The advertising and market research sector in Austria has seen significant fluctuations from 2013 to 2023. The turnover reached €672.0 million in 2023, marking a slight increase of 0.9% from the previous year. This period experienced sharp declines, particularly in 2019 and 2020, attributed to economic downturns and market disruptions. However, a notable recovery is observed post-2020, with a substantial 36.3% rise in 2021. Despite this, the 5-year CAGR (2019-2023) stands at -2.7%, indicating overall decline.
Future trends suggest a steady descent with a forecasted CAGR of -0.86% from 2024 to 2028, resulting in a projected turnover of €632.3 million by 2028. This points to a gradual contraction over the next five years.
Future trends to watch for:
- Impact of digital transformation and data analytics
- Economic recovery patterns post-pandemic
- Competitive pressures and market consolidation
- Changing consumer behavior and advertiser strategies
