In 2023, Germany led Europe with 19.39% of the employees in advertising and market research, despite a slight decrease of 0.84% year-over-year. The UK showed positive growth of 0.83%, while France increased by 1.92%. Spain, Poland, and Italy experienced declines, with Spain declining by 2.87%. Central and Eastern European countries like Slovakia and Serbia saw positive growth, at 3.3% and 3.55%, respectively. Cyprus showed the highest year-on-year growth at 9.93%, while Iceland had the steepest decline at 6.5%.
Future trends to watch include the potential for growth in emerging markets like Croatia and Serbia, driven by a surge in market research and digital advertising. Western European markets may face a slower growth trajectory due to market saturation but could benefit from innovations in digital marketing technologies. Additionally, Eastern European countries may continue to rise in share due to increased investments in local advertising ecosystems.
Top countries in Number of Persons Employed of Advertising and Market Research Share by Country (Units (Employees))
| # | 10 Countries | Percent | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Germany | 19.39 | 2023 | +2.48% | -0.84% | View data |
| 2 | 2 United Kingdom | 13.98 | 2023 | +0.34% | +0.83% | View data |
| 3 | 3 France | 9.72 | 2023 | -0.62% | +1.92% | View data |
| 4 | 4 Spain | 9.1 | 2023 | -2.28% | -2.87% | View data |
| 5 | 5 Poland | 6.92 | 2023 | +0.26% | -0.48% | View data |
| 6 | 6 Italy | 5.57 | 2023 | -1.04% | -1.58% | View data |
| 7 | 7 Netherlands | 5.33 | 2023 | -1.12% | -1.87% | View data |
| 8 | 8 Czech Republic | 2.8 | 2023 | -0.88% | -0.55% | View data |
| 9 | 9 Austria | 2.75 | 2023 | +1.14% | -0.17% | View data |
| 10 | 10 Sweden | 2.52 | 2023 | +2.75% | +0.62% | View data |
