Television absorbs 50% of the advertising market in Portugal and will grow in 2022 – Companies
Television absorbs 50% of the advertising market in Portugal, having “one of the largest shares in Western Europe” and is expected to grow another 5% in 2022, according to a study by IPG Mediabrands.
In a statement, the consultant said that “according to the results of the study, the norms of the advertising market in Portugal for 2022 are characterized by a growth trend, with emphasis on investments in television”.
Thus, “represents more than 50% of the national public market, one of the largest shares in Western Europe, it is expected that investments in television will continue to grow by around 5% in 2022 to reach levels higher than the pre-covid phase of 2019 “, it is even read in the note.
“An analysis of the national market also points to a 12% growth in the ‘out-of-home’ sector [fora de casa], reaching approximately 76% of the size of the pre-covered market, with full recovery expected by the end of 2025”, according to the statement.
Furthermore, “an IPG Mediabrands still predicts a moderate recovery in radio with a 4% increase, while investments in press will continue to decline 4%”, stated the statement.
According to the study, this year “digital recorded a strong acceleration in Portugal, with an increase of around 30%, reaching around 300 million euros in total revenue and a market share of 30%, below the average for the Western Europe, greater than 60%”.
The consultant believes that “growth should remain strong for 2022, with an acceleration of 17%, led by video (22%) and social networks (19%), followed by ‘search’ (17%)”, explaining that “forecasts that over the next few years investments in digital advertising will register an annual growth of over 10%”.
According to the study, “the return of advertisers from the telecommunications and FMCG sectors should drive the growth of the advertising market in 2022”, and “the automobile sector, although important, remains inhibited due to global problems with the supply chain. supplies”.
Cited in the statement, Natália Júlio, director of Magna, the ‘intelligence’ unit of the IPG Mediabrands group, said that “in 2021, the national advertising market recovered, following the trend of the global market and economic evolution. faster-than-expected growth”.
Globally, according to the study, “Global media advertising investments grew by more than 22% in 2021, reaching an all-time record of $710 billion, after a 2.5% decline in 2020. additional advertising investment of 126 billion dollars”.
IPG Mediabrands added that “the global advertising market is currently 19% larger compared to the pre-covid period, with a steady growth in 2022 of around 12%.”