2024: A Year of the start of a Great Recalibration
2024 was a mixed year for the doordrop channel. Overall volumes declined 8% vs. 2023, reflecting continued pressure from digital media. Yet within this headline result, we saw strong divergence: Italy and the UK returned to growth, while France experienced sharper decline driven by opt-in testing, later reversed, opening the door to recovery.
We also saw retailers re-engage with print after periods of pause, often with strong and sustained results, proving the channel continues to deliver. The industry narrative is shifting from “replace doordrop” to “integrate doordrop”, as marketers increasingly focus on how print works alongside digital, not instead of it.
2024 marked the start of a Great Recalibration i.e traditional channels rising in concert with digital. The Google cookie U-turn created disruption but also opportunity, accelerating the search for more trusted, effective alternatives such as doordrop.
December 2025: ELMA publishes today its 15th year analysis of European door drop media spend and usage across 16 countries.
Door Drop Media: Resilient Despite Digital Growth
In 2024, total door drop volume across 16 markets is estimated at 55 billion items, supported by a strong media spend of approximately €2.5 billion.
While some markets continue to adjust, 2024 also marked a clear turning point, with several countries returning to growth, signalling renewed momentum for the channel.
The largest volumes by country in 2024 remained similar to what they were in 2023 i.e Germany followed by France, The Netherlands and Austria.
During 2024, Scandinavian countries allocated the greatest percentage of advertising spend to doordrops.
For more details about our Census Report, please email mark.davies@elma-europe.com