DMV-ifo Marketing Barometer January 2019

Marketing industry starts pessimistically into the new year

The mood in the marketing sector deteriorated significantly at the beginning of the year. With a decline of 2.8 points, the DMV-ifo business climate had to cope with the strongest loss in more than two years. This is attributable to a more pessimistic perception of business expectations (-4.5 points) and the business situation (-1.1 points).

The development in the marketing sector is thus similar to that in the German economy as a whole. The ifo business climate index for this sector fell by 1.9 points in January, losing as much as it did almost six years ago. The worsening business climate in the marketing sector is most clearly reflected in the indicator of order backlog. With a decline of 19.1 points in January, the order backlog recorded the sharpest slump since the survey began in January 2005. Most respondents are also less optimistic about the next quarter. For example, the reports regarding sales expectations show that more companies expect sales to fall again in the coming 2-3 months. The corresponding indicator of sales expectations fell by 4.1 points.

The whole evaluation you find here. (only available in German)

Link to previous evaluations.