Dutch TV Ad Market Shrinks Amid Gambling Ad Restrictions
The Dutch TV advertising market has experienced a contraction in the first half of this year, with research agency Screenforce suggesting that a drop in demand for gambling ads may be a key factor. Overall TV ad spending fell by 3% compared to the same period in 2023.
Gambling Ad Ban Drives Market Decline
According to Screenforce, total spending on TV advertising in the Netherlands for the first half of 2024 amounted to €426 million, marking a 3% decline compared to the previous year. Commercial ads remain the dominant segment in the market, accounting for €374 million, a 4.1% decrease from the same period in 2023.
A significant factor contributing to the shrinking advertising market may be the Dutch Parliament’s decision to implement a near-total ban on gambling advertisements across various media platforms, including TV, radio, and print. Although a prohibition on gambling ads for online channels has not yet been finalized, pressure is mounting on State Secretary for Legal Protection Teun Struycken to move forward with this regulation.
Growth in Non-Spot Advertising
Despite the overall decline in TV ad spending, Screenforce reported a 2% growth in non-spot advertisements, such as program sponsorship and product placement. This segment generated €52 million in the first half of 2024, reflecting a positive trend amid the broader market contraction.
The average TV screen time in the Netherlands between January and June 2024 was 130 minutes per day, representing a 1.5% decline compared to the previous year. However, this decrease is less steep than the 7% drop recorded between 2022 and 2023.
Michel van der Voort, Director of Screenforce, remains cautiously optimistic, stating, “Of course, the spending in the first half of this year disappoints us, and yet I am cautiously optimistic about the entire year. After this sports summer, we will be able to report a nice viewing time over the third quarter.”
