The production in the advertising and market research sector in Germany fluctuated between 2013 and 2023, standing at 19.81 billion euros in 2023. The sector saw strong growth at 10.62% in 2019 but faced a sharp decline of 14.65% in 2020, primarily due to the pandemic. It recovered modestly with 6.41% in 2022 and 4.62% in 2023. Over the last five years, the sector had an average annual growth rate (CAGR) of 1.51%.
Looking ahead, the forecast from 2024 to 2028 indicates steady growth with a projected 5-year CAGR of 1.14%, aiming to bring the sector to 21.28 billion euros by 2028. This suggests moderate, yet stable industry expansion.
Future trends to watch for:
- Increased digitalization and the role of AI in advertising
- Growing importance of data analytics in market research
- The potential resurgence of traditional advertising channels
