German ad market sees mixed results

17 July 2009

HAMBURG: Online adspend increased by 9.5%, to €734 million ($1.0bn; £631m), in the first six months of 2009 in Germany, but traditional media posted a decline of 3.3%, to €9.8 billion, in this period, figures from Nielsen show.

According to the research firm, television's ad revenues fell by 0.4%, to €4.3bn, in Germany in H1, with daily newspapers also witnessing a modest decrease of 0.8%, to €2.6bn, in this timeframe.

Radio expenditure was down by just 0.1%, to €626m, while magazines registered a drop of 15.6%, to €1.7bn, with cinema off by an even more substantial 26.9%, to €26m.

Outdoor expenditure, by contrast, actually rose by 9.7% over the course of the opening half of the year, taking the medium to a total of €424m.

Overall, the quarter from January to March saw adspend fall by 1.9% year-on-year, a contraction that accelerated to 4.6% in Q2, Nielsen found.

Data sourced from Nielsen; additional content by WARC staff