The German advertising market is now looking extremely weak, according to an analysis of ACNielsen data by ABN Amro. The broker says that its previous forecast growth of 0.7% is now too high and is instead predicting a decline of 0.2% for the full year.
The worst hit sectors will be outdoor and newspapers and ABN now expects all but outdoor to show negative growth. The deterioration in adspend comes largely from the technology and telecoms sectors, as is the case elsewhere worldwide. However, food and finance are also taking a dip, deepening the decline.
| German advertising forecasts change (%) |
| |
Old 2001F |
New 2001F |
Downgrade |
| Television |
0.5 |
-2.2 |
-2.7 |
| Newspapers |
0.0 |
-4.0 |
-4.0 |
| Magazines |
1.0 |
-0.4 |
-1.4 |
| Radio |
2.0 |
-0.5 |
-2.5 |
| Outdoor |
8.0 |
1.7 |
-6.3 |
| Total |
0.7 |
-2.0 |
-2.7 |
| |
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|
|
| Source: ABN Amro estimates |
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