In 2024, cumulative advertising expenditure decreased except for January, with digital advertising leading at 54.9% of media spending. Notably, investments grew in digital, television (16.1% increase), and outdoor advertising. Retail was the largest sector, making up 25% of spending, followed by food and automotive, together representing 44% of the market. IKEA was recognized as the advertiser of the year, with a remarkable 159% rise in spending, showcasing innovative storytelling in their marketing campaigns.
Overall, cumulative advertising expenditure was down throughout the year, except for January.
Digital advertising accounted for the largest share of media spending at 54.9%.
Retail remained the dominant sector in advertising, accounting for 25% of total spending, equivalent to €188 million.
Kantar Media named IKEA as the advertiser of the year, recognising the company's significant 159% increase in advertising spending.
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