Considering that the official audited advertising investment data in Portugal, used as a market reference, is presented at rate-card prices and does not include international platforms such as Google and Meta, we are sharing, based on our continuous monitoring of the sector, an estimate that provides a more up-to-date reading of the national advertising landscape in 2025, which is expected to have reached, in real terms, values between €750 million and €850 million.
Evolution of Advertising Investment
According to our estimate, the distribution of investment by media in the Portuguese advertising landscape is expected to reflect the following configuration: television is expected to account for between 40% and 50% of total investment, remaining the leading medium; digital is expected to represent between 25% and 35%; out-of-home (OOH) is expected to stand between 12% and 18%; radio is expected to range between 4% and 7%; press is expected to represent between 1% and 2%; and cinema is expected to maintain a residual share, between 0.2% and 0.5%.
