The value added of advertising and market research in Germany has shown fluctuations over the past decade. In 2023, it stood at €13.55 billion, reflecting a year-on-year growth of 3.27%. Historically, the sector experienced notable variations: a significant drop of 11.35% in 2020 followed by a recovery trend in subsequent years, closing with a 1.68% CAGR over the last five years leading up to 2023.
Looking ahead, forecasted data from 2024 to 2028 indicate a steady growth trajectory, with a projected CAGR of 0.69%. This suggests moderate but consistent expansion in the value added to the advertising and market research sector.
Future trends to watch for include:
- Increased digital advertising expenditure.
- Advancements in data analytics driving more efficient market research.
- Adoption of AI and machine learning in ad targeting and customer insights.
- Potential disruptions from economic fluctuations or regulatory changes.
