The advertising and market research sector in Austria has experienced modest fluctuations and steady growth. In 2023, the turnover stood at 4.84 billion euros. Year-on-year variations have been relatively stable, with notable dips in 2019 and 2020, followed by recovery in 2021 and slight growth in 2022 and 2023. The average annual growth (CAGR) over the last five years has been approximately -0.15%, signaling modest recovery post-2020.
Forecasts indicate positive growth from 2024 to 2028, with an average annual growth rate (CAGR) of 0.72%. This suggests a gradual yet steady increase, culminating in a sector turnover of 5.07 billion euros by 2028. The year-on-year forecasted growth rate of 3.67% signifies optimism for the sector's rebound.
Future trends to watch for include the digital transformation's impact on advertising and market research dynamics, the increasing role of data analytics, and the evolution of consumer behavior influencing sector strategies.
