Luxembourg's advertising market grew to €132 million in 2023, with daily newspapers leading the way as top advertisers like Cactus, Post, and Spuerkees maintained their dominance, according to a new report.
Luxembourg's total advertising spending reached over €132 million in 2023, marking an increase of €2.3 million compared to the previous year, according to a report by Espace Pub and Nielsen. Daily newspaper ads accounted for the largest share at 37%, followed by radio ads (19%), signs (15%), online ads (13%), and television ads (9%).
Leading the list of top advertisers were Cactus, Post, and Spuerkees, maintaining their dominant positions. The remainder of the top ten showed little change from the previous year and included BMW, Tango, Coca-Cola, BIL, ALDI, Enovos, and Orange. However, the Mutualist Medical and Supplementary Fund (CMCM) saw a significant drop, falling from 11th place in 2022 to 14th in 2023.
The report, presented by Elisabeth Margue, minister delegate to the prime minister for relations with parliament, was released in response to a parliamentary enquiry by MP David Wagner of The Left (Déi Lénk). Espace Pub ASBL, representing over 90% of local advertising investments (excluding social media), and Nielsen, a global leader in media analysis, collaborated on the findings.
