The German advertising market will stagnate, according to a recent forecast by the Dentsu Aegis Network (DAN). The analysts' last report from June had projected 2.6 percent growth for 2019 and 2020 – now the forecast is only 0.5 percent. In reality, only advertising spending in digital media is expected to grow over the next two years. Radio stations will also see a slight increase. Newspapers and magazines, on the other hand, are facing a significant decline in advertising revenue. While the German market is struggling, globally, advertising spending is growing, in some cases even strongly, as the graphic illustrates.
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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