he German Advertising Industry Association ZAW (Zentralverband der deutschen Werbewirtschaft) expects the national advertising market to develop positively with ad revenues increasing by approx. 2% compared with 2015. Due to the stable economy, the perception of the current situation by the communication trade, media, agencies and advertisers is more positive than it has been for the last 5 years.
The results for 2015 published by ZAW state a total volume of the commercial communication trade in Germany of 44.8 billion euros (+0.7%). The investments in ad spendings increased by + 0.7% to 25.45 billion Euro. Two thirds (15.21 billion) were spent for the 12 media channels researched by ZAW. The biggest increase compared with 2014 was measured for online and mobile (+ 6%), Out of Home (+ 8.5%) and Cinema (+ 18%), whereas consumer magazines and newspaper showed a decrease of approx. -10% resp. – 6.6%.
The total volume of the commercial communication trade in 2015 corresponds to 1.48% of the gross domestic product.