German ad market starts to pick up

19 March 2010

BERLIN: Trading conditions appear to be improving in the German advertising market, figures from Nielsen Media Research have shown.

According to the company's estimates, expenditure levels in the country rose by 4.7% in the first two months of this year on an annual basis, to €3.2 billion ($4.4bn; £2.9bn).

Television registered a 13.1% increase in revenues, to €1.3bn, with the web up by 15.6%, to €262.4m, consumer magazines by 0.8%, to €507.4m, and cinema by 81.1%, to €9m.

By contrast, newspapers were down by 4.1%, to €773.2m, with radio sliding by 8%, to €170.8m, and outdoor by just 0.7%, to €112.9m.

Media-Saturn, the retail group, was one of the biggest spenders during January and February, with an outlay of €83m overall.

However, Aldi, the discounter, cut its budget back by 5.4% over the same period, to €29m, as did Lidl, down by an even more substantial 29%, to €15m.

Data sourced from Horizon; additional content by Warc staff