The value added of advertising and market research in Portugal has witnessed fluctuating trends from 2013 to 2023. In 2023, the series stood at 675.58 million Euros. Notable jumps occurred in 2018 and 2021 with year-on-year variations of 12.11% and 13.05% respectively. The CAGR over the last five years to 2023 stands at 3.73%, signaling a moderate growth trend.
Looking forward, the industry is expected to grow with a forecasted 5-year CAGR of 1.02% and an expected overall growth rate of 5.19% by 2028. Key trends to watch will include increased digitalization, and the continuous evolution of market research methodologies driven by AI and big data analytics.
