Advertising revenues in Portugal are expected to grow by 4% by 2029 to 1.4 billion

Advertising revenues in Portugal are projected to grow by 4% by 2029, reaching €1.441 billion, with digital media accounting for 64% of the total. A study presented at the "Future of Media" conference in Lisbon indicates that revenues are expected to hit €1.319 billion this year. The rise in digital advertising is primarily driven by social media, despite concerns about its effectiveness. 42% of consumers report purchasing products due to social media influence. Trust in media remains a significant factor, with 62% of respondents consuming news daily and 59% preferring professional sources. Portugal's trust level in media is notably higher than the European average, although overall trust has declined over the past decade due to issues like fake news and the rise of AI.