DMV-ifo Marketing Barometer February 2022

Better self-assessment of the marketing industry in February

In the current February survey of the DMV-ifo Marketing Barometer, almost all the indicators measured are on the rise. After a negative development at the end of the previous year, the mood of the marketing industry improved noticeably in February. This seems to have stopped a negative trend for the time being.

The business climate index of the German marketing industry amounts to 91.1 points in February and is thus 2.2 points above the January value. By comparison, the ifo business climate index, which is an assessment of the economy as a whole, rose by a slightly stronger 2.9 points to an index value of 98.9 points. The current business situation, the only indicator surveyed, does not increase in February and remains almost unchanged at 87.2 (-0.1) points. The business expectations of the marketeers increase even more significantly by 4.6 points to an index value of 95.2 points.

The remaining indicators also increase, in some cases sharply, in the current survey. For example, the assessment of the current order backlog increases on balance to -11.6 (+9.2) points. The assessment of the number of employees rises even more strongly, increasing to a balance of 22.8 (+14.8) points in February. The previous month's difference is highest for sales expectations. These jump significantly to a balance of 31.2 (+20.3) points. Lastly, price expectations continue to increase, albeit only slightly, to a balance of 37.9 (+2.9) points.

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

Link to past evaluations.