The media and research scene in Portugal

Date of publication: June 15, 1992

Author: Luis Queirós

Abstract:

Based on data provided from existing studies, there are in Portugal sophisticated models for media planning, in particular TOM model from Odec, operating with Euroteste data, and MARKSEL model, operating with BAREME and AGB Portugal's data. In Portugal media surveys suppliers are independent and compete freely in the market. Until now there has been no organization to supervise market research surveys. However, by the end of 1991 it was announced that there would be the creation of an organization called CAEM which would integrate representatives from advertisers, media owners and advertising agencies.

  • PDF
  • This could also be of interest