Investment in Institutional Advertisement increased by EUR 10 million in 2021
In 2021, services under the direct administration by the Portuguese State, public bodies, and national public corporate sector entities reported to ERC, via the Institutional Advertisement Digital Platform, the execution of 93 advertising campaigns totalling EUR 12 507 407,87 million. This represents an increase of almost EUR 10.5 million compared to the figure of EUR 2 031 906,18 million intended for these campaigns in 2020. Television was the most prominent medium.
The funds available for regional and local media reached EUR 3 090 278,51, which corresponds to 25% of the total amount invested in the purchase of advertising spaces. In 2021, there was a seven percentage point decrease in the funds for regional and local media as compared to 2020, despite the overall increase in advertising investment.