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Germany’s ad biz now third in world

Germany’s television ad market passed the $4 billion mark last year and is now the world’s third largest, according to figures released last week.

According to a 22-page report issued by the Bonn-based Central Assn. of Advertisers (ZAW), the umbrella group for the nation’s advertisers, (DM5.6 billion) $4.03 billion in commercial airtime was recorded last year, representing a 16.6% increase over the previous year.

Recovery cited

As central factors in the advertising surge, the ZAW cited the general recovery in the German economy, which led brand-name manufacturers back to the tube and the growth of niche broadcasting markets, which attracted nontraditional customers, particularly mail-order businesses, to target TV audiences.

Despite daily newspapers still bringing in nearly twice the advertising coin ($7.5 billion last year) of the television market, Germany’s combined advertising market has witnessed spectacular growth since commercial television was introduced a decade ago.

Last year it earned $37 billion, compared with $22.5 billion 10 years ago.

The ZAW, however, repeated its forecast that such high-margin growth would decline and level off in the late ’90s, but it referred to Germany as “the biggest and most significant advertising market on the European continent.”

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