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International: Advertising returns to Europe’s biggest market

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International: Advertising returns to Europe’s biggest market

Advertising revenue in Germany increased in 2003 for the first time in three years. Gross ad revenues for the country’s traditional media (print, TV, radio, poster and online) were up by 3.3%, reaching € 17.2 billion.

Ad revenue in the print sector rose from € 8.0 in 2002 to € 8.3 billion in 2003, for a gain of 3.7%. Magazine advertising, which was down by 9.7% in 2002, continually recovered throughout the following 12 months – with an exceptionally strong fourth quarter. The German Association of Magazine Publishers, VDZ, said they expect this growth to continue through 2004 and beyond.

Already this year, gross national ad spend is up more than €530m between January and June 2004, according to figures released by Nielsen Media Research. Consumer magazines took €1.9bn – up 5.1% – during this time.

The past 12 months has seen the overall market grow "more stable", said Ludger Vornhusen, managing director of Nielsen Media Research. "However, many traditional brand advertisers are still holding back."

Gruner + Jahr remained the leader in the German market, with ad revenues of € 619 million and a market share of 16.4%, € 88 million more than second-placed Burda with € 531 million (14.1%). Springer posted the third largest revenues with € 478 million (12.7%).

Source: FIPP


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