This edition of the benchmark (full year 2025) is marked by a fundamental change of perimeter that now covers the total Belgian market. (UMA + UBA + Direct Investments Local Saleshouses)

UMA Ranking 2025: the total turnover of the UMA members is stable (-0,5%) and stays above 1.3 billion euros. WPP Media remains leader in the ranking of groups (UMA members).

Out-of-home media investments in Belgium and Luxembourg recorded a +5% growth in the first half of 2025 compared to the same period in 2024.

UMA calculated the SOV of 'Digital' in the total Media Investments in Belgium. Period: January - June 2025

Pitch Guidelines to reduce inefficiencies, elevate professionalism and foster more sustainable client-Guidelines for Agency Pitches. Recommandations for a transparent, responsible and fair procedure.

UMA & UBA calculated the shares of the different mediatypes in Belgium and the proportions of the investments in local media vs intenational platforms (TY 2024)