Government solicited more. Focus advertising balance: “Almost 90 million euros gross additional expenditure comes from the area of public institutions”.
The advertising year 2020 was clearly in decline. In total, there was gross advertising revenue of EUR 5.85 billion, a year-on-year decrease of 5.6 percent. Classic advertising recorded a minus of 4.5 percent (4.2 billion euros), the “Below-The-Line” sector fell by eight percent to 1.65 billion euros, according to the one published on Wednesday Focus advertising balance.
Both sponsoring (minus 8.6 percent) and direct marketing activities (minus 7.0 percent) fell significantly. In contrast, radio (plus 9.1 percent) and online (plus 7.6 percent) increased significantly.
Auto industry with a large advertising minus
The government and public sector campaigns put an “intense advertising emphasis”. “Almost 90 million euros gross additional expenditure comes from the area of public institutions”, it says in the advertising balance. Spending on domestic tourism has also increased significantly, with the additional expenditure amounting to over EUR 18 million. On the other hand, there is the automotive industry with a minus of 58 million euros in the area of classic advertising.
As in the past, the strongest advertisers in the Corona year were the large trade organizations. Once again led by the Rewe group (Billa, Merkur, Penny, Adeg, Bipa) with a gross volume (classic & direct marketing) of over 200 million euros. This corresponds to an increase of over nine percent. Spar was able to grow even more and thus again took second place in the ranking. The Lutz Group ranks third. “It is also noticeable that with Procter & Gamble only one branded company appears in the top 10 list,” says the advertising balance.
According to experts, the advertising market will develop cautiously positive in 2021. While the advertising companies are forecasting a plus of 1.1 percent, the agency landscape see a plus of 7.6 percent. Cumulatively, this means growth of 2.7 percent.
