Bleak prospects for German advertisers

Published on: January 12, 2019 / Update from: January 12, 2019 - Author: Konrad Wolfenstein

According to a current forecast by the Dentsu Aegis Network (DAN), the German advertising market will stagnate. The analysts' last report from June assumed 2.6 percent growth for 2019 and 2020 - now it is only 0.5 percent. In fact, only advertising spending in digital media will actually grow in the next two years. A small plus also goes to the radio stations. In contrast, newspapers and magazines are facing a significant decline in advertising revenue. While the German market is in crisis, advertising expenditure is growing globally, sometimes even strongly, as the graphic shows.

According to a recent forecast by the Dentsu Aegis Network (DAN), the German advertising market will stagnate. The analysts' last report in June had assumed growth of 2.6 percent for 2019 and 2020 – now it is only 0.5 percent. In fact, however, in the next two years only advertising expenditure in digital media will actually grow. In addition, a small plus is landing in the radio stations. On the other hand, newspapers and magazines are facing a sharp decline in advertising revenues. While the German market is in crisis, advertising expenditure is growing, globally speaking, and in some cases even strongly, as the chart shows.

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