“Compared with 2019, the last year before the impact of the pandemic on the market, Powermedia grew by around 38% up to 2022, while the market grew by 4% over the same period,” says the media agency.
The purchasing centre Powermedia closed 2022 with turnover exceeding 108 million euros. It is its best result ever – double what it billed five years ago – and reflects above-market growth, says the centre chaired by Pedro Teles Baltazar, representing the media agency Nova Expressão, which he owns. The agency he leads, in turn, had turnover of 40.5 million euros, growth of 68.1% compared with 2019, the last pre-pandemic year.
“Compared with 2019, the last year before the impact of the pandemic on the market, Powermedia grew by around 38% up to 2022, while the market grew by 4% over the same period,” specifies the centre, which also has André Freire de Andrade, CEO Iberia and SS Africa at Dentsu, as a director; Dentsu is the group that owns Carat Portugal, the country’s largest media agency, according to the MediaMonitor ranking.
Estimates of the size of the Portuguese advertising market indicate that, in 2022, advertising reached 620 million euros, of which 540 million was through media agencies. The media that channelled the largest investment in the purchase of advertising space were television (open TV and pay TV), with 51.1%, and digital, with 28.2%.
2023 is seen as “a challenging year in every sense in the current context, marked by war, inflation, the energy crisis, the crisis of the major technology companies and the growth of artificial intelligence in the world of digital advertising”, the centre anticipates.
Powermedia is now, it highlights, the second-largest purchasing centre in the Portuguese market according to the Media Monitor ranking, which accounts for advertising investment at rate-card prices, that is, without the discounts applied in negotiations with the media.
According to Media Monitor, the largest centre is Megameios – which includes the agencies Initiative, Starcom Media Vest Group, Zenith, Universal Media and Reprise. This is followed by Power Media – which includes Carat, Nova Expressão, Media Gate and comOn –, Havas Media Group, GroupM and Omnicom Media Group.
