DMV-ifo Marketing Barometer February 2021

Constant climate and worsening current situation, but optimistic outlook in the marketing industry.

The German marketing industry's assessment of the business climate in February 2021 is almost unchanged from the previous three months. Compared to January, however, the assessment of the current business situation has worsened significantly, while at the same time business expectations are assessed much more optimistically.

The DMV-ifo Marketing Barometer measures the current business climate in the marketing industry in February with an index value of 81.2 points, a negligible 0.1 points below the January value. Relative to the pre-crisis level, the business climate indicator thus remains largely unchanged at a low level since November 2020. In comparison, the Ifo Business Climate Index improved by 2.1 points to 92.4 points, widening the gap between the marketing sector and the German economy as a whole to 11.2 points. The current business situation of German marketers deteriorates significantly by 5.8 points compared to January to an index value of 75.6 points and thus loses more than the gains of the previous month. On the other hand, the business expectations of the marketing industry in February improve again significantly by 6.0 points to 87.2 points after a slight decline in January. The remaining indicators are also changing in different directions. The assessment of the order backlog deteriorated to a balance value of -32.9 (-5.5) points in a month-on-month comparison. German marketers also expect the employment rate to decline slightly in the short term to -13.1 (-1.7) points. On the other hand, both sales and price expectations are improving. With a balance of 2.2 (+7.5) points, the German marketing industry expects sales to remain more or less unchanged, while a slight majority with a balance of 7.1 (+1.1) points continues to anticipate rising prices in the coming three months.

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

Link to past evaluations.