Altice became the largest advertiser in the Portuguese market in the first eight months of the year, totaling an investment, at list prices, of around 270.1 million euros. Fuel and Carat led, according to MediaMonitor data, the advertising investment moved by creative agencies and media agencies.
The telecommunications operator succeeds Continente and rises to the first position after having occupied, until July, the fourth position. The Sonae banner now occupies the second position, with approximately 262.5 million euros invested. In the next places in the ranking of advertisers, with values at list prices, are Unilever FIMA (258.5 million), NOS (235.2 million) and Lidl (195.3 million).
At the end of the first eight months of 2022, Carat remains the media agency that handled the largest volume of advertising investment. According to MediaMonitor data, at list prices, the Dentsu agency was responsible for an investment in the order of 1,013 million euros. The second position is occupied by Arena Media with an investment of 885.3 million euros, followed by OMD, which ends the period between January and August with 799.8 million euros. Initiative (768.6 million) and Wavemaker (622.1 million) complete the top 5.
Also among creative agencies, in the same period, the leadership remains in the hands of Fuel, responsible for a media presence valued at close to 504 million euros, at list prices. This is followed by Havas, from the same group, with 453.3 million, and Partners, with 428.2 million). Rounding out the top five positions are VMLY&R (385.4 million) and Wunderman Thompson (315.2 million).
Looking only at the data for the month of August, the first place among the advertisers belonged to Altice (64.6 million euros at list prices). On the media agencies side, the leadership in August belonged to Carat (149.5 million). Among the creative agencies, Partners occupied the first position (75.6 million).
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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