Report: European ad spend at €187bn in 2025
September 11, 2026

From Branislav Pekic in Rome



European advertising expenditure climbed to €187.1 billion in 2025 – a 5.8 per cent year-on-year increase, according to a report by Confindustria Radio TV.

Analysing data across 30 European nations, the study by the Italian broadcasters’ association highlights a market expanding well beyond pre-pandemic benchmarks (up 48.9 per cent from 2019) and outpacing general economic growth, propelled almost entirely by online media investments.


Across Europe’s ‘Big 5’ economies – the UK, Germany, France, Italy, and Spain – total advertising spend reached €123.3 billion (+5.7 per cent). Internet advertising dominated this regional tier, swelling 10.1 per cent to €92.8 billion and capturing 75.3 per cent of all ad dollars. Conversely, traditional media channels (linear TV, print, radio, cinema and OOH) contracted to a collective €30.4 billion.

The UK maintained its market lead at €53.7 billion (+6.6 per cent), representing 44 per cent of total Big 5 ad expenditure.

Germany ranks second at €29.6 billion (+5.1 per cent), followed by France, which generated €18.6 billion (+4 per cent).

Italy reached €11.7 billion (+4.7 per cent), retaining the highest reliance on linear TV (32.5 per cent of national ad spend), while Spain expanded to €9.7 billion (+6.5 per cent).

Linear TV ad revenues dropped 9.2 per cent to €15.2 billion across the Big 5. In contrast, digital video surged 18.2 per cent to €22.1 billion, claiming the majority share of the combined video market in the UK (73 per cent), France (58 per cent) and Germany (53 per cent), while steadily gaining ground in Spain (47 per cent) and Italy (40 per cent).

Global OTT platforms continue to absorb the vast majority of digital ad budgets, taking over 80 per cent of online ad revenue in Italy, 76 per cent in France, and 70 per cent in Spain. In total market terms, tech intermediaries capture 67 per cent of all ad expenditure in the UK and 49.3 per cent in Germany.