Open AccessTHE ADVERTISING MARKET OF EUROPEAN UNION COUNTRIES – THE EVOLUTION IN RECENT YEARS
Author(s) -
Laura Cătălina Ţimiraş
Publication year - 2017
Publication title -
studies and scientific researches. economics edition
Language(s) - English
Resource type - Journals
eISSN - 2344-1321
pISSN - 2066-561X
DOI - 10.29358/sceco.v0i25.388
Subject(s) - european union , eu countries , gross domestic product , member states , product (mathematics) , market size , international economics , business , economics , international trade , macroeconomics , geometry , mathematics
This paper seeks to highlight how the EU advertising market has evolved in recent years, as well as the link between the macroeconomic outcomes of the analyzed countries and the size of this market. According to the analyzed statistical data provided by Eurostat in recent years for which we have data, the advertising market (assessed by the Turnover or gross premiums written indicator) registered an upward trend in the EU, with the old EU members accounting about 90% of the total market, and the new member states just over 10%. The number of market operators also increased, with about 75% of them operating at the level of the old EU members. The size of the advertising markets at the level of the analyzed countries is closely linked to the recorded macroeconomic outcomes, with a direct and strong link between the gross premiums written and the Gross domestic product. The link has been studied both across EU countries and separately for the two categories of old states (EU - 15) and new EU members.