The forecasted data for 2024 reveal that the United Kingdom maintains the largest share in European advertising and market research output, followed by Germany, France, and Italy. In 2023, most markets exhibited growth, with notable improvements in Spain (4.59%) and the Czech Republic (4.79%). Substantial growth was also recorded in Romania (7.67%), Cyprus (39.73%), Malta (6.75%), and several Baltic states such as Lithuania (10.5%), Latvia (10.05%), and Estonia (11.05%). Conversely, countries like Belgium (0.34%) and Denmark (0.24%) exhibited minimal growth.
Future trends to watch for include:
- Continued growth in the Eastern European market, especially in Romania and the Baltic states.
- Strong performance in Southern Europe, particularly in Spain, Greece, and Cyprus.
- Potential for increased market share in emerging economies within Europe, such as Serbia and Slovenia.
- Innovation and investment in digital advertising and market research as key growth drivers across all markets.
Top countries in Advertising and Market Research Output Share by Country (Million Euros)
| # | 10 Countries | Percent | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 United Kingdom | 18.35 | 2023 | +1.98% | +2.03% | View data |
| 2 | 2 Germany | 13.86 | 2023 | +0.94% | +1.35% | View data |
| 3 | 3 France | 10.34 | 2023 | +4.65% | +0.86% | View data |
| 4 | 4 Italy | 9.33 | 2023 | +4.36% | +1.11% | View data |
| 5 | 5 Spain | 7.95 | 2023 | +11.18% | +4.59% | View data |
| 6 | 6 Netherlands | 5.91 | 2023 | +1.04% | +3.86% | View data |
| 7 | 7 Poland | 5.38 | 2023 | +4.97% | +0.65% | View data |
| 8 | 8 Sweden | 3.22 | 2023 | +1.41% | +1.3% | View data |
| 9 | 9 Belgium | 3.15 | 2023 | +2.18% | +0.34% | View data |
| 10 | 10 Austria | 2.66 | 2023 | +1.39% | +1.17% | View data |
