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PORTUGAL ::: Economic Data
Area (in qkm) 92,391
Population 10,676,910
Population density 115
Private households 3,650,757
Gross domestic product (GDP) 2008 in bn € 167.4
GDP per capita 2008 in € 14,815
GDP structure
   private consumption 66%
   public expenditure 21%
   investment 21%
Age structure
less than 15 years 4%
15 - 24 years 12%
25 - 34 years 18%
35 - 44 years 17%
45 - 54 years 15%
55 - 64 years 13%
65 years + 20%
Unemployment
rate 2008		 7.6%
Inflation rate 2008 2.7%
Exchange rate 1 USD = 0.6734 EUR
TV households 3,494,776
   - with Cable 27.0%
   - with Satellite 6.1%
Internet households 1,563,360

Source: Eurostat, World Press Trends 2008,Western Europe Market & MediaFact 2008, CIA Factbook 2009UNECE (UN Economic Commission for Europe) Statistics for Europe and NorthAmerica 2008, IP Television Key Facts 2008

Print
Number of dailies (2007) 25
- of which national 10
Number of magazines (2007) 171
Number of  outdoor sites 104,203


Audio-visual
Domestic Public Channels 6
Domestic Private Channels/
Forgein Channels with Local Ad Window 33
Number of commercial radio stations 352

Trade publications for marketing and advertising


Prisma

Taxes and legal
VAT rate (2007)
21%

Main advertising restrictions

Tobacco

 Banned.

Alcohol

 Banned on TV and radio before22.30.

Pharmaceutical::

 OTC medicines may advertise freely, but prescription medicines may onlyadvertise in trade titles.

Children´s::

 Children should only appear in adsthat directly target children.

Source:
World Press Trends 2008
Western Europe Market & MediaFact 2008
FIPP World Magazine Trends 2008/09
IP Television Key Facts 2008

Advertising expenditure 2007
€ 939 mill

Media market shares in %

Source: Western Europe Market & MediaFact 2008, CIA Factbook 2009
Top 10 advertising categories
media expenditure in € (mill)

Food
498.4
Personal care. 468.0
Banks/finance 411.4
Community services 373.0
Auto 366.4
Commerce 337.7
Beverages 300.1
Home care 176.6
Culture/recreation 163.0
Pharmaceuticals 128.8