HAMBURG: Advertising expenditure levels increased by 8.3% in Germany in the first quarter of this year, according to Nielsen Media Research.

The company estimated that total advertising revenues in the country reached €5.5bn ($7.4bn; £4.8bn) during the opening three months of 2010.

Ludger Wibbelt, Nielsen's managing director in Germany, said this was partly due to favourable comparisons with the same period in 2009.

More positively, he suggested that it also reflected "a slight brightening in the economic situation and the general mood."

By medium, TV ad sales rose 16.4% to €2.4bn, while newspapers and consumers magazines both posted gains of under 1% to €1.3bn and €800m in turn.

Online display saw growth of 17.1% to €438m, outdoor was up by 7.5% to €196m and cinema generated an expansion of 62% to €15m.

Radio was the only form of major media to experience a contraction in Q1 2010, down by 1.4% year-on-year to €301m.

Data sourced from Nielsen Media Research; additional content by Warc staff