At Minerva Insights, we are committed to delivering a deeper understanding of media consumption and digital behavior. One of the key tools that enables this is NetScope, a site-centric measurement system developed by Marktest, a company within our group. NetScope is a core component of netAudience, a hybrid internet audience measurement system created in partnership with Gemius.
The May 2025 netAudience ranking offers a comprehensive view for understanding Portugal’s digital landscape, with data from 45 audited entities. This month, TVI (multi) reclaimed the top spot, reaching 3.3 million users, which corresponds to 38.6% of the population aged 15+ in mainland Portugal. SIC (multi) followed closely with 3.1 million users (36.1%), while Observador climbed to third place with 2.9 million users (34.2%).
The top five were rounded out by Jornal de Notícias (multi) and Correio da Manhã (multi), with 2.7 million and 2.6 million users respectively.
Gender-Based Insights
The data also reveals interesting gender-based differences in media consumption. TVI (multi) leads among women, while Observador ranks first among men. Notably, Correio da Manhã (multi) is third among women but only eighth among men, and A Bola ranks third among men but drops to sixteenth among women.
Device Preferences
When it comes to device usage, TVI (multi) had the highest mobile reach, with 3.2 million users (36.8%), whereas RTP (multi) led in desktop reach, with 960,000 users (11.2%).
Methodological Advancements
The netAudience system integrates three independent data sources: NetScope (site-centric), Mega Panel(user-centric), and Meter Panel (user-centric). Since March 2025, a new production system—Constant Panel—has been implemented to address the growing limitations of third-party cookies. This change introduces a new baseline for reach analysis, marking a break in the historical data series.
Additionally, since January 2024, audited entities are now categorized as either Single Brand or Multi-Brand, providing greater clarity without affecting the scope or methodology of measurement.
Please, contact Marktest for more information.
