According to data from MediaMonitor, in September, NOS Comunicações rose to the top position in the ranking of the largest advertisers, accounting for a "share of voice" of 3,9% of the total advertising market for TV, radio, print, outdoor and internet, and 10,8% relative to the total of the 20 largest advertisers of the month.
It should be noted that the data collection period for September has not yet been completed for all media outlets.
Continente rose to second place, achieving 3,5% "share of voice" of the total advertising market and 9,6% of the total of the 20 largest advertisers. Unilever Fima, on the other hand, dropped one position to third place, with 2,8% "share of voice" of the total advertising market and 7,7% of the total of the top 20.
1/5 of the investment in 7 advertisers
This month, one-fifth (19,9%) of the investment at list prices was the responsibility of seven advertisers. In addition to the three already mentioned, these also include Vodafone, Lidl, McDonald's Systems Portugal, and Altice Portugal.
Among the 20 largest advertising investors are six companies from the consumer goods sector, four from large retailers, three from telecommunications, one from the automotive sector, one from commerce, one from restaurants, one from insurance, and three from other sectors. Collectively, the 20 largest advertisers accounted for 36,2% of advertising at list prices.
The largest investors favored television more than average, allocating 93,1% of their budgets to it. Between January and September, the largest share of investments at list prices went to television, accounting for 85,6% of the total.
