Market Insights Advertising & Media Advertising Print Advertising

Newspaper Advertising - Portugal

Portugal

Ad spending in the Newspaper Advertising market in Portugal is forecasted to reach €67.42m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -5.00%, leading to a projected market volume of €52.16m by 2029.
With a projected market volume of €4,616.00m in 2024, the majority of revenue will be generated the United States.
In the Newspaper Advertising market in Portugal, the number of readers is expected to reach 1.9m users by 2029.
The average ad spending per reader in the Newspaper Advertising market is projected to be €28.13 in 2024.
Portugal's newspaper advertising market is witnessing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

Key regions: Australia, France, United States, Japan, United Kingdom

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Analyst Opinion

The Newspaper Advertising market in Portugal has been experiencing significant changes and developments in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all played a role in shaping the current state of the industry.

Customer preferences: In Portugal, customer preferences for advertising have shifted towards digital platforms in recent years. With the increasing popularity of smartphones and the internet, consumers are spending more time online, leading to a decline in traditional print newspaper readership. As a result, advertisers have been reallocating their budgets towards digital advertising channels, including social media, search engines, and online news websites.

Trends in the market: One of the key trends in the Newspaper Advertising market in Portugal is the decline in print newspaper circulation and advertising revenues. This trend is not unique to Portugal but is part of a global shift towards digital media consumption. Advertisers are recognizing the need to reach their target audience through digital channels, which offer more precise targeting capabilities and better measurement of ad performance. Another trend in the market is the rise of programmatic advertising. Programmatic advertising uses automated technology to buy and sell advertising space in real-time, allowing advertisers to reach their target audience more efficiently and effectively. This trend has been driven by advancements in data analytics and artificial intelligence, which enable advertisers to optimize their ad campaigns based on consumer behavior and preferences.

Local special circumstances: Portugal has a relatively small population compared to other European countries, which limits the potential reach of traditional print newspapers. Additionally, the country has a high internet penetration rate, with a large percentage of the population having access to the internet. These factors have contributed to the decline in print newspaper readership and the shift towards digital advertising channels.

Underlying macroeconomic factors: The economic recession in Portugal in recent years has also had an impact on the Newspaper Advertising market. During times of economic uncertainty, businesses tend to reduce their advertising budgets, leading to a decrease in ad spending across all media channels. However, as the economy recovers, advertisers are likely to increase their advertising budgets, including investments in digital advertising. In conclusion, the Newspaper Advertising market in Portugal is undergoing significant changes due to shifting customer preferences, the rise of digital advertising, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to these changes by reallocating their budgets towards digital channels and embracing programmatic advertising. As the market continues to evolve, it will be important for advertisers to stay up-to-date with the latest trends and technologies in order to effectively reach their target audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on newspaper advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in printed newspapers.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.