Sales of advertising in audio and audiovisual media in a recovery course
Berlin (ots) –
– The sales volume of the entire industry increased again in 2021 and 2022
– However, radio and TV advertising is still below pre-crisis levels
– The engine of growth is advertising in streaming services
For the current year 2022 VAUNET – Private Media Association is waiting
An increase in revenues in audio and audiovisual media by approximately 4.2%
a total of € 6.54 billion (2021: € 6.28 billion). What is
The TV division slightly increased sales by one percent to 4.38 billion
EUR, while sales in the radio sector remained stable at around EUR 707 million
stay. Despite the boom in the industry as a whole, sales are made on television
thus still slightly and significantly below 2019 data in the radio sector.
The driving force behind the overall positive development is advertising sales in particular
in streaming offerings, which will again hit double-digit growth this year.
VAUNET released these figures today in its spring forecast
The development of the advertising market in 2022, which was presented during the annual meeting “Plenum
advertisements “published by the Central Association of the German Advertising Industry (ZAW).
Claus Grewenig, CEO of VAUNET: “Current developments
Despite all the unknowns, we are fundamentally optimistic about the advertising market. this
private media make a significant contribution to democracy and
They provide variety and are largely refinanced by advertising.
The freedom to refinance, i.e. resignation from further restrictions
Advertising is therefore an existential question about the diversity of private media in
Frank Giersberg, managing director of VAUNET: “People spend more time
than ever with the use of audiovisual media. Accordingly, it also takes
advertising in audiovisual media is becoming increasingly important to advertisers
place value. And it makes an extremely important contribution to
Rebooting the economy after the crisis. This applies to the radio and
TV advertising and – at a lower level – for video and
In-stream audio ads ”.
Ad revenue 2021
In 2021, the TV sector recorded 8.2 percent. increase while
Advertising sales on radio dropped 0.9 percent. Advertising revenue in streaming
increased by 29.2 percent in audio and 29.8 percent in video.
In particular, the strong growth in streaming meant that in the second
2021 pandemic year, audiovisual media advertising sales as a whole
Pre-crisis level exceeded and increased by 10.7% year-on-year
the sales volume increased by 6.28 billion euros.
Mobile image advertising forecast 2022
According to VAUNET forecast, ad sales in video offerings are expected to increase until 2022.
a total of 5.74 billion euros (2021: 5.49 billion euros) in Germany
increase. This is the equivalent of an increase of around € 250 million, or 4.6
percent (2021: 12.1 percent). From this, television contributed to the growth
approx. 1.0 percent (2021: +8.2 percent) to EUR 4.38 billion (2021: 4.34 billion)
Euro). So TV advertising revenues are still slightly below
2019 pre-crisis level (4.40 billion euro). For net sales from advertising in
streaming video deals, the association expects another one in 2022
Sales increased by approximately 18 percent (2021: +29.8 percent) to approximately 1.35 billion
euros (2021: 1.15 billion euros).
Projected audio ad 2022
VAUNET forecasts advertising sales in audio services in 2022.
an increase of EUR 13 million, or approx. 1.6%, to EUR 803 million
(2021: € 791 million). For radio, VAUNET 2022 expects that
Advertising sales remained stable from the previous year, around EUR 707 million
Will. This means that the radio is still well below pre-crisis levels
2019 with an advertising turnover of EUR 784 million. For advertising in
the streaming audio offerings are forecast by the association for the current year
Net advertising sales increased approximately 15 percent (2021: +29.2 percent).
97 million euro (2021: 84 million euro).
About the VAUNET spring forecast
The VAUNET figures published today are completed by official German
ZAW advertising statistics, which are based, among other things, on annual data collected by VAUNET
Based on sales reports. VAUNET Spring Forecast for the Advertising Market 2022
based on company surveys and expert interviews.
Files to download
Publication and graphics “Audiovisual advertising in Germany 2021-2022” (https
Other VAUNET Publications
VAUNET accompanies the development of the audio and audiovisual media market
in Germany with regular publications. This year he
The association has already published an analysis of the media use VAUNET 2021 (https://www.vau.net/press
e-missions / content / media-use-2021-audio-audio-visual-media-use-steig
t-Germany) and will be published according to the available spring forecast
for the advertising market in 2022 in summer, the development of the pay TV market with
Pay TV statistics and sales forecast for all for fall
Publish Audiovisual Media Revenue Segments in 2022.
VAUNET is the leading association of private audiovisual media in Germany.
The diverse business areas of about 160 members include TV,
Radio, internet and streaming deals. The work of the association is aimed at:
convergent development of audiovisual media markets
actively involved in framework conditions at national and European level. FROM
The business association aims to obtain approval for the policy and
they are created by economic concerns of audiovisual media as well as large ones
the socio-political and cultural importance of the industry in the digital world
bring age into consciousness.
Spokesperson for Hartmut Schultz, Hartmut Schultz Kommunikation GmbH
T | +49 30 3 98 80-101, E | mailto: firstname.lastname@example.org
VAUNET – Private Media Association
Stromstrasse 1, 10555 Berlin
Rue des Deux Eglises 26, B-1000 Bruxelles – Bro Brussels
T | +49 30 3 98 80-0, F | +49 30 3 98 80-148
E | mailto: email@example.com
Further material: http://presseportal.de/pm/6895/5226202
OTS: VAUNET – Private Media Association