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Media inflation cools in Belgium

Luc Eeckhout, Manager Media & Agencies
Newsletter_20260421_WFA_Outlook_iStock-2257585378.jpg

Each year around this time, the World Federation of Advertisers (WFA) releases its biannual survey about media price inflation predictions known as WFA Outlook. Once again, UBA shares the key insights and results for Belgium, along with a comparison to surrounding markets. A notable observation is that total media cost inflation in Belgium reached 4.3% in 2025, lower than the 5.1% in 2024. This downward revision sends a positive signal, confirming a continued stabilisation of the market.

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