DMV-ifo Marketing Barometer December 2021

Mood in the marketing industry on the decline

For the second month in a row, the self-assessment of the German marketing industry deteriorated significantly in the December survey of the DMV-ifo Marketing Barometer. After the industry had seemingly overcome the Corona crisis in the summer, the current situation and short-term future forecasts are now noticeably deteriorating again at the end of the year.

The current business climate is estimated by the German Marketeers in December to an index value of 88.5 points and thus 4.1 points worse than in the previous month. The comparable value for the German economy as a whole declined less significantly. The ifo Business Climate Index decreased comparatively less, by 1.9 points to 94.7 points. The assessment of the current business situation also worsened, to 86.1 points in December - a deterioration of 4.2 points compared with the previous month. The negative development is also reflected in the business expectations index, which is estimated to have dropped by 4.1 points to 91.0 points in the current month.

With the exception of price expectations, all other indicators of the DMV-ifo Marketing Barometer deteriorated in December. The assessment of the order backlog decreased most significantly to a balance value of -16.4 (-10.9) points. Likewise, the assessment of the expected number of employees deteriorates to a balance of 4.6 (-6.3) points. The balance of sales expectations in December also declined to 31.2 (-6.0) points. Only price expectations rose slightly in the inflationary environment to a balance of 33.6 (+0.8) points - a five-year high.

 

The complete analysis including charts can be found here. (only available in German)

Link to past evaluations.