Traditional advertising refers to the dissemination of commercial messages through media channels to a large audience. Film, television, magazines, newspapers, outdoor, and radio advertising are the various categories of traditional advertising.
The market for traditional advertisements in Europe is dominated by the TV segment, which accounts for 54% of the region’s traditional advertisements market. This is followed by the Newspaper and Outdoor segments with 17% and 10%, respectively.
The TV segment continues to be the major contributor as it remains the most efficient mode for promoting products and creating awareness of brands among consumers.
The entry of new and small companies boosted the demand for traditional advertisement, which has been facing stiff competition from the online advertisement segment.
The recovery in demand in the post-COVID-19 pandemic period spurred growth in the traditional advertisement market.
Europe ranks third among all the regions in terms of market size for traditional advertisement and contributes 23% to the traditional advertisement market globally.
The traditional advertisement market in Europe recorded negative growth of 3.35% during 2017֪–21. This indicates the growth of alternative modes of advertisement, including digital advertising.
Companies globally spent less on advertisement as the demand declined owing to restrictions on non-essential services due to the outbreak of the pandemic in 2020.
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