German ad market to decline in 2012
Jörn Krieger ©RapidTVNews | 10-01-2012
The German advertising market will decline by 1% in 2012 compared with last year, leading to a reduction of total advertising spending by €220 million, according to JOM Jäschke Operational Media.
The total advertising turnover on German media will amount to €21.7 billion in 2012, according to the report.
Last year, the situation was more positive: The total advertising volume rose by around 3.5% to almost €22 billion in 2011.
According to the agency, the reason for the decline in 2012 will mainly be the downturn of the general economy, but the decline would be even higher if it wasn't for on-going strong consumer spending, stable employment figures and a tendency for growing household income. Large sports events such as the European Football Championship and the Olympic Games will also provide positive impulses.
On the other hand, advertising on digital media will continue to grow. The agency predicts an increase by around 15% in this area in 2012, thereby continuing the trend to shift advertising spending from "old" to "new" platforms. The total advertising turnover volume on digital media will amount to almost €4.5 billion in 2012 in Germany.