BERLIN: Adspend levels rose by over 9% in Germany in the first half of this year, with most forms of main media benefitting as a result.

Nielsen, the research firm, estimated that advertising expenditure in the country climbed by 9.4%, to €11.5bn ($14.6bn; £9.6bn), in H1 2010, including an uptick of 8.5% in Q1 and 10.3% in Q2.

"This improvement is based on the weak half-year figures recorded in 2009, and on improving economic and consumer sentiment in 2010," Ludger Wibbelt, Nielsen's managing director, said.

"Current agency surveys also confirm this positive trend."

The World Cup in South Africa was a primary driver of this development, with brands aiming to "ambush" the event's official sponsors delivering a considerable outlay during the competition.

Another major growth area was cosmetics targeted at men, where budgets increased by 44.7% year-on-year as firms like Unilever, L'Oréal, Nivea and Henkel fought to attract male shoppers.

Overall, television revenues surged by 15% to €4.9bn, while online expanded by 27.7% to €998m.

Radio ad sales jumped by 4.3% to €653m, with outdoor returns rising 8% to €457m.

Cinema and consumer magazines both experienced revenue growth, increasing by 19.8% to €31m, and by 2.6% to €1.7bn, respectively.

But other media suffered, with newspaper advertising, excluding classifieds, posting a decline of 0.9% to €2.6bn.

Data sourced from Nielsen; additional content by Warc staff