Daily newspapers in Luxembourg made up the lion’s share of advertising spending last year Photo: Christophe Lemaire/Maison Moderne

Daily newspapers in Luxembourg made up the lion’s share of advertising spending last year Photo: Christophe Lemaire/Maison Moderne

Daily newspapers in Luxembourg took more than a third of advertising revenue, ahead of the radio and the internet, a report published on Monday said.

The Ad’Report 2021 by Espace Pub and Nielsen measures advertising spending and revenue in Luxembourg, registering a strong rebound between 2020 and 2021 as the grand duchy continued its path of pandemic recovery.

Advertisers spent €132.2m last year, up 6.1%--or €7.6m--compared to 2020, which saw much of the economy come to a standstill during a nationwide pandemic lockdown followed by various levels of restrictions. But spending remained below 2019 levels, when advertisers shelled out €147.4m.

The government was the biggest client, for example spending on vaccination drive advertising and other public awareness campaigns. It was followed by supermarket chain Cactus and the Post group. Aldi and the Spuerkeess conclude the top five, although the report does not specify how much each of these entities spent.

Daily newspapers received the single biggest share of advertising revenue at just over 34%, followed by the radio (19.44%) and online advertising (13.21%). They even managed to increase their revenue from 2020, when their total share was just over 33%, showing print media alive and well in Luxembourg.

TV broadcasters attracted less than 10% in advertising revenue, showing the limited market of Luxembourg television programming, largely offered by RTL in Luxembourgish, with a French channel also available.

Despite the rebound, Luxembourg trailed its neighbours, where advertising spending grew significantly more between 2020 and 2021, with Belgium taking the lead (+14.7%), followed by France (12.9%), the Netherlands (9.1%) and Germany (7.1%).