Advertising in Germany

Introduction

Advertising in Germany industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value 2006-10, and forecast to 2015). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the Germany advertising market. Includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

Highlights

*The advertising industry consists of agencies providing advertising including display advertising services. The industry value reflects income of the agencies from such services. Any currency conversions used in the creation of this report have been calculated using constant 2010 annual average exchange rates.

*The German advertising industry had total revenue of $3,250 million in 2010, representing a compound annual rate of change (CARC) of -0.2% between 2006 and 2010.

*The Media & Telecommunication segment was the industry's most lucrative in 2010, with total revenue of $518.5 million, equivalent to 16% of the industry's overall value.

*The performance of the industry is forecast to accelerate, with an anticipated compound annual growth rate (CAGR) of 2.3% for the five-year period 2010 - 2015, which is expected to drive the industry to a value of $3,636.5 million by the end of 2015.

Features

Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the advertising market in Germany

Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the advertising market in Germany

Leading company profiles reveal details of key advertising market players’ global operations and financial performance

Add weight to presentations and pitches by understanding the future growth prospects of the Germany advertising market with five year forecasts

Macroeconomic indicators provide insight into general trends within the Germany economy

Key Questions Answered

What was the size of the Germany advertising market by value in 2010?

What will be the size of the Germany advertising market in 2015?

What factors are affecting the strength of competition in the Germany advertising market?

How has the market performed over the last five years?

Who are the top competitiors in Germany's advertising market?
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TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET SEGMENTATION I 11
MARKET SEGMENTATION II 12
FIVE FORCES ANALYSIS 13
Summary 13
Buyer power 14
Supplier power 15
New entrants 16
Substitutes 17
Rivalry 18
LEADING COMPANIES 19
Euro RSCG Worldwide 19
WPP Group plc 20
Omnicom Group Inc. 25
MARKET FORECASTS 29
Market value forecast 29
MACROECONOMIC INDICATORS 30
APPENDIX 32
Methodology 32
Industry associations 33
Related Datamonitor research 33
Disclaimer 34
ABOUT DATAMONITOR 35
Premium Reports 35
Summary Reports 35
Datamonitor consulting 35

LIST OF TABLES
Table 1: Germany advertising industry value: $ million, 2006–10 10
Table 2: Germany advertising industry segmentation I:% share, by value, 2010 11
Table 3: Germany advertising industry segmentation II: % share, by value, 2010 12
Table 4: Euro RSCG Worldwide: key facts 19
Table 5: WPP Group plc: key facts 20
Table 6: WPP Group plc: key financials ($) 23
Table 7: WPP Group plc: key financials (£) 23
Table 8: WPP Group plc: key financial ratios 23
Table 9: Omnicom Group Inc.: key facts 25
Table 10: Omnicom Group Inc.: key financials ($) 27
Table 11: Omnicom Group Inc.: key financial ratios 27
Table 12: Germany advertising industry value forecast: $ million, 2010–15 29
Table 13: Germany size of population (million), 2006–10 30
Table 14: Germany gdp (constant 2000 prices, $ billion), 2006–10 30
Table 15: Germany gdp (current prices, $ billion), 2006–10 30
Table 16: Germany inflation, 2006–10 31
Table 17: Germany consumer price index (absolute), 2006–10 31
Table 18: Germany exchange rate, 2006–10 31

LIST OF FIGURES
Figure 1: Germany advertising industry value: $ million, 2006–10 10
Figure 2: Germany advertising industry segmentation I:% share, by value, 2010 11
Figure 3: Germany advertising industry segmentation II: % share, by value, 2010 12
Figure 4: Forces driving competition in the advertising industry in Germany, 2010 13
Figure 5: Drivers of buyer power in the advertising industry in Germany, 2010 14
Figure 6: Drivers of supplier power in the advertising industry in Germany, 2010 15
Figure 7: Factors influencing the likelihood of new entrants in the advertising industry in Germany, 2010 16
Figure 8: Factors influencing the threat of substitutes in the advertising industry in Germany, 2010 17
Figure 9: Drivers of degree of rivalry in the advertising industry in Germany, 2010 18
Figure 10: WPP Group plc: revenues & profitability 24
Figure 11: WPP Group plc: assets & liabilities 24
Figure 12: Omnicom Group Inc.: revenues & profitability 28
Figure 13: Omnicom Group Inc.: assets & liabilities 28
Figure 14: Germany advertising industry value forecast: $ million, 2010–15 29


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