Advertising: innovation expenditure Germany 2024

This statistic shows data on the innovation expenditure of the advertising industry in Germany from 2008 to 2022 and estimates for 2023 and 2024. The term innovation expenditure refers to the expenditure on research and development as well as innovation-relevant spending on fixed immaterial assets, education, marketing, conception, construction, design and production and distribution preparation. In 2024, the innovation expenditure of the advertising sector amounted to 419 million euros but this is expected to drop to 370 in 2022.

Innovation expenditure of the advertising industry in Germany from 2008 to 2024 (in million euros)

Characteristic	Innovation expenditure in million euros
2024²	340
2023²	430
2022	450
2021	410
2020	320
2019	670
2018¹	680
2017	460
2016	400
2015	240
2014	180
2013	320
2012	230
2011	180
2010	250
2009	270
2008	480

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Release date

January 2024

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Region

Germany

Survey time period

2008 to 2024

Special properties

companies with a minimum of five employees

Supplementary notes

¹ From 2018, the definitions and measuring concepts correspond with the international standards of OECD and Eurostat. Every other year, the innovation survey is part of the European Community Innovation Survey (CIS) coordinated by Eurostat. All figures were projected to the population of companies with a minimum of five employees in Germany. More than 16,400 companies took part in the 2018 innovation survey (= 54 percent of random sample), 285 of which belonged to the consulting and advertising sector.

² The numbers for the years 2023 and 2024 are forecasts.

According to the source, the German innovation survey is carried out on behalf of the German department of education (Bundesministerium für Bildung und Forschung). It is conducted by the Centre for European Economic Research (ZEW, Mannheim), which has cooperated with infas (Institute for Applied Social Sciences) and the Fraunhofer Institute for Systems and Innovation Research (ISI) since 1993. The survey takes into account all companies in Germany with a minimum of at least five employees whose economic focus lies in the relevant sector.

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