State of Marketing Europe: Fac figures State of Marketing Europe: Facte and figure 1 Europe’s advertising market is e x pected to reach €188 .5 billion in 2025, but real growth is almost lf at, as rising media costs dilute increased spending. 7 2% of mar k eting leaders are e x pecting an increase in relati v e mar k eting spend in 2025. 1 Ad j usted for media inflation , predicted ad v ertising mar k et growth is slightl y abo v e real G D P growth. G rowth of top if ve European advertising markets,1 2025 vs 2024 , % N ominal mar k et growth Mar k et growth ad j usted for media 2 inflation R eal G D P growth 5.7 0.9 + 0.2pp 0.7 €188 .5bn total advertising market size for Europe + 5. 7% Y o Y top fi v e ad v ertising mar k ets growth + 0. 9% Y o Y mar k et growth ad j usted for media inflation 11.5bn 5.8% YoY Spain 53.0bn 4.5% YoY R est of E urope 53.2bn 6.4% YoY UK 36.7渀戀 3.4% YoY G erman y 21.6渀戀 5.1% YoY F rance 12. 5 渀戀 1 0 . 9 % YoY I tal y A dvertising market size and growth for Europe 1 and its top if ve markets, media o w ners ’ net advertising reven u e , 2025, € b illion I ncludes Austria , B elgium , B ulgaria , C roatia , Cz ech R epublic , D enmar k, F inland , F rance , G erman y, G reece , H ungar y, I reland , I tal y, N etherlands , N orwa y, P oland , P ortugal , R omania , Serbia , Slo v enia , Spain , Sweden , T ü r k i y e , Uk raine , and the U nited K ingdom. Source : MA G N A G lobal Ad F orecasts , June 2025 1 Q uestion : H ow do y ou e x pect y our compan y’ s mar k eting spend as a percentage (%) of net sales to de v elop in the ne x t y ear Source : State of Mar k eting E urope R eport 2026 , Mc K inse y, n = 500 senior mar k eting leaders across F rance , G erman y, I tal y, Spain , and the U nited K ingdo 1Ex pected mar k eting spend as a percentage of net sales de v elopment , 2025 v ersus 2024. 1 Accounting for ~ 71 percent of the E uropean ad v ertising mar k et si z e. 2 I ncludes T V , print , audio , out - of - home , search , social , v ideo , and other digital formats. Source : MA G N A G lobal I n lf ation report , Aug 2025 ; N et C P M in lf ation forecasts , I M F W orld E conomic O utloo k, Apr 2025 11 State of Marketing Europe 2026