Market Insights Advertising & Media Media Cinema

Cinema Advertising - Portugal

Portugal

Ad spending in the Cinema Advertising market market in Portugal is projected to reach US$4.86m in 2024.
Ad spending in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.73%, leading to a projected market volume of US$6.42m by 2029.
While most revenue in the Cinema Advertising market market will be generated the United States, in Portugal is also part of this growing landscape.
The number of viewers in the Cinema Advertising market market in Portugal is expected to amount to 2.2m users by 2029.
Moreover, the average ad spending per viewer in the Cinema Advertising market market in Portugal is projected to be US$2.37 in 2024.
In Portugal, cinema advertising is experiencing a resurgence as brands increasingly leverage the unique captive audience and immersive experience of filmgoers.

Key regions: Germany, United States, India, Japan, United Kingdom

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Analyst Opinion

The Cinema Advertising market in Portugal has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the changing preferences of consumers. With the rise of digital platforms and streaming services, traditional advertising channels such as television and print media have become less effective in reaching audiences. As a result, advertisers are turning to alternative channels, such as cinema, to engage with their target market. Cinema advertising offers a unique opportunity to captivate audiences in a captive environment, where they are more likely to pay attention to the advertisements being shown.

Trends in the market: Another trend driving the growth of the Cinema Advertising market in Portugal is the increasing popularity of movies among the population. Portugal has a strong cinema culture, with a high number of movie theaters and a growing number of film festivals. This has led to an increase in the number of people going to the cinema, creating a larger audience for advertisers to target.

Local special circumstances: In addition to the general trends in the market, there are also some local special circumstances that are contributing to the growth of cinema advertising in Portugal. One of these is the fact that Portuguese consumers are generally more receptive to advertising messages than consumers in other countries. This can be attributed to the fact that advertising is deeply ingrained in Portuguese culture, with a long history of creative and impactful advertising campaigns.

Underlying macroeconomic factors: The growth of the Cinema Advertising market in Portugal can also be attributed to underlying macroeconomic factors. Portugal has experienced steady economic growth in recent years, which has led to an increase in consumer spending. This has created a favorable environment for advertisers, as they have more resources to invest in advertising campaigns. Additionally, the tourism industry in Portugal has been booming, attracting a large number of international visitors. This has created a diverse and multicultural audience for advertisers to target. In conclusion, the Cinema Advertising market in Portugal is experiencing significant growth due to changing customer preferences, the increasing popularity of movies, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the unique opportunities that cinema advertising offers in reaching and engaging with their target market. As a result, we can expect the Cinema Advertising market in Portugal to continue to grow in the coming years.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on the Cinema Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising both on and off screen in cinemas, including ads shown before a movie and those displayed inside a cinema.

Modeling approach / market size:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets.as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, reported performance indicators of key market players as well as performance factors (e.g., user penetration and usage) to analyze the markets.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.