Large retailers continue to lead in advertising recall, considering the generic advertising recall indicator, which results from the question “Which brands do you remember seeing, reading or hearing about recently?” asked in Marktest’s Publivaga study.
Analyzing the results from January to December 2024, it can be seen that, of the total number of references to brands, those in food distribution continue to be the most present in the memory of the Portuguese, with Hyper and supermarkets collecting 31% of references (-1.3 percentage points compared to the same period in 2023), reaching the maximum value in week 6, with 35.7%. This means that around one in three people recall having recently seen advertising for at least one brand in this sector.
In second place were telecommunications brands, which accounted for 10% of all mentions (-0.8 p.p. than in 2023), reaching their best value in week 49 with 16.1%. In third place were car brands, with a cumulative value of 9.3% (+0.4 p.p. compared to 2023) and the best value achieved in week 15 with 13.1%, followed by electronics brands, with around 8% and reaching a maximum value of 12.1% in week 50.
The TOP 10 categories account for 84.3% of the references and around half of the advertising recall references in 2024 were concentrated in the TOP 3 sectors. The figures vary according to the sociodemographic profile of the respondents.
Analysis of the TOP 3 on the recall of advertising for the different categories of products and services, segmented by sociodemographic variables, shows that among the youngest age groups, 16 to 24 years old, the recall of advertising for brands in the 3 sectors represents 34.4% of references. This figure gradually rises as we get older, reaching the highest levels among the older age groups, with 61.2% of references among those aged 55 to 64 and 68.4% among those aged 65 to 74.
Among the younger age groups, after advertisements for large retail brands, there are sports advertisements, with 11.7% of references, which is almost double the average value, followed by electronics (9.9%), telecommunications (9.7%) and fashion/perfumes (9.1%).
Men and women also show different levels of recall, with men recalling car, electronics, sports and drinks ads more than average, and women recalling super/hypermarket, fashion/perfume, home care and personal care/cosmetics ads more than average.
This analysis is based on Publivaga, a regular study by Marktest which provides information on the recall and memorization of brand advertising and is a reference tool for measuring the efficiency of advertising campaigns. The information presented in this analysis is based on the universe of individuals resident in mainland Portugal aged between 16 and 74. Contact Marktest for more information on this topic.
