In 2023, the value added by the Advertising and Market Research sector in Austria stood at 1.81 billion Euros. Over the past decade, the sector has seen significant growth, though it experienced a notable drop in 2020 with an 11.82% decrease. Post-2020, recovery was evident with year-on-year increases, culminating in a 5.55% rise in 2023. Over the last five years, the compound annual growth rate (CAGR) was 2.29%. Looking forward, the sector is forecasted to maintain a CAGR of 2.1% through 2028, projecting a total growth rate of 10.97% over this period.

Future trends to watch for:

Increased digital advertising expenditure reflecting global digital transformation.
Rising demand for data analytics in market research due to advancements in AI and big data.
Potential impacts of economic fluctuations and regulatory changes on advertising budgets.
Shifts towards sustainable and ethical advertising practices driven by consumer preferences.