The advertising and market research sector in Germany has shown fluctuating trends. Turnover saw significant growth in 2013 by 12.1%, followed by a decline in 2014 by 5.28%. The sector experienced modest growth from 2015 to 2017, notably peaking in 2017 by 9.07%. A sharp decline occurred in 2018 by 17.41%, continued by decreases in 2019 and a substantial drop in 2020 at 23.24%. Recovery began from 2021, showing a 26.18% increase, with a steady rise reflected in the 2023 value of 5.69 Billion Euros, showcasing a 6.4% year-on-year increase.
The Compound Annual Growth Rate (CAGR) from 2018 to 2023 shows a positive trend at 3.14%. Future projections for 2024 to 2028 indicate a steady rise with a CAGR of 1.06%, suggesting moderate growth, reaching 6.09 Billion Euros by 2028.
Future trends to watch for include the digital transformation in advertising, the increasing role of data analytics and AI in market research, and potential economic influences on advertising budgets. Emphasis on sustainability and ethical consumerism may also drive new strategies in both sectors.
