Advertising investment in Portugal fell 14.4 percent between 2019 and 2020, according to Omnicom data published in the report “Financial support to the media during the pandemic period and analysis of the state of the advertising market 2019-2020”, by Obercom. The market, as a result of the covid-19 pandemic, will have ended last year at 512 million euros. This is the third lowest value in the last 19 years. Only in 2012 and 2013, years of financial crisis, are values lower than those recorded in 2020.
As Obercom’s analysis points out, between 2002 and 2007/2008 there was a phase of expansion, with advertising investment surpassing the barrier of 800 million euros in 2007. There was then successive drops in investment in the order of 1.1 per cent between 2007 and 2008 and 14.6 per cent between 2008 and 2009. The market continued to fall in the following years, reaching the lowest value of the 21st century in 2013, with 463 million euros. Since then, there was a consistent growth until the arrival of the new coronavirus.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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