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...