NACE 73 – Advertising and Market Research | Public Tenders
NACE 73: Advertising and market research in public tenders. Which contracts, CPV codes and contracting authorities are relevant for advertising agencies?
Definition: NACE 73 covers the design and execution of advertising campaigns, media planning, advertisement design and market and opinion research. Public contracting authorities regularly commission agencies and market research institutes for communications and information campaigns.
What does NACE 73 cover?
NACE 73 (Advertising and market research) classifies advertising agencies, media agencies and market research companies — a field in which public bodies invest substantial budgets in information and awareness campaigns.
| Group | Title | Typical services |
|---|---|---|
| 73.1 | Advertising | Campaign development, media planning, creative services, online marketing |
| 73.2 | Market research and public opinion polling | Population surveys, target group analyses, impact measurement |
Public Tenders – Advertising and Market Research
Ministries, health authorities, cities and regions commission advertising agencies for information campaigns — from health awareness and road safety to tourism marketing.
Typical types of contract
- Information and awareness campaigns: Health, energy-saving and safety campaigns
- Media planning and buying: Framework agreements for placement of advertisements in print, digital and out-of-home media
- Creative services and concept design: Development of campaign visuals, claims and corporate design
- Online marketing and social media: SEA, social media campaigns, content marketing for public authorities
- Market and opinion research: Population surveys, citizen surveys, campaign impact measurement
Relevant CPV codes
| CPV Code | Title | Application |
|---|---|---|
| 79340000 | Advertising and marketing services | General advertising services |
| 79341000 | Advertising services | Campaign development, creative |
| 79342000 | Marketing services | Direct marketing, event marketing |
| 79341400 | Advertising campaign services | Fully integrated campaigns |
| 79310000 | Market research services | Market and opinion research |
| 79320000 | Public-opinion polling services | Population surveys |
Contracting Authorities
Typical public contracting authorities in the field of NACE 73 are:
- Federal ministries: Health, transport and environment ministries for information campaigns
- Health authorities: Prevention campaigns, vaccination awareness, public health communications
- Tourism and economic development agencies: Österreich Werbung, DZT, regional tourism boards
- Cities and municipalities: City marketing, citizen communications, cultural events
- Security authorities: Road safety campaigns, civil protection communications
FAQ
Must public advertising services be tendered? Yes — advertising services are service contracts and are subject to EU-wide tendering above the EU threshold (EUR 443,000 for most contracting authorities). Below this threshold, national procurement rules apply. Framework agreements are well suited for recurring services.
What lot structure is typical for advertising contracts? Contracting authorities frequently separate creative services (Lot 1) and media services (Lot 2), as these address different markets. For small budgets, all services are awarded in a single lot.
- NACE M – Professional, scientific and technical activities: Parent section
- NACE 73.1 – Advertising: Sub-group on advertising agencies
- NACE 73.2 – Market research: Sub-group on market and opinion research
- NACE 70 – Activities of head offices and management consultancy: Related division
Last updated: January 2026
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