DMV-ifo Marketing Barometer July 2020

Mixed performance of the marketing sector in July.

The survey of the German marketing industry in July 2020 reveals a differentiated picture of the sectors current situation and the short-term future of the industry. After all three most important indicators of the DMV-ifo Marketing Barometer had improved significantly in the previous month of June, only the assessment of the business climate and business expectations continue this trend. However, the current business situation is again estimated to be slightly worse than in the previous month.

Compared to June, the Marketing Business Climate Index rose by 4.6 points to 82.6 points. This indicator thus continues the recovery from the low in April, albeit less markedly than in the two previous months. This development is also reflected in the ifo Business Climate Index for the German economy as a whole, which increased by 4.2 points to 90.5 points. The business expectations of the German marketing sector improved even more strongly by 11.5 points to 93.0 points. This means that the industry no longer expects such good business prospects as they have since January 2020. Only the assessment of the current business situation opposes the general trend towards recovery and, with an index value of 73.4, is estimated to be 1.2 points worse than in the previous month. While the three indicators mentioned had thus moved almost identically since the beginning of the year, a more differentiated picture of the marketing sector is thus emerging for the first time. These different developments are also reflected in the other indicators surveyed. While the assessment of the marketing companies' order backlog has dropped to a balance value of -42.5 (-1.8) and thus remains far from the single-digit negative pre-crisis level, the sales expectations on balance have risen slightly to -6.7 (+1.7) points. The assessment of the number of employees in the German marketing sector is even more encouraging, with the balance of 0.1 (+10.7) points back in positive territory for the first time since February 2020. Finally, the price expectations of the German marketers continue their changeable course and rise again by the approximate amount that the value lost last month to 5.3 (+8.4) points.

 

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

Link to past evaluations.

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