Sumol Summer Fest, in Costa da Caparica, received the most positive ratings from festival-goers (71 per cent).
Buzzmonitor, Elifegroup’s social media monitoring and analysis platform, has been analysing the digital impact of Portugal’s main summer festivals since June. In July, Buzzmonitor monitored three festivals: NOS Alive, MEO Marés Vivas, and Sumol Summer Fest. In this “provisional ranking,” NOS Alive was the festival with the most interactions and dominated digital conversation, followed by MEO Marés Vivas and Sumol Summer Fest. The festival in Costa da Caparica, despite being the least discussed, received the most positive ratings from festival-goers (71 per cent).
The analysis was conducted between June 30th and July 31st, based on data shared on public profiles on platforms such as Instagram and X, as well as on blogs and forums. Buzzmonitor, using artificial intelligence tools, monitored the comments generated by participants, the emotions shared, and the impact of the sponsoring brands’ activations. In August, Buzzmonitor will also monitor Vodafone Paredes de Coura and CA Vilar de Mouros, releasing the final results of the summer festivals’ digital impact in September.
NOS Alive: the lineup and brand activations won over festival-goers
With over 3,300 mentions, NOS Alive was the most talked-about festival of the month. Overall sentiment was mostly positive (66 per cent), with praise for the quality of the poster. Olivia Rodrigo was the most mentioned artist (30 per cent), followed by Benson Boone (17 per cent) and Muse (16 per cent). Regarding the remaining posts, 21 per cent were classified as neutral, with only 13 per cent of mentions being negative, highlighting areas for improvement common to large-scale events, such as long lines, congested access points, or occasional technical glitches.
Brands also played an important role in the comments about NOS Alive. Visit Portugal, Heineken, Galp, and RTP were present at the venue and on social media with activations, giveaways, exclusive spaces, and real-time interactions. These actions were amplified by spontaneous posts from attendees and the use of official hashtags.
MEO Marés Vivas: an emotional and communal experience
With 943 mentions on social media, the festival held in Vila Nova de Gaia generated a digital conversation strongly linked to the emotional dimension of the event. 58 per cent of the posts were positive, reflecting a close and shared experience. Artists such as Pedro Sampaio, Ozuna, and Thirty Seconds to Mars were widely praised for their performances and interaction with the audience.
The sponsoring brands—MEO, Casal Garcia, Hyundai, and FC Porto—were active on-site and on social media with exclusive content and real-time dynamics. MEO led the digital dynamic with behind-the-scenes videos and interactive initiatives; Casal Garcia stood out as the official wine of the summer, with spontaneous mentions from users. Regarding the remaining comments, 28 per cent were neutral, and only 14 per cent of the mentions were negative, mainly related to queues, excessive noise in residential areas, and specific organisational challenges.
Sumol Summer Fest: Youth, Inclusion, and Urban Culture
With 227 mentions, the Costa da Caparica festival generated the fewest comments, but had the highest satisfaction rating, with 71 per cent positive. The mentions reflected the values of a young and engaged audience, highlighting themes such as diversity, authenticity, and cultural expression. Artists such as Rap Criollo, Lil Tecca, Lil Tjay, and Morad generated high engagement, while initiatives such as JBL Skate Park, Rap Criollo’s Cypher, and the cup return system were well-received by the digital community.
Sponsoring brands also had an active and integrated presence. ESC Online, Casa Ermelinda Freitas, and Telepizza invested in participatory dynamics, raffles, promotions, and on-site activations. Sixteen per cent of posts were classified as neutral, and 13 per cent of mentions were critical, particularly regarding high prices, camping conditions, and the mismatch between sponsors and the event’s profile.
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