Portuguese advertising investment lags EU; study links underfunding to media and democratic risk (eco.sapo.pt)

• Each euro in advertising generates €5 GVA and €1.38 in taxes.
• Portugal's ad spend (0.33% GDP) is half the EU median (0.70%).
• CEO links insufficient advertising to media fragmentation and political polarization.

"A study by APAN and Nova SBE finds each euro spent on advertising generates five euros of gross value added and sustains 47,900 jobs. Portugal invests only 0.33% of GDP in advertising, half the EU average. Unilever's CEO warns that insufficient ad spending weakens large media groups, which he says are essential for centrist politics and democratic scrutiny."