The audience for outdoor advertising in Portugal recovered in the fourth quarter of 2021. This is the conclusion of the PSE_OOH Panel study, accredited by CAEM – Commission for the Analysis of Media Studies, which points to a “relative normalization” in the total for the second half of the year.
The same report of the “changes caused by teleworking”.
In general terms, the active population is no longer relying solely on the traditional home-work-home commute, more common in the pre-pandemic period. With the arrival of the coronavirus from work, the Portuguese, to whom the seriousness of the situation refers, with a new different and more remote mobility. The final result, in the last quarter of the year, was greater mobility, on average 12% higher than the pre-pandemic PSE base index.
In this way, “in a context where audience fragmentation is a reality with a daily increase”, points out the same analysis, “the ‘outside’ environment is now reinforced as a mass medium, with the ability to impact all age groups, all social classes and even all levels of behavior and digital consumption”. For this study, more than 54 thousand advertising faces were audited.