Online advertising continues with good growth
For Germany, the current Group M report shows one thing above all: digital media is and will remain the strongest driving force in the German advertising market. For 2019, Group M is forecasting growth in digital media spending by six percent, in the following years 2020 and 2021 by five percent each, before an annual growth of between 6 and 9.5 percent is forecast again. Overall, advertising investments in Germany will only rise slightly by 0.9 percent for 2019 and 0.6 percent for 2020, before rates of increase of around two percent are predicted again in the following years.
In addition to the digital market, out-of-home and cinema advertising in particular are proving to be important drivers for German ad spending. This area will grow by 5.7 percent in 2019 and by 3.1 percent in 2020. Linear television, on the other hand, will have to accept falling media budgets in 2019 (-0.5 percent) before a little more money will flow into this channel again in 2020 (+1 percent). For audio formats, growth rates of between one and two percent are possible over the next few years. In contrast, as expected, newspapers continued to suffer the greatest losses, but also magazines to a lesser extent: Group M is forecasting significantly lower advertising investments for both 2019 (-7 percent) and 2020 (-9 percent).