VAUNET spring forecast: Advertising in audio and audiovisual media set to grow again in 2024 in Germany

For 2024, VAUNET (German Media Association) anticipates a 6.1 per cent increase in total advertising revenue in Germany’s audio and audiovisual media, up from €5.89 billion to €6.25 billion, after a 4 per cent decline in 2023. VAUNET presented these figures today in its annual spring forecast for the development of the audio and audiovisual advertising segments, which was published in connection with the annual conference of the ZAW German Advertising Federation. The advertising market for audio and audiovisual media has experienced significant volatility since the onset of the coronavirus crisis four years ago. Net advertising revenue, which declined at the pandemic’s start in 2020, rebounded to slightly above pre-crisis levels in 2021. However, it then weakened slightly in 2022 following the start of the war in Ukraine, before decreasing again in 2023 amid widespread economic challenges, dropping 4 per cent from €6.13 billion to €5.89 billion.

Claus Grewenig, Chairman of the Board at VAUNET: “Volatile trends of revenue from audio and audiovisual advertising in recent years show the influence of various external factors on the advertising market – a market that forms the core foundation for financing commercial media services. In these politically uncertain times rife with disinformation, commercial media serve as reliable information sources and play a crucial role in protecting democracy. They therefore require particular attention from all areas of politics that have a direct and indirect impact on their financing.”

Frank Giersberg, Managing Director at VAUNET: “Radio, television and streaming services are reaching the majority of the population in Germany every day. At the same time, high reach not only gives audio and audiovisual media a particular social relevance, but it also results in high significance for the advertising industry. Since the start of commercial broadcasting in Germany, the audiovisual media industry has developed into an important economic driver over the last forty years. To maintain this, it’s crucial to secure fair competitive conditions for audio and audiovisual media companies towards public broadcasters and global tech giants.”