BERLIN (dpa-AFX) – According to a forecast, the energy crisis and inflation will have a significant impact on the advertising industry in the first half of 2023. The President of the Central Association of the German Advertising Industry (ZAW), Andreas Schubert, said: “The first half of 2023 will be difficult in view of the budget cuts that have already been announced, also because the general economic situation remains tense.” The association expects things to ease in the second half of the year – provided the geopolitical situation and the economy improve.
According to an autumn trend survey for the fourth quarter of 2022 and the beginning of 2023, a smaller proportion of the ZAW members involved expect insolvencies.
According to preliminary results, in 2022 the market volume of the advertising industry reached the pre-Corona crisis level again for the first time at 48.66 billion euros (2019: 48.33 billion euros). However, the gap within the advertising industry is strong – winners are large digital platforms with digital advertising. Schubert told the dpa: “We see the plus in 2022 with mixed feelings, because the international mega platforms essentially benefit from the growth.” Apart from digital advertising and isolated exceptions, other advertising media achieved poorer results than in 2021. Apart from online advertising, no segment has reached the pre-crisis level./rin/DP/jha