DMV-ifo Marketing Barometer November 2020

Majority of marketing indicators decline at the beginning of the second lockdown.

At the same time as the intensified measures to combat the corona pandemic have begun since the beginning of November, the majority of indicators in the DMV-ifo Marketing Barometer once again show a much worse picture of the German marketing sector. While the three main indicators were much less volatile in recent months and had mostly improved, this trend is clearly stopped in November.


The marketing business climate index deteriorated by 3.5 points to 81.6 points in November, after rising to a provisional high (after the shock in March and April) of 85.1 points in October. The marketing sector is thus reacting somewhat more strongly to the new framework conditions than the German economy as a whole: in comparison, the ifo business climate index falls slightly less sharply to 90.7 (-1.8) points. The business expectations of the marketing sector deteriorated even more clearly in a month-on-month comparison, falling by 8.0 points to an index value of 82.0 points. The only positive development was in the assessment of the current business situation, which improved only slightly by 0.6 points to 81.2 points. In November, all remaining indicators, with the exception of the assessment of the order backlog, deteriorate compared to the previous month. The order backlog increases in November to a balance of -28.4 (+4.9) points. On the other hand, the assessment of the number of persons employed worsened to -7.2 (-19.6) points, as did sales expectations, which on balance fell to -9.2 (21.1) points. Price expectations developed only slightly negatively to an almost neutral balance of 2.1 (-2.7) points.

 

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

Link to past evaluations.

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