UMA / UBA Benchmark Media Investments 2024

UMA, together with UBA, calculated the Share of Voice of ‘Digital Advertising’ in the total Media Investments in Belgium in 2024 in comparison to 2023. The report you can download below contains analyses of the market shares of the channels Display, Video, SEA, Social, Digital OOH & Other Digital and the shares from the media segments Video, Audio, OOH, Press, Cinema & Other Channels (Direct Mail,…)

The table below compares the distribution of investment across medium types among the three consecutive and comparable benchmarks for the years 2022, 2023 and 2024.

Since 2022, the UMA benchmark has also published the breakdown of digital investments between local and international players. The international players are defined as the global digital platforms such as Meta, Google, X, TikTok, Snapchat etc.

62% of the media investments in Digital Channels are affected to international players.