From 2013 to 2023, the Gross Value Added (GVA) in the advertising and market research sector in Portugal exhibited significant fluctuations. The GVA stood at 661.77 million Euros in 2023, reflecting a moderate year-on-year growth of 0.99% from 2022. The period between 2013 and 2023 saw periods of both contraction and expansion with the highest growth in 2021 at 13.05% and a notable decline in 2020 by 5.5% due to the pandemic impact. The five-year CAGR up to 2023 is 3.31%, indicating healthier overall growth despite individual annual variations.
Looking to the future, from 2024 to 2028, the forecasted GVA indicates a gradual yet steady upward trend. The forecasted five-year CAGR is modest at 0.65%, suggesting a period of stable but slower growth compared to the previous decade. Market observers should watch trends in digital transformation, economic recovery post-pandemic, changes in consumer behavior, and technological advancements which could significantly influence the advertising and market research sector in Portugal.
