August 2026
Germany has the most advertisers and a third of Italy's reach
Twelve months of Meta ads, reach by country. Italy: 31.8 percent of all reach with 156 advertising brands. France: 20.2 percent with 183. Germany: 14.2 percent with 189 brands, the most of any market. Spain: 13.2 percent with 148. Austria: 2.0 percent with 139.
Reach per advertising brand: Italy 20.4 million, France 11.0, Spain 8.9, Germany 7.5, Austria 1.4.
What it means
Germany is the fullest and at the same time the thinnest large market: many brands, little reach per brand. Austria is almost empty.
How it was measured
Meta Ad Library country breakdowns for ads started in the last 365 days, summed per country. Switzerland is outside the EU transparency data and does not appear. Read on 19 August 2026.
Do you advertise where everyone advertises, or where reach per brand is cheapest?
