Cinema, Internet Ad Spending on the Rise in the Netherlands - eMarketer
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Cinema, Internet Ad Spending on the Rise in the Netherlands

But there are big losses among print media

October 10, 2016 | Media Buying

Ad spending was on the rise in the Netherlands during H1 2016, according to a September report from Nielsen. Up 4% in total, the biggest growth comes in cinema ad spending, followed by internet advertising.

Total Media Ad Spending Growth in the Netherlands, by Media, H1 2016 (% change vs. same period of prior year)

Cinema ad spending saw, by far, the largest amount of growth—up 24% over H1 2015. Internet ad spending was up about 12% in the same period of time. TV and out-of-home advertising saw modest gains as well.

But there were significant losses to offset the positive growth seen in some media. Radio ad spending, for example, saw a small loss—2.3%. Magazine ads, on the other hand, saw a decrease of nearly 10% vs. H1 2015.

Newspapers fared even worse, with ad spending down nearly 13%, a significant blow to print media.

Still, with internet ad spending growth basically offsetting newspaper ad spending losses, ad spending in the Netherlands is on the rise.

Compared to European neighbors, the Netherlands is seeing slightly higher growth rates. For instance, eMarketer reports that total media ad spending in Finland will grow by 0.3% in 2016; in Denmark, that figure is 2.8%; there’s 0.7% growth in Norway in 2016; and 2.8% again in Sweden.

eMarketer estimates that marketers in the Netherlands will spend $4.59 billion on ads in 2016, a figure that will rise to $4.72 billion by 2020.

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