In 2023, Italy led the European advertising and market research output with a value of 19.31 billion euros, while Spain, the Netherlands, and Belgium followed with values of 15.85, 11.95, and 6.27 billion euros, respectively. Smaller markets like Portugal, Ireland, and Greece showed moderate output between 1.77 and 2.09 billion euros. Growth trends from the previous year revealed notable increases, with Latvia, Estonia, and Cyprus experiencing significant growth rates above 10% year-on-year, suggesting a dynamic change in the Baltic and Southern European regions.
Future trends to watch include digital transformation and the adoption of innovative advertising strategies, particularly in the Southern and Eastern parts of Europe. The increasing role of data analytics and artificial intelligence in market research could reshape the advertising landscape, leading to novel opportunities and challenges for traditional media outlets.
Top countries in Advertising and Market Research Output by Country
| # | 10 Countries | Million Euros | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Italy | 19,310 | 2023 | +4.7% | +1.66% | View data |
| 2 | 2 Spain | 15,850 | 2023 | +10.2% | +4.32% | View data |
| 3 | 3 Netherlands | 11,950 | 2023 | +1.43% | +3.94% | View data |
| 4 | 4 Belgium | 6,270 | 2023 | +1.77% | +0.17% | View data |
| 5 | 5 Portugal | 2,090 | 2023 | +6.02% | +1.99% | View data |
| 6 | 6 Ireland | 1,980 | 2023 | +2.16% | +6.68% | View data |
| 7 | 7 Greece | 1,770 | 2023 | +8.58% | +5.78% | View data |
| 8 | 8 Malta | 1,310 | 2023 | +7.13% | +5.27% | View data |
| 9 | 9 Latvia | 975.41 | 2023 | +3.87% | +10.27% | View data |
| 10 | 10 Croatia | 970.11 | 2023 | -1.64% | +7.73% | View data |
