Commission Expertise
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)
Publications
UMA Media Pitch Monitor 2025: Media Pitches cost Belgian Media Agencies over €5.11 Million
2026 Info UMAFor the third time, UMA has conducted a survey on the total time spent by media agency teams on media pitches in order to calculate the total costs of pitching.
UMA Benchmark OOH Investments ; H1 2026
2026 BenchmarksOut of Home (OOH) media investments across Belgium and Luxembourg achieved strong double-digit growth in the first half of 2026, rising by +13% compared to H1 2025.
UMA benchmark Media Investments 1st Semester 2026: Local Media capture over 76% of Net Ad Spend as Digital Reaches 40.2%
2026 BenchmarksKey Facts : Local media players captured 76.4% of the total Belgian ad spend in H1 2026.
Digital channels now account for 40.2% of the total media market.
Extra Report : 7 Years of UMA/UBA Benchmark Media Investments (2019-2025)
2026 BenchmarksThe UMA Commission Expertise published a full report with the main conclusions regarding the evolutions of media spendings from 2019-2026
UMA / UBA Benchmark Media Investments 2025 : 79% of Advertising Spend goes to local Media
2026 BenchmarksThis 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
2026 Info UMAUMA 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).