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Resultaten UBA-bevraging : in welke staat verkeert de Belgische mediasector?

Zaki Lahbib, Expert Paid Media
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Het zijn uitdagende tijden voor onze sector. Omwille van de bijzondere economische omstandigheden waarin wij vandaag verkeren, heeft UBA eind september een korte bevraging uitgevoerd bij eigen leden rond de staat van media in België: wat zijn de budgetverwachtingen volgend jaar? Hoe is de waarde van media geëvolueerd?  Wat is het standpunt t.o.v. de fusies en marktconcentraties die in het voorbije anderhalf jaar plaatsvonden?

Nagenoeg 50 adverteerders namen deel aan de bevraging. Ook kon UBA rekenen op de input van de helft van de Belgische top 15 adverteerders, goed voor zo’n 25% van de totale bruto mediabestedingen in België.

Enkele interessante, soms intuïtieve, conclusies drongen zich op :

  • 73% van de respondenten gaf aan dat de inflatie een impact heeft gehad op hun budgetten in het voorbije jaar
  • 41% verwacht minder te investeren in media in 2023
  • 6 op 10 wist niet dat bepaalde regies de clash codes* (tijdelijk) hebben opgeheven.
  • met betrekking tot de marktconsolidaties van bepaalde regies, is 68% van mening dat deze spelers meer macht hebben om unilateraal contractvoorwaarden op te leggen

Ook werd er gevraagd naar de mening van UBA-leden met betrekking tot evolutie in prijs-kwaliteit van de voornaamste mediadragers. Zowel geschreven pers als televisie lijken erop achteruit te gaan. Voor video is een positieve rol weggelegd, vermoedelijk doordat budgetten naar online video zijn doorgeschoven naar aanleiding van de algemeen stijgende prijzen.

Grafiek

Het volledige rapport, voorbehouden voor UBA-leden, kan u hieronder downloaden. UBA formuleerde hierrond ook een opinie, lees het hier.

*clash codes verhinderen dat 2 of meer concurrenten in dezelfde reclameblok op televisie verschijnen.


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