The European Turnover of Advertising and Market Research indicates a marked dominance by the United Kingdom and Germany, with values of 45.98 and 33.78 billion euros, respectively, for 2024. Notably, the United Kingdom shows a modest year-on-year (YoY) growth of 1.93%, while Germany exhibits a similar increase at 1.95%. Spain and France follow with 19.44 and 17.81 billion euros, respectively, each experiencing less than 1% YoY growth. Italy, with a turnover of 10.97 billion euros, demonstrates a YoY decline of 1.71%. Smaller markets such as Ireland and Cyprus show significant positive variations, highlighting potential for growth despite their smaller turnover values.
Key variations across other countries include consistent declines in Sweden, Belgium, Denmark, and Hungary, juxtaposed with growth in Slovakia, Romania, Malta, and Cyprus. Trends suggest dynamic changes, influenced by a variety of factors including economic conditions, digital advertising advancements, and shifts in consumer behavior.
Looking forward, future trends in the European market for Advertising and Market Research to watch include:
- Increased digital marketing expenditure driven by advancing technologies and consumer digital engagement.
- Growth in data-driven market research solutions, leveraging AI and big data analytics.
- Expansion in emerging markets like Cyprus, Slovakia, and Ireland, due to favorable economic conditions and investment in digital infrastructure.
- Potential consolidation within the industry as larger firms may acquire smaller, innovative companies to expand their capabilities and market reach.
Top countries in Turnover of Advertising and Market Research by Country
| # | 10 Countries | Million Euros | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 United Kingdom | 45,980 | 2023 | +1.59% | +1.93% | View data |
| 2 | 2 Germany | 33,780 | 2023 | +4.96% | +1.95% | View data |
| 3 | 3 Spain | 19,440 | 2023 | +3.81% | +0.71% | View data |
| 4 | 4 France | 17,810 | 2023 | +1.82% | +0.9% | View data |
| 5 | 5 Italy | 10,970 | 2023 | +0.98% | -1.71% | View data |
| 6 | 6 Netherlands | 9,550 | 2023 | +0.35% | -0.74% | View data |
| 7 | 7 Poland | 8,310 | 2023 | +1.51% | -0.44% | View data |
| 8 | 8 Ireland | 6,110 | 2023 | +5.31% | +7.38% | View data |
| 9 | 9 Austria | 4,840 | 2023 | +0.97% | -0.15% | View data |
| 10 | 10 Belgium | 4,830 | 2023 | -1.23% | -1.29% | View data |
