Market Insights Advertising & Media Advertising

Print Advertising - EU-27

EU-27

Ad spending in the Print Advertising market in EU-256.5m users is forecasted to reach US$8.07bn in 2024.
The largest market within EU-256.5m users is Newspaper Advertising with a market volume of US$5.97bn in 2024.
When compared globally, the United States leads with ad spending projected to reach US$9,611.00m in 2024.
The number of readers in the Print Advertising market in EU-256.5m users is expected to reach 256.5m users by 2029.
The average ad spending per reader in the Newspaper Advertising market is projected to be US$53.13 in 2024.
Print advertising in the EU-27 is experiencing a shift towards digital platforms, with a growing emphasis on targeted online campaigns over traditional print media.

Key regions: France, China, Asia, Germany, Europe

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Analyst Opinion

The Print Advertising market in EU-27 is experiencing various trends and developments that are shaping its growth and evolution.

Customer preferences: Customers in the EU-27 region still show a strong preference for print advertising, despite the rise of digital marketing channels. Print advertising continues to be seen as a trusted and reliable source of information, particularly for older demographics who may be less tech-savvy or have a preference for traditional media. Additionally, print advertising offers a tangible and tactile experience that cannot be replicated by digital platforms, which can be appealing to certain customer segments.

Trends in the market: One trend that is driving the growth of the print advertising market in the EU-27 is the increasing use of targeted and personalized print advertisements. Advertisers are leveraging data analytics and consumer insights to create more relevant and customized print advertisements that resonate with their target audience. This trend is helping to improve the effectiveness of print advertising campaigns and attract advertisers who are looking for more targeted marketing solutions. Another trend in the market is the integration of print and digital advertising. Advertisers are recognizing the benefits of using print and digital channels in combination to reach their target audience. Print advertisements can drive traffic to online platforms, while digital channels can provide additional information and interactivity. This integration allows advertisers to create a seamless and cohesive brand experience for their customers.

Local special circumstances: The print advertising market in EU-27 is highly diverse, with each country having its own unique characteristics and preferences. For example, countries with a strong newspaper culture, such as Germany and the United Kingdom, continue to have a significant print advertising market. On the other hand, countries with a smaller newspaper readership, such as Estonia and Latvia, may have a smaller print advertising market. These local special circumstances influence the size and growth of the print advertising market in each country within the EU-27.

Underlying macroeconomic factors: The overall economic conditions in the EU-27 region play a significant role in the development of the print advertising market. During periods of economic growth and stability, businesses tend to invest more in advertising, including print advertising. Conversely, during economic downturns, businesses may reduce their advertising budgets, leading to a decline in print advertising expenditures. Additionally, changes in consumer spending patterns and purchasing power can also impact the demand for print advertising. In conclusion, the print advertising market in EU-27 is evolving to meet the changing needs and preferences of customers. While digital advertising has gained prominence, print advertising continues to hold its ground due to its unique advantages. The integration of print and digital advertising, along with targeted and personalized campaigns, are driving the growth of the market. However, it is important to consider the local special circumstances and underlying macroeconomic factors that influence the size and development of the print advertising market in each country within the EU-27.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.