In 2018, spending on commercials in Dutch media has risen hardest in five years, reports market research firm Nielsen Tuesday on the basis of its own research. The so-called net media spending rose to over 4.5 billion euros, a growth of 3.2 percent.
The biggest increase came in the name of online advertising, writes Nielsen. The Internet advertising expenditure rose by 8%. After online advertisements, spending on outside advertisements increased the most, with about 6 percent. Expenditures on television commercials rose by 3 percent.
Only printed media saw the advertising revenues return. Collectively, the decline in all print media amounted to about 7.5 percent. Especially public journals (10 percent) and trade journals (8.5 percent) saw advertising revenues significantly reduced.
The developments in 2018 have led to the proportion of online within total media spending growing to 42.5 percent. In 2017, that was still 40.6 percent.
The share of television remained stable at 18 percent. The print media saw their share dropping from over 14 percent in 2017 to just under 13 percent in 2018.
By: NU.nl
