Analysis, carried out using list prices, from MediaMonitor, from the Marktest group, and reported by ECO, showed that the largest advertiser in the first quarter of the year was Modelo Continente, responsible for 3.4% of the total television, radio, press, outdoor and internet advertising market. The MC brand was also the biggest advertiser in March.

Ediclube occupies second place, with the same share having been the largest advertiser in the first month of the year. Lidl and Unilever Fima follow, with the same investment share of 2.4%. Procter & Gamble, NOS Comunicações (largest advertiser in February), Vodafone, and McDonald’s – all with a 2.3% share– complete the list of the biggest advertisers in the first three months of the year.

Together, these eight advertisers were responsible for more than a fifth (20.8%) of the advertising investment made in the first quarter. If these are added to another 24 advertisers, half of the advertising market is obtained (50.4%).

The medium of choice for these 32 advertisers was television, which collected 95.1% of the brand's investment. In the total market, television captured 88.9% of the amounts, while the internet collected 5.1% and the remaining media 6%.

If the analysis is made of the 20 largest advertisers, they accounted for 40.2% of advertising, always at list prices.