The European country with the most total advertising expenditures was the United Kingdom in 2015: companies spent more than 20 billion U.S. dollars on advertising. In second and third place came Germany with 18.6 billion U.S. dollars and far behind France with roughly 12 billion U.S. dollars. In general, the development of the advertising market varied by country. Italy’s advertising market value, for instance, decreased steadily, from more than 9 billion euros in 2008 to roughly 7.4 billion euros as in 2015. For comparison: the net ad revenues in Norway rose by roughly 1.2 billion Norwegian kroner in the same period of consideration.
A comparison in a media split forecast in selected European countries for 2015 showed that the advertising market shares were distributed in different ways. Television was the medium with the highest expenditures on advertising in, for example, Portugal with a share of 57.7 percent, Poland (55 percent) or Italy (53.3 percent), whereas digital ad spend prevailed in the Northern and Western part of the continent. In the United Kingdom, the advertising market share of digital media amounted to 44.2 percent and only 28 percent accounted for TV advertising. The situation was similar in Sweden in 2016, where 45.1 percent was spent on online advertising.