German advertising spend declined by 9.8% in December last year, according to an analysis of ACNielsen data by ABN Amro. The broker had predicted a fall of 7.7%.
Radio was the hardest hit by the slowdown, declining by 19.3% for the final month of 2001; newspapers also suffered, down by 11.0%. Only magazines outperformed the broker’s forecasts: ABN predicted growth of -8.0%; the sector actually fell by 7.6%.
Outdoor, on the other hand, massively underperformed as against the forecasts. The sector fell by 1.3%, whilst ABN analysts had predicted a positive growth of 11.1%, as shown.
| German advertising growth, December 2001 |
| |
|
|
|
|
| |
Oct ’01 |
Nov ’01 |
Dec ’01 |
Dec ’01F |
| Television |
-8.6 |
-10.1 |
-9.8 |
-8.6 |
| Radio |
-7.6 |
-13.1 |
-19.3 |
-10.7 |
| Magazines |
-10.5 |
-11.2 |
-7.6 |
-8.0 |
| Newspapers |
-9.1 |
-10.3 |
-11.0 |
-8.3 |
| Outdoor |
-11.1 |
-0.4 |
-1.3 |
11.1 |
| Total |
-9.4 |
-10.2 |
-9.8 |
-7.7 |
| |
|
|
|
|
| Source: ABN Amro, 01/02/02 |
The full year 2001 showed total adspend down 7.1% in Germany. The UK, by way of comparison, dropped around 4.0% in 2001 (see UK Advertising Growth Forecasts Update).
| German advertising growth, Q4 and 2001FY |
| |
|
|
|
|
| |
Q4A |
Q4F |
2001A |
2001F |
| Television |
-9.5 |
-9.1 |
-5.2 |
-5.0 |
| Radio |
-13.0 |
-10.4 |
-10.6 |
-9.9 |
| Magazines |
-9.9 |
-10.0 |
-4.6 |
-4.6 |
| Newspapers |
-10.1 |
-9.3 |
-10.2 |
-10.0 |
| Outdoor |
-4.9 |
-2.0 |
-0.9 |
-0.1 |
| Total |
-9.8 |
-9.3 |
-7.1 |
-7.0 |
| |
|
|
|
|
| Source: ABN Amro, 01/02/02 |
