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14.1.2011 Adspend rises in Germany

Adspend levels climbed by more than 10% in Germany last year, as marketers heightened their outlay in line with the improving financial environment. Research firm The Nielsen Company reported that main media expenditure reached a record €25bn over the course of 2010, equivalent to 11% growth. Television retained its dominant position on €10.9bn, having recorded a 16.2% annual increase. Newspapers generated a 1.1% rise, registering €5.4bn, while consumer magazines enjoyed a 4.3% leap, posting €3.6bn in all. Demand for radio spots strengthened by 5.2% to €1.4bn, outdoor yielded a modest 1.3% jump to €970m, and cinema revenues expanded 12.2%, hitting €81m. Online witnessed more favourable trends still as brand owners dedicated €2.4bn to this channel, a 34.8% surge measured against 2009.

Carmakers such as BMW, Daimler and KIA all boosted their emphasis on image advertising, and apparel specialist Esprit allocated greater resources to promoting its corporate brand. But Procter & Gamble, the FMCG giant, topped the spending charts, investing €590m across 2010.

B.L. 14.1.2011