BERLIN: Adspend levels are rising in Germany, with the internet primarily responsible for driving this trend, new figures show.

Research firm Nielsen reported that ad expenditure in the country, in ratecard terms, rose by a modest 0.4% year on year during May, to €2.2bn overall.

This constituted a considerable slowdown on the 5.4% uptick recorded in April, and partly resulted from the softening in demand witnessed by TV.

More positively, total revenues for January to May stood at a combined €10.2bn, a 3.9% improvement when measured against the same period in 2010.

Television yielded a 0.8% increase across the opening five months of this year, reaching €4.3bn, and newspapers logged a 0.6% lift, at €2.1bn.

Consumer magazines posted a 4.2% leap, hitting €1.5bn, while online display sales climbed by 26.3%, achieving €1.1bn.

Data sourced from Horizon; additional content by Warc staff