The global number of employees in advertising and market research varied across countries in 2024. The United States led with 594,000 employees, followed by the United Kingdom and France with 148,830 and 140,000 employees respectively. Italy, South Korea, and Poland showed positive growth with increases of 1.78%, 1.49%, and 1.64%. Conversely, the United Kingdom, France, and Spain saw slight declines. The Nordic countries like Sweden and Denmark experienced declines of -0.78% and -3.63% respectively. Smaller markets like Estonia and Luxembourg showed the highest growth rates with 2.86% and 2.38% increases.
Future trends to watch include increased adoption of digital advertising, greater reliance on data analytics, and the potential for artificial intelligence to streamline market research processes. Emerging markets may see higher growth rates as they expand their digital infrastructure and advertising capabilities. Monitoring economic conditions and technological advancements will be crucial for anticipating shifts in employment numbers in this sector.
Top countries in Number of Employees in Advertising and Market Research by Country
| # | 10 Countries | Thousand Units (Persons) | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 United States | 594 | 2023 | +0.34% | +0.2% | View data |
| 2 | 2 United Kingdom | 148.83 | 2023 | +0.36% | -0.34% | View data |
| 3 | 3 France | 140 | 2023 | -0.71% | -0.28% | View data |
| 4 | 4 Spain | 94.5 | 2023 | -0.11% | -0.021% | View data |
| 5 | 5 Italy | 65.3 | 2023 | +2.03% | +1.78% | View data |
| 6 | 6 South Korea | 57.7 | 2023 | +1.23% | +1.49% | View data |
| 7 | 7 Poland | 53.8 | 2023 | +0.56% | +1.64% | View data |
| 8 | 8 Netherlands | 42 | 2023 | 0% | 0% | View data |
| 9 | 9 Sweden | 25 | 2023 | -3.85% | -0.78% | View data |
| 10 | 10 Czech Republic | 24.22 | 2023 | +0.66% | +0.44% | View data |
