German ad market set for 3% growth in 2023

An overview of advertising spend in Germany in 2023.

Advertising investment in Germany is set to grow by 3.0% year-on-year in 2023, bolstered by a sturdy linear TV market. WARC Media forecasts annual spend of €25.5bn this year, up from €24.8bn in 2022. This compares favourably with the outlook for Spain (+2.3% in 2023) and Italy (-0.5%) but is short of the growth expected in the UK (+4.2%).

It continues a pattern of modest market expansion witnessed in Germany in recent years: investment grew by 4.1% in 2022 and only 10.5% in 2021, when other large economies saw more vigorous growth in the wake of the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands