.89 million) and Unilever-Fima (25.88 million) complete the top 5 of the largest advertisers in the national market, in the last month.
Havas, in turn, takes the cup of advertising agency with the highest level of investment: 86.7 million euros. Fuel (57.3 million euros), VMLY & R (55.1 million), Partners (43.4 million) and Wunderman Thompson (39.2 million) follow.
In the field of media agencies, Wavemaker stands out, with around 134.8 million euros in advertising investment recorded in October. The next places are occupied by Arena (131.7 million euros), Carat (125.3 million), Initiative (79.9 million) and OMD (78.8 million).
In total, the month of October was synonymous with around 1.14 billion euros in advertising investment. As usual, television stands out as the medium to which advertisers dedicate the largest share of the budget, having earned 994 million investment. This is followed by internet (56.4 million euros), press (30.9 million), outdoor (29.4 million), radio (20.5 million) and cinema (2 million).