Press Audience Insights for 2024
According to the 2024 Bareme Imprensa data from Marktest, the average press audience stands at 31.8%, reflecting the percentage of Portuguese individuals who read or browsed the latest edition of any studied press title—totaling 2,734,000 individuals.
Breakdown of Readers
- Newspapers recorded approximately 1.4 million readers, resulting in an average audience of 15.9%.
- Magazines attracted 2 million readers, corresponding to an average audience of 24%.
Socio-Demographic Variables
The analysis reveals that men, individuals aged 35 to 64, and those from higher social classes show a greater affinity for press media, boasting an average audience index that exceeds the overall average by 54% for high-middle-class individuals. Additionally, residents in the Greater Lisbon, Greater Porto, and Southern regions also exhibit audience values above the average.
The Bareme Imprensa is a regular study by Marktest that evaluates the press audience habits of residents aged 15 and older in mainland Portugal.
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