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UMA/UBA Benchmark Media Investments TY 2022


UMA & UBA, (with AdSomeNoise, blue2purple, Ogilvy Social.Lab & Pivott) publish together a complete Report on the Media Investments in the Belgian market during 2022. (January-December)

This Report includes the Share of Digital in the total Media Investments, the Share of the ‘direct’ Investments by Advertisers and the Shares of the offline Media Segments.

In 2022, Digital channels account for 35.1% of advertising expenditure in Belgium Overall, within the perimeter of UMA, 33% of all media spending in 2022 went to Digital. That figure rises to 35% if we also add the data from UBA.

Media Agencies and affiliates contributing to the UMA Benchmark:  Dentsu Belgium, GroupM (Mindshare, Wavemaker, Maxus, Kinetic), Havas Media, iO, Mediabrands (Initiative, UM, Reprise, Rapport), OmnicomMediaGroup, (OMD, PHD Media, Semetis), Publicis Groupe, (Zenith, Blue449), Outsight, Serviceplan (Mediaplus, Mediascale), Space, Zigt. Partner Agencies contributing to this report: AdSomeNoise, blue2purple, Pivott, Ogilvy | Social.Lab

You can download the complete Report of the UBA/UMA Benchmark Media Investments 2022 below.

Read the conclusions of the UBA/UMA Benchmark Media Investments on UBA website

Download the complete Report of the UBA/UMA Benchmark Media Investments 2021 here and watch the Presentation of the main Conclusions on LN24