MEDIAREPUBLIK > BIG PICTURE > ADVERTISING MARKET DATA 2021
With almost 38 billion euros gross sales and a plus 6.6.% against 2020, the German advertising market in 2021 has fully recovered from the first pandemic year. Looking at the performance by media, the only exceptions have been direct mailing (minus 9.3%), radio (minus 0.7%) and consumer magazines (minus 0.7%), but these media are affected by long term structural changes.
37.9 billions
eur GROSS ADVERTISING SALES 2021
+6.6%
2021
VS 2020
35.5 billions
+12.7%
TV
EUR gross advertising sales
Television has been the 2021 winner.
Television recorded the most significant increase against 2020: +12.7%. Although the shift from linear to non-linear consumption is accelerating among the under-50, TV did not lose relevancy.
Many new advertising clients came to promote apps, digital services (think: Deliveroo), B2B solutions (think: Workday), while the wide adoption of smart TVs is shaping a new addressable ads market that looks promising.
Gross advertising sales 2021 VS 2020 TOTAL
Source: Nielsen Germany
Gross advertising sales 2021 – SPLIT BY MEDIA
Source: Nielsen Germany
Gross advertising sales 2021 VS 2020 by media
Source: Nielsen Germany
Gross advertising sales YEAR 2021, 2020
Values in thousand euros
| Category | 2020 | 2021 |
| TV | 16096983 | 18134727 |
| NEWSPAPERS | 5171718 | 5306209 |
| ONLINE | 4395516 | 4680092 |
| GENERAL MAGAZINES | 2910526 | 2890535 |
| DIRECT MAILING | 2744287 | 2489174 |
| OUT OF HOME | 2298687 | 2484237 |
| RADIO | 1939294 | 1926021 |
| CINEMA | 40459 | 44102 |
The comeback of cinemas.
German cinemas benefited from the reopening of theatres in autumn and winter when hits such as “James Bond” and “Spider-Man” came to the theatres. The plus 9% vs 2020 makes hope for a better 2022.
% INCREASE YOY 2021 VS 2020 BY MEDIA
Source: Nielsen Germany
Please note that the Nielsen figures are gross sales. Discounts, exchange deals and self-promotions do not show here: the estimates relate to the official price lists.
Top advertisers and categories.
Procter & Gamble increased its advertising spend for the entire year by 36.9% year-on-year to €1.833 billion. Ferrero increased even more, by 52.4%. Overall, the ten largest advertisers achieved an increase of 6.6 per cent compared to 2020.
The product category with the highest increase was the baby care category: +105%, followed by software with +90.7%. Cars have been affected by supply chain issues, influencing advertising spending.
Top ten industries in terms of gross advertising investment 2021
| Product group | YTD – in 1.000 € | % change vs 2020 |
| Food retail | 2.626.861 | +6,1 |
| Pharmaceuticals | 1.753.381 | +6,1 |
| Corporate advertising | 1.748.379 | +9,8 |
| Retail-WB Range- | 1.578.069 | +11,3 |
| OOnline services | 1.367.645 | +2,4 |
| Car | 1.109.315 | -22,7 |
| Confectionery | 1.061.188 | +26,4 |
| Furniture + furnishings | 1.047.680 | +2,6 |
| Insurance | 745.708 | -7,5 |
Source: Nielsen Germany
go deeper
Nielsen Germany Advertising Trends: datasets.
WUV “Procter & Gamble ist erneut größter Werbungtreibender” (DEU) (FREE) (Procter & Gamble is once again the largest advertiser)
Weekly
Media Digest
NEWSLETTER
News and numbers, carefully selected.
Read online the past issues of the Weekly Media Digest newsletter.
Upgrade to premium to get it delivered to your inbox.
🗞️ MEDIA Digest
14 january 2022
- In this issue: RTL plans for 2022 ● BILD and scientists make peace ● Google News Showcase takes action to comply with the German Competition Authority ● ProsiebenSat.1 launches a new full-service agency.
