Belgium's advertising sector under strain, raising fears of 'news deserts'
Belgium's advertising sector is under increasing pressure as budgets shrink and money continues shifting toward major technology platforms, De Tijd reports on Saturday. That could lead to "news deserts", where the media can no longer function as a watchdog.
According to a new study by Econopolis for the Advertising Council, total advertising spending in Belgium dropped from 3.09 billion euros in 2015 to 2.09 billion in 2020 euros, measured in constant prices. In 2024, 62 percent of advertising spending flowed to online channels, mainly large international platforms.
This evolution poses a growing threat to Belgian media companies that rely heavily on advertising revenue, the council warns. As media companies restructure and downsize, "news deserts" could appear, where communities lose access to credible and comprehensive news and information. That would limit the ability of the media sector to act as a watchdog of democracy.
The latest sign of trouble in the sector came this week at Mediahuis, publisher of Het Nieuwsblad and De Standaard. The company proposed that staff temporarily give up part of their pay in exchange for extra holiday days, as part of an emergency savings plan.
Mediahuis had earlier planned a broader savings operation by reducing gross wages and compensating employees through the copyright tax regime, but that approach collapsed after the federal government approved a reform of that regime.
To address the mounting challenges, the Advertising Council recommends policies that create a level playing field between domestic and international players, as well as closer cooperation between media groups and major tech platforms. It also urges the development of joint tools to sell local advertising space. Advertisers, meanwhile, should better leverage innovations such as generative AI and virtual reality.
© BELGA PHOTO JONAS HAMERS
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