March 18th marked a milestone in the world of podcasting in Portugal with a key event held at the PLMJ auditorium. Organized by Marktest in collaboration with Bauer Media Audio Portugal, Grupo Impresa, Grupo Renascença Multimedia, and Observador, this gathering brought together publishers and marketing professionals to discuss the importance of podcasts in brand communication strategies.
At the event, Marktest introduced its innovative Pod_Scope study, a monthly audited podcast ranking that reveals the true reach of this format in the market. Manuel Monteiro and Vítor Cabeça, from Marktest’s Media Studies department, explained the study’s methodology and shared the results for February.
The event kicked off with a welcome from Alexandra Ferreira, Brand and Communication Director at PLMJ, followed by opening remarks from José Manuel Oliveira, CEO of Grupo Marktest, who emphasized the importance of transparent and rigorous measurement for the industry’s growth.
Discussion Panels: The Evolution of Advertising and Storytelling in Podcasts
The event featured two discussion panels:
- Podcast Advertising: Under the theme “Beyond the Spot. How Are Brands Reinventing Podcast Advertising in Portugal?”, this panel was moderated by Rita Sobral (Bauer Media Audio Portugal) and João Paulo Luz (Grupo Impresa). Key figures such as Alexandra Ferreira (PLMJ), Cristina Rola (Seat and Cupra), Susana Doutor (Grupo Renault), and Teresa Burnay (Unilever) shared their experiences and strategies for maximizing the potential of this format in marketing.
- Podcast Storytelling: Titled “Is There a Recipe for Success in Audio Storytelling?”, this panel explored the key elements of high-quality production. Moderated by Renata Silva (Grupo Renascença Multimédia) and Rudolf Gruner (Observador), the discussion featured experts such as Joana Beleza (Grupo Impresa), Miguel Pinheiro (Observador), Pedro Leal (Grupo Renascença), and Pedro Ribeiro (Rádio Comercial).
Pod_Scope: The Benchmark in Podcast Measurement
Pod_Scope positions itself as an essential tool for the podcasting market in Portugal. Its audited and independent methodology enables brands, publishers, and media agencies to gain precise insights into listener preferences and optimize their content strategies.
Thanks to Pod_Scope, monthly rankings are now available, providing detailed information on participating podcasts, including monthly and weekly downloads, number of listeners, and new episodes.
To learn more about Pod_Scope and access public data, visit
https://www.marktest.com/wap/images/pod_scope/POD_SCOPE-Ficha%20tecnica-v.1.4.1.pdf
Don’t miss out on the podcasting revolution in Portugal! Contact Marktest for more information.
