VodafoneZiggo leads to rise in Dutch telecom media spend in January

Telecom operators in the Netherlands increased their above-the-line media spending by 30 percent in January to around EUR 22 million, driven mainly by VodafoneZiggo. The operator sharply raised its advertising outlay at the start of the year, pushing overall sector spend higher.

The growth in January media budgets reflects more intense competition in the Dutch telecom market, with operators using traditional advertising channels to keep or win customers. VodafoneZiggo’s heavier presence led the trend, while other providers followed with smaller increases of their own.