Total media time is decreasing in all three countries. The decline is slightly less pronounced in France and Germany, where relatively strong traditional media usage and steady growth in digital time help balance the drop.
Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.
Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.