Net advertising revenues in the German TV market rose by 4% to €4.29 billion in 2014 with TV remaining the most important advertising platform, reaching a 27.99% share (2013: 26.86%).
The figures published by German commercial broadcaster association VPRT are based on the advertising statistics compiled by ZAW, the association of the German advertising industry.
For 2015, VPRT is forecasting further growth of 2-3% for TV advertising to around €4.4 billion. This does not include net advertising revenues generated with in-stream video advertising which, according to VPRT surveys, amounted to around €250 million in 2014 and is expected by the association to increase by 25-30% to over €300 million in 2015.
In total, VPRT forecasts growth of around 4% for video advertising (TV and video streaming) in 2015 resulting in total net revenues of around €4.7 billion.
Net advertising revenues in the radio industry reached €738 million last year, 1.1% less than 2013. The share of the advertising market held by radio advertising amounted to 4.8% in 2014 (2013: 4.86%). VPRT expects radio advertising revenues to decline by around 1% in 2015. However, growth of between 20 and 25% is forecast for in-stream audio advertising to reach a total of around €10 million, so that a generally stable performance is expected in the audio advertising segment (radio and audio streaming).
“Audiovisual media offers benefit for the advertising industry in terms of high coverage, impact and efficiency,” said Frank Giersberg, member of the managing board and responsible for market and business development at VPRT. “We therefore expect revenues to continue rising over the next few years and market shares to increase. In the case of the entire electronic media sector, we are assuming that its share of the advertising market will in fact climb to over 50%.”
