DMV-ifo Marketing Barometer October 2022

Continuation of the negative trend in the marketing industry in the October barometer

After a slight increase in the previous month, German marketers' assessment of the current situation in the industry deteriorated somewhat in September. With the exception of the assessment of the order backlog and price expectations, all the indicators surveyed fell in comparison to the previous month.

As in the previous month, the German marketing industry's assessment of its situation in October was largely worse than last month. With the exception of employee expectations, all indicators surveyed in the latest poll of German marketers are falling.

The business climate in the marketing industry fell by 3.0 points in October to an index value of 80.6 points. This indicator is thus at its lowest level since June 2020. The ifo Business Climate Index, as a benchmark for the German economy as a whole, falls only marginally by -0.1 points and thus remains almost unchanged at an index value of 84.3 points. Compared with September, the perceived business situation in the German marketing industry falls significantly in October by 3.8 points in the index to 85.3 points. The industry's business expectations fall somewhat less sharply by 2.3 points to an index value of 76.2 points.

The other indicators of the DMV-ifo Marketing Barometer decline in the current survey with only one exception. The balance of orders on hand is assessed much more pessimistically in October at -15.0 (-11.3) points, while sales expectations fall even more sharply to a balance value of -11.1 (-16.3) points. At a still high level, the balance of price expectations declined slightly to 45.9 (-1.5) points in October. Only the assessment of the number of employees increased slightly in the October survey to an almost neutral balance of 2.2 (+1.0) points.

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

Link to past evaluations.