1 Euro spent on advertising in Portugal generates more than 4 Euro in GDP

As part of its 30th anniversary celebrations, the Association of Portuguese Advertisers (APAN) commissioned an independent study by Deloitte on the impact of advertising in Portugal.

The study identified the multitude of benefits generated by advertising to the country’s economy and society. It found that every Euro spent on advertising in Portugal generates 4.39 Euros in GDP.

Some key findings:

• The EUR 570.8 million spent on advertising in 2017 generated about EUR 2.5 billion in GDP, representing 1.3% of Portugal’s overall GDP. Commerce and the pharmaceutical, automotive, food and personal hygiene industries accounted for more than 50% of advertising investment, with commerce being the sector that invests most in advertising.
• Advertising provides more than 51,000 jobs, equivalent to 1.1% of total national employment.
• Advertising is the main source of funding for media and internet services. In addition, advertising supports cultural and independent film productions through an advertising fee of 4%, equivalent to EUR 18 million in revenues for cinema organisations in 2017.
• More than 50% of advertising spend in Portugal goes to television, although ad investments in digital have been significantly increasing.
• Advertising helps finance the dissemination of information, sports (sponsorship and sporting events), culture (partnerships and support of cultural institutions), local events and festivals, and social entities (health, education and environment).

"Advertising continues to inspire and contribute to economic and social change and a change of mindsets. It promotes creativity and responsibility and mobilises the community. Advertising is crucial for freedom of expression, the promotion of cultural and sporting activities and the dissemination of causes in relation to human rights and humanitarian campaigns", said APAN and Unilever Spain President António Casanova.

For more information, visit the research microsite or please contact APAN.