Cristiano Ronaldo is the most recognized and spontaneous Portuguese public figure in Portugal. The footballer occupies the first place again – highlighted in the 2022 edition of the study “Public Figures and Digital Influencers”, produced by Marktest, reaching a record of 49.1% of spontaneous references among respondents when asked about Portuguese public figures who know.
Unsurprisingly, the player who currently integrates the Manchester United squad also leads the total notoriety indicator, which results from the combination of spontaneous references from respondents with those suggested by Marktest based on a list of 60 personalities: in this criterion, Ronaldo was also the one who got more responses, your name to be recognized by 97.9% of respondents.
The podium of public figures with the greatest total notoriety is complete with two comedians: Fernando Mendes second, recognized by 96.9% of the Portuguese, and Ricardo Araújo Pereira in third, with 96.5%.
The list of the 10 Portuguese public figures most recognized by respondents in this Marktest study is complete with the names of Manuel Luís Goucha, Herman Jose, mariza, João Baião, Jose Mourinho, Cristina Ferreira and Fátima Lopes (TV presenter), all with more than 90% of total notoriety.
With regard to spontaneous notoriety, Cristiano Ronaldo’s leadership with 49.1% is followed by Cristina Ferreira (indicated by 30.0% of those interviewed) and Manuel Luís Goucha (with 19.5% of references). Rita Pereira, Ruy de CarvalhoJoão Baião, Ricardo Araújo Pereira, Tony Career, Catarina Furtado and Herman José complete the Top10 of spontaneous references.
Interestingly, the Top3 of spontaneous notoriety top of mind (first name of Portuguese public figures mentioned by respondents) is composed of the same three personalities: Cristiano Ronaldo (with 29.1% of references), Cristina Ferreira (9.3%) and Manuel Luís Goucha (3%). In the list of the ten most mentioned names in the first place by the respondents are also Catarina Furtado, João Baião, Ruy de Carvalho, Rita Pereira, Rui CostaTony Carreira and Herman José.
Public Figures and Digital Influencers is a study carried out by Marktest Consulting on the opinion of Portuguese people regarding national public figures. The main objectives of this study are to know the image that the Portuguese have of national public figures, their opinion about the main characteristics of these personalities and their association with advertising. The study also analyzes indicators of notoriety and empathy with Blogs, Vlogs, Bloggers, Instagrammers or Youtubers.
In order to assess the opinion of Portuguese people about public figures, an opinion survey was carried out among Portuguese people aged 15/64, residing in mainland Portugal. The sample consisted of 1200 interviews, representative of the Portuguese population, considering gender, age and region, and online collection through a self-completion questionnaire, between February 22 and March 9, 2022.
The maximum margin of error for the total, considering a sample of the same size and assuming the assumption of random sampling, for a 95% confidence interval, is ± 2.83pp.