The European advertising industry has been heavily impacted by the coronavirus crisis. The
has recovered from the pandemic hit. The Benelux region is mostly following the same trend as Europe. Though often grouped together into one region, Belgium, the Netherlands, and Luxembourg have their own signature ad industries. In 2022, for example, Dutch advertisers focused their efforts on digital advertising, while Belgium and Luxembourg saw more investments in traditional media.
The Dutch ad market
Based on advertising data for all three markets in Benelux,
advertising spending in the Netherlands ranks highest in the region. The country seems to be the regional online hub, with the digital ad expenditure fighting for the first place with the traditional TV leader. The
investments in the sector is almost halved between display and search digital advertising. This comes as no surprise considering that the two
most popular digital touchpoints for Dutch consumers are also search engines and social media websites.
The Belgian ad market
In Belgium, the advertising landscape is reversed compared to the Netherlands.
Offline advertising is still prominent in the country, compared to online advertising which almost snatched the first place. In fact, in 2022, television and internet accounted for a little more than one-third of the Belgian ad spend each. Online advertising is experiencing a
spending growth. Yet the 2022 figure accounted for less than 90 percent of the value recorded in 2019, before the pandemic. On the consumer side, the picture is clear – both
ads on TV and search engines are an important tool for brand discovery among Belgians. Additionally, them use word-of-mouth, brand websites and social media ads indicating that they mix the more traditional ways of learning about new brands with more trendy ones.
Luxembourg's ad industry
Luxembourg is the country that differs most from its neighbors. The majority of its advertising investments lie in legacy media. For instance,
spending on newspapers and radio collectively amounted to around 70 billion euros in 2022. Internet advertising ranked third, with expenditures reaching 16 billion euros. However the
annual change in online ad spending in Luxembourg slowed down in 2021 and declined in the following year. The small state still puts more importance on its dailies, the radio and out-of-home ads.
This text provides general information. Statista assumes no
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