DMV-ifo Marketing Barometer January 2022

Mood in the marketing industry hardly changes in January 2022

After the self-assessment of the German marketing industry deteriorated significantly in the last three months of last year, the three main indicators of the DMV-ifo Marketing Barometer remain at a similar level in January 2022 compared to the previous month. Despite the tense pandemic situation, the assessment has therefore not deteriorated further for the time being.

German marketeers assess the current business climate in January at an index value of 88.8 points and thus almost unchanged by 0.3 points higher than in December. The ifo Business Climate Index as a benchmark for the German economy as a whole rose only slightly more by 0.9 points to 95.7 points. The self-assessment of the business situation rose somewhat more than the assessment of the marketing business climate, but still only minimally. In the current month, this is 1.0 point higher at an index value of 87.1 points. Only business expectations fell slightly by 0.4 points and are thus almost unchanged at 90.5 points.

The other indicators of the DMV-ifo Marketing Barometer change somewhat more strongly, but in different directions. The German marketeers' assessment of the order backlog in January deteriorated slightly to a balance of -22.8 (-5.9) points. The decline in sales expectations is even more pronounced. In the current month, these are estimated at a balance of 11.8 (-18.7) points. On the other hand, the assessment of the number of persons employed has increased to 7.6 (+2.8) points and price expectations have risen slightly to 34.9 (+1.4) points.
 

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

Link to past evaluations.