Dutch television ad spending grew again in the first half of the year, driven by sport, a trend that says little about advertising demand for Christian or faith-oriented programming.
Dutch television advertising spending rose to 400 million euros in the first half of the year, up 2.5 per cent, the first such growth since 2022. Screenforce attributes the increase mainly to live sport, including the Winter Olympics and the football World Cup, which drove spending on linear and video on demand channels. For Christian broadcasters and media organisations, the finding underlines how much of the advertising recovery is tied to major sporting events rather than to programming or platforms they typically occupy. It also signals that advertisers continue to value linear and on demand television jointly, a distribution mix relevant to how Christian content reaches audiences.
Source: ECMS 2026