德国电视广告行业市场前景及投资研究报告-可编辑培训课件.pptx

INDUSTRIESMARKETSTVadvertisinginGermany

CHAPTER01Marketoverview

AdvertisingspendinginGermanyfrom2014to2023(inbillionU.S.dollars)AdspendinginGermany20142829.2229.393025201510526.1726.2726.0125.9816.6416.1815.8302014201520162017201820192020202120222023*3/statistics/411243/advertising-investments-germanyIn2023,advertisingspendinginGermanywasprojectedtoamountto29.39billionU.S.dollars,stayingasgoodasflatcomparedtothefigurereportedayearearlier.Germanysshareintheglobaladspendstoodatroughlyfourpercentin2023.ReadmoreNote(s):Germany;2014to2022;currentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):Dentsu

DistributionofadvertisingspendinginGermanyin2023,bymediumDistributionofadspendinGermany2023,bymediumShare0%5%10%15%20%25%30%35%40%45%50%TVDailynewspapersDigital*46.1%13.7%12.1%Magazines**Out-of-home***Directmail8.8%7.1%6.9%Radio5.2%Cinema0.3%4Description:In2022,TVwasthelargestadmediuminGermany,receiving46.1percentoftotaladvertisingspending.Newspapersandinternetfollowed,with13.7percentand12.1percent,respectively.ReadmoreNote(s):Germany;*Desktopandmobile.**Consumerandtrademagazines.***Poster,ambientmedia,non-digitalretailmedia,andtransportmedia.SomeofthefigurescalculatedbySource(s):Nielsen;RMS;basedondataprovidedbythesource.Readmore

TVadvertisingrevenuesinGermanyfrom2017to2027(inbillioneuros)TVadvertisingrevenuesinGermany2017-20276.05.04.03.02.01.00.0201720182019202020212022*2023*2024*2025*2026*2027*5Description:In2023,TVadvertisingrevenuesinGermanywereestimatedat4.28billioneuros,downroughlyfourpercentcomparedtothefigurereportedfor2022.Therevenueisexpectedtodecreaseannuallyuntil2027.ReadmoreNote(s):Germany;2017to2021;includelinearTVandonlineTV;*Forecast.ReadmoreSource(s):PwC

ChangeinTVadvertisingrevenueinGermanyfrom2018to2