In 2023, the European Advertising and Market Research sector showed significant variations across countries. France (€38.52M) demonstrated a modest growth of 0.55%, while Spain (€26.53M) expanded by 1.2%. The Netherlands (€17.68M) observed a growth rate of 2.88%, and Ireland (€6.86M) exhibited a strong increase of 10.19%. Portugal (€2.72M) saw a growth of 3.31%, contrasted with Slovakia (€2.45M) which declined by 2.84%. Malta (€1.85M), Lithuania (€1.74M), Latvia (€1.07M), and Cyprus (€0.59M) outperformed others with growth rates between 6.29% to 12.79%, indicating a heightened activity in smaller markets.
Future trends to watch include:
- The increasing digital transformation in advertising and market research practices, with more countries joining Ireland's rapid growth pattern.
- Potential economic stabilization in Slovakia could reverse its negative trend, while smaller markets like Malta, Lithuania, and Cyprus continue their upward trajectory, possibly integrating advanced data analytics and AI.
- Monitoring France and Spain for structural market shifts remains critical as these large markets adjust to new technologies and consumer behavior.
Top countries in Advertising and Market Research Gross Value Added Share by Country (Million Euros)
| # | 10 Countries | Percent | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 France | 38.52 | 2023 | +3.1% | +0.55% | View data |
| 2 | 2 Spain | 26.53 | 2023 | +7.3% | +1.2% | View data |
| 3 | 3 Netherlands | 17.68 | 2023 | +0.42% | +2.88% | View data |
| 4 | 4 Ireland | 6.86 | 2023 | +5.26% | +10.19% | View data |
| 5 | 5 Portugal | 2.72 | 2023 | +0.99% | +3.31% | View data |
| 6 | 6 Slovakia | 2.45 | 2023 | +2.7% | -2.84% | View data |
| 7 | 7 Malta | 1.85 | 2023 | +8.74% | +6.29% | View data |
| 8 | 8 Lithuania | 1.74 | 2023 | +3.21% | +8.06% | View data |
| 9 | 9 Latvia | 1.07 | 2023 | +3.19% | +10% | View data |
| 10 | 10 Cyprus | 0.59 | 2023 | +4.41% | +12.79% | View data |
