DMV-ifo Marketing Barometer March 2019

Change of mood in the marketing industry

The mood in the marketing sector improved noticeably in March. After five months of a continuous downturn, the business climate indicator for the marketing sector, with a plus of 3.0 points, recorded the strongest growth in more than two years.

This change in mood was driven by the significantly more optimistic business expectations of the respondents. After the indicator of business expectations showed the increasing pessimism among respondents in recent months, in March it surprisingly recorded one of the strongest gains since records began (+8.5 points). The decline in the indicator of the assessment of the business situation (-2.9 points), which was also strong in itself, only had a dampening effect on the positive development of the business climate in view of this gain. The positive development of the business climate in the marketing sector in March is also in line with the assessment of the business climate in the German economy as a whole.

Its ifo business climate index rose by 0.9 points in March and thus also recorded its first increase since August last year. The development also coincides with the development of the other indicators surveyed in the marketing sector. Thus, the respondents were again significantly more satisfied with their order backlog compared to the previous month (+9.9 points). They also assessed the development of the number of employees and sales in the coming months more positively once again (+1.8/+4.7 points). In addition, the indicator of price expectations also recorded growth again, having suffered its first loss since November 2018 in the previous month.

 

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

Link to previous evaluations.