- Methodology & sample (p. 4)
- Share of Ads Voice by category (p. 8)
- Where the spend goes by platform (p. 13)
- Creative mix & format dominance (p. 18)
- Partnership Ads & creator economy (p. 22)
- The 10% that outpaces the rest (p. 26)
- Outlook 2026–2027 (p. 30)
Why this report exists
For most luxury marketers, "competitive ad intelligence" still means a slack channel of screenshots from the Meta Ad Library. We wrote this paper for the other half — the teams that already know reach, impressions and estimated spend belong on the same dashboard, and who want a year-on-year benchmark to compare themselves to the broader market.
The data covers 64 luxury and premium houses across four platforms — Meta, YouTube, Google and TikTok — over the twelve months ending February 2026. All numbers are derived from publicly available transparency data, run through Ginjer.ai's estimated-spend model.
1. Methodology & sample
The sample is intentionally narrow. We selected sixty-four houses operating in fragrance, beauty, fashion, watches, jewellery and premium spirits, with at least €2M in estimated annual ad spend in the European Union. Smaller houses are sometimes mentioned for context but are not part of the index.
- Share of Ads Voice on Meta uses Cumulative Unique Reach from EU transparency data.
- On YouTube and Google, SoAV uses estimated Impressions (Google publishes data with a ~90-day delay; periods are aligned accordingly).
- Estimated spend is calculated by Ginjer.ai's platform model and calibrated against four advertisers who shared actuals.
2. The headline number
Aggregate estimated ad spend across the 64 houses reached €2.81B over twelve months, up 17% year-on-year. Meta represented 61% of that total, YouTube 22%, Google 14%, TikTok 3% — and the fastest-growing of the four was TikTok, more than doubling its share.
"The Top 10 luxury advertisers concentrated 54% of all estimated spend — but only 31% of Share of Ads Voice. The middle is doing more with less, and it is starting to show."
3. Where the spend goes (preview)
The full breakdown — by sub-category, by country and by ad format — is in the next eighteen pages. As a teaser, three things stood out:
- Fragrance still leads on Meta video, accounting for 38% of all video impressions in the index.
- Watches over-index on YouTube, with 41% of their spend on long-form content — almost twice the index average.
- Partnership Ads on Meta made up 20.9% of the index's Meta spend, up from 14.4% a year ago.
What you'll get in the full PDF
The remaining 26 pages cover the per-category Share of Ads Voice league table, country-level spend splits, the creative-format dominance matrix, the creator-economy deep dive, and a 2026–2027 outlook with three scenarios for how premium budgets reallocate across platforms.