For almost two decades, O Preço Certo has remained one of the most consistent and recognizable formats on Portuguese television. Broadcast on weekdays on RTP1 during access prime time, the show hosted by Fernando Mendes continues to attract loyal audiences and foster a remarkably strong emotional connection with both the live studio audience and viewers at home.
Beyond entertainment, O Preço Certo also stands out as a powerful platform for brand visibility. The program acts as a true product showcase, featuring everything from small household appliances to high-value items such as automobiles. Integrated naturally into the narrative of the show, these products benefit from clear visual framing, meaningful exposure time, and association with moments of anticipation and celebration.
This is precisely the type of exposure evaluated by MediaMonitor’s Soft Sponsoring Report, which measures the effective on-screen presence of brands in national fiction and entertainment formats and translates that visibility into metrics comparable to traditional advertising.
Automotive brands in the spotlight: visibility that matters
Soft Sponsoring data analyzed between January and December 2025 shows that O Preço Certo is particularly effective in showcasing automotive brands, one of the most frequently featured product categories in the program’s final showcase.
KIA leads the rankings
KIA topped the ranking for on-screen visibility among automotive brands, with more than 17 minutes of visual presence throughout 2025. This exposure corresponded to an estimated rate-card value of over 3.2 million euros, underscoring the strong media impact generated by the brand.
In terms of audience performance, this visibility resulted in 1,817.7 GRPs and reached more than 4.3 million viewers during the year.
MITSUBISHI in second place
MITSUBISHI followed with more than 14 minutes of exposure, generating an estimated rate-card value of 2.7 million euros, 1,342.5 GRPs, and contact with approximately 3.9 million viewers.
DACIA completes the top three
DACIA registered more than 11 minutes of on-screen presence, corresponding to a rate-card return of over 2 million euros, 1,066.5 GRPs, and visibility among 3.7 million viewers.
The remaining top ten includes Hyundai, Fiat, Honda, Suzuki, Opel, Volkswagen and Skoda.
Who are the viewers behind the exposure?
The profile of viewers exposed to automotive brands on O Preço Certo shows concentrations in several key demographic groups:
- Socioeconomic Class D: 37.2%
- Northern Region of Portugal: 38.4%
- Female Viewers: 53.8%
- Older Age Groups:
- Ages 65 to 74: 27%
- Ages 75 and above: 41%
These insights highlight not only the scale of reach but also the program’s relevance among mature and attentive audiences, which is particularly valuable for categories where trust and long purchase cycles are essential.
More than just airtime
The data confirms what regular viewers already recognize. O Preço Certo remains a highly attractive environment for brands seeking visibility, reach, and positive association within a family-friendly entertainment context during a prime viewing slot.
MediaMonitor’s Soft Sponsoring Report helps quantify this value by turning organic exposure into concrete media performance indicators. In a landscape increasingly shaped by audience fragmentation, maintaining a consistent presence in consolidated formats like O Preço Certo stands out as an effective and fully measurable strategy.
For further information, please contact MediaMonitor.
