A. Guttmann
Research Lead covering media
TV advertising in Europe - statistics & facts
Television remains a highly effective advertising platform as popular shows, live music, or sports broadcasts can draw millions of potential customers to the screen. In Europe, where advertising activities vary greatly depending on the country, TV advertising has largely maintained its dominant position in the marketing mix despite cord-cutting trends and the digitalization of video content. The number of TV viewers in Europe keeps growing every year, encouraging companies to compete for precious airtime to promote their products and services. In 2024, TV ad spend in Western Europe was projected to amount to roughly 29 billion U.S. dollars. Conversely, TV ad spending in Central and Eastern Europe suffered a considerable downturn in the last two years. This was attributed to an exodus of international advertisers from the Russian market due to the war in Ukraine.
