Between 2013 and 2023, the number of persons employed in advertising and market research in Germany gradually declined from 253,000 to 241,000, a decrease of approximately 4.74%. The observed year-on-year variations were predominantly negative, with slight positive fluctuations in 2016 and 2020. Over the last five years (2019-2023), the compound annual growth rate (CAGR) was approximately -0.33%, indicating a consistent downward trend.

Future trends forecast a continued, though decelerating, decline into 2028, with a projected 5-year CAGR of -0.08%. Employment figures are expected to stabilize around 240,000 persons from 2026 onward, signifying a potential plateau.

Future trends to watch for include:

The impact of digital transformation and automation on employment within the industry.
The rise of new marketing channels and technologies influencing workforce needs.
The potential economic recovery or downturns affecting advertising budgets and market research demand.