Advertisers in the Netherlands spent 3.1% more on advertisements in 2024, compared to the previous year. This involved an amount of 7.2 billion. Advertising revenues for all channels are increasing, except for magazines, leaflets, cinemas and trade journals. Advertising revenue for magazines fell by 8.5 million euros compared to the same period last year. Since 2015, advertising revenue for magazines has halved.
These figures come from the ‘Annual Report Gross Media Spending 2024’ from research agency Nielsen. All advertising revenues, across all channels, increased in 2024 from 6.9 billion in 2023 to 7.2 billion in 2024. That is an increase of 3.1%. Advertisers spent significantly more on online display (11.5% growth) and out of home (9.6% growth). Television, social media and radio remain popular and these channels also attract the most advertising dollars. Television increased by 2.1% from more than 3.9 billion in 2023 to more than 4 billion euros in 2024. 1.6 billion euros will be spent on social media. Radio increased by 2% from more than 94 million to 96 million euros.
Advertising revenue for newspapers and magazines
If we look at newspapers and magazines, the figures are less positive. Daily newspapers remained fairly stable in 2024. In 2023, newspaper publishers earned an amount of more than 547 million from advertisers and in 2024 that amount increased by 0.4% to more than 549 million. Newspaper publishers receive 7.6% of all advertisers’ euros.
The magazines again made significant losses, just like in previous years. Advertising revenues fell from more than 156 million in 2023 to almost 148 million in 2024. That is a decrease of 5.4%. This decrease is less than in the period between 2022 and 2023, when the decrease was 9.1%.
In magazines you see a declining trend for the number of advertisements, the number of advertisers, the advertising rates and the average budget per advertiser. 2.1% of all advertising euros are invested in magazines.
Advertising revenues for trade magazines are declining
The trade journals also suffered: from 21 million in 2023 to more than 18 million in 2024, which is a decrease of 11.4%. Striking, because trade magazines actually increased in 2023 compared to 2022. Compared to 2015, 67% of expenditure on trade magazines has disappeared.
Women’s magazines are the big earners when we look at advertising income for 2024. This segment accounts for 27% of the entire advertising income for magazines. In second place are the culinary magazines (15.6%), followed by the home, garden and do-it-yourself magazines (10.9%) and the car and motorcycle magazines (9.5%). The RTV magazines earn 8.9%, the family magazines earn 7.1%, the opinion magazines 5.5% and the travel and recreation magazines 2.8%. The other categories (men’s magazines, sports magazines, parenting, management, etc.) all receive less.
Nielsen’s Annual Gross Media Spending Report can be ordered by sending an email to:
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Thanks to Nielsen for the figures.