The gross investment in the advertising and market research sector in Portugal has shown significant growth over the past decade. The value stood at 80.8 million euros in 2023, reflecting a notable year-on-year increase of 11.6%. The most significant jumps occurred between 2017 and 2019, where investments surged from 38.1 million euros to 58.4 million euros. A temporary decline in 2020 was quickly reversed in subsequent years, leading to a robust growth that resulted in a five-year CAGR of 11.49% by 2023. Forecasts indicate continued growth, albeit at a more moderate five-year CAGR of 2.47% through 2028, with a forecasted value of 96.7 million euros.

Future trends to watch for include:

Increasing digital transformation with more investment funneled into online advertising.
The impact of economic fluctuations on advertising budgets.
Innovations in market research methodologies and technologies driving more efficient investment allocation.
Shifts in consumer behavior and their implications for targeted advertising.