Traditional advertising refers to the dissemination of commercial messages through media channels to a large audience. Film, television, magazines, newspapers, outdoor, and radio advertising are the various categories of traditional advertising.
The market for traditional advertisements in Europe stood at $57,549 million in 2021. Traditional advertisements grew 8% in 2021 on account of an increase in the launch of products by companies. The entry of new and small companies boosted the demand for traditional advertisement, which has been facing stiff competition from the online advertisement segment.
The recovery in demand in the post-COVID-19 pandemic period spurred growth in the traditional advertisement market.
Europe ranks third among all the regions in terms of market size for traditional advertisement and contributes 23% to the traditional advertisement market globally.
The traditional advertisement market in Europe recorded negative growth of 3.35% during 2017–21. This indicates the growth of alternative modes of advertisement, including digital advertising.
Companies globally spent less on advertisement as the demand declined owing to restrictions on non-essential services due to the outbreak of the pandemic in 2020.
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