Extra Report : 7 Years of UMA/UBA Benchmark Media Investments (2019-2025)

Based on the UMA-UBA Benchmarks covering media and digital channel investments from 2019 to 2025, the UMA Commission Expertise published a full report with the main conclusions regarding the evolution of the market.

You can download the complete report below. Here are the main takeaways:

Digital Growth: There has been a controlled rise of digital media within the organized market represented by the study’s participants.

Strong Local Digital Presence: Local digital media maintains an important share of advertising investments among the participating actors. Although digital investments are increasing in parallel with consumer habits, these investments are not massively shifting toward international platforms.

Need for Comprehensive Tracking: There is an ultimate need for a quantitative digital tracking tool. This tracker should ideally be as exhaustive as the one currently used for offline investments.

The table below compares the distribution of investment across medium types since 2019 :

The figus in the table above demonstrate the enduring strength of television, which remains the leading medium in terms of advertising spend. It is also worth noting that the overall share of publishing has been clearly influenced by the inclusion of the data of the direct sales by the publishers (BPX data).
Finally, outdoor advertising is also benefiting from the growth of digital out-of-home, both in programmatic and traditional buying, in addition to the medium’s generally strong performance, with its market share having grown by 34 per cent over three years.