Germany leads with a net operating surplus of 2.92 billion Euros in 2023, despite a 3.36% decline from the previous year. Italy and Spain follow, both at 1.98 billion Euros, with Italy's figure virtually unchanged and Spain showing a slight growth of 1.16%. The Netherlands experienced a 2.09% increase, reaching a surplus of 1.46 billion Euros. Notably, Ireland, Finland, Greece, Slovenia, and Luxembourg showed no year-on-year change. Estonia witnessed the highest growth of 2.77%. Austria, with a 2.9% rise, reached 0.59142 billion Euros. Conversely, Belgium showed a decrease of 1.71%, standing at 0.2699 billion Euros.
Future trends to watch include digital transformation and its impact on the industry, along with economic policies impacting disposable income and business investment. Additionally, sustainability in advertising practices may drive changes in market dynamics across these countries.
Top countries in Net Operating Surplus in Advertising and Market Research by Country
| # | 10 Countries | Million Euros | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Germany | 2,920 | 2023 | -7.61% | -3.36% | View data |
| 2 | 2 Italy | 1,980 | 2023 | -0.65% | -0.026% | View data |
| 3 | 3 Spain | 1,980 | 2023 | +1.54% | +1.16% | View data |
| 4 | 4 Netherlands | 1,460 | 2023 | +1.67% | +2.09% | View data |
| 5 | 5 Ireland | 669.41 | 2023 | +4.95% | View data | |
| 6 | 6 Austria | 591.42 | 2023 | +1.9% | +2.9% | View data |
| 7 | 7 Belgium | 269.9 | 2023 | -0.95% | -1.71% | View data |
| 8 | 8 Finland | 166 | 2023 | +1.84% | View data | |
| 9 | 9 Estonia | 101.8 | 2023 | +4.84% | +2.77% | View data |
| 10 | 10 Greece | 74.22 | 2023 | -5.07% | View data |
