DMV-ifo Marketing Barometer September 2022

More pessimistic self-assessment of the marketing industry in September

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.

The business climate in the German marketing industry fell in September by 2.4 points to an index value of 83.7 points. At the same time, however, the ifo Business Climate Index, the benchmark for the German economy as a whole, fell more sharply by 4.3 points to an index value of 84.3 points. Furthermore, marketing business expectations are currently at their lowest level since May 2020. The surveyed marketeers assess business expectations in September to be 2.2 points worse than in the previous month at 78.6 points. The assessment of the current business situation also fell by a similar amount, dropping by 2.7 points in September to an index value of 89.2 points.Likewise, the assessment of the number of employees as well as turnover expectations declined in September, while the assessment of the order backlog rose slightly and price expectations increased significantly. The marketing industry expects a neutral development of the number of employees with 1.6 (-15.1) points on average. The assessment of turnover expectations, which has also fallen, is now only in slightly positive territory at 6.3 (-3.1) points. The assessment of the order backlog developed in the opposite direction, rising slightly to a still negative balance of -3.2 (+2.5) points. In the inflationary environment, the balance of price expectations continues to rise significantly to a new high of 47.4 (+8.7) points.

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

Link to past evaluations.