Robust Growth for Dutch TV Advertising

05 February 2008

AMSTERDAM: Dutch television marketing organisation, SPOT says net adspend on the medium grew 6.8% during 2007 to €851 million ($1.26bn; £638m).

The increase over the previous year is the steepest since 2000. Automakers, energy firms and cosmetics companies pumped-up their spend while insurance firms and DVD/CD marketers reported a slide.

Says SPOT director Paul van Niekerk: "It had been predicted a few years ago that peak years would be over for TV advertising as a result of the growing importance of the internet and delayed viewing through digital video recorders skipping advertising. 

"That has not happened - advertisers' faith in TV advertising recovered in 2007." 

Van Niekerk expects a rise of around 5% during this year, helped by the Euro 2008 soccer tournament, the Beijing Olympics and the US presidential elections.

But, equally important, he says: "The national economy is still showing a good growth compared to many other economies."

Data sourced from M&M Europe; additional content by WARC staff