CMI

Media inflation cools in Belgium

Mon, 20 Apr 2026 17:01:21 +0200

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.

Why CIM ONE is not a global initiative

Mon, 13 Apr 2026 11:59:46 +0200

Glocalisation proves to be the preferred strategy when establishing a cross-media measurement methodology. This does not change the fact that the JICs (Joint Industry Committees) support and inspire one another, with the Belgian CIM taking a leading role in providing mutual assistance. A prelude to the UBA Exchange Community on CIM ONE, which will take place on 24 April.

The new reality of media consumption in Belgium: from Gen Z to baby boomers

Thu, 09 Apr 2026 11:22:44 +0200

Deloitte’s Digital Consumer Report shows that Belgian consumers are not moving in one direction. Device use, streaming habits, audio platforms and news behaviours now vary sharply by generation.

For brand builders, the shift is less about one dominant channel and more about how screens, formats and AI are reshaping attention, discovery and trust.