The innovator rate of this industry refers to the share of companies that successfully completed at least one product innovation within the preceding three years. At that, it is irrelevant whether or not another company already introduced this innovation. In 2022, the advertising industry in Germany had an innovator rate of roughly 55.8 percent.
Innovator rate of the advertising industry in Germany from 2008 to 2022
* With the 2018 reporting year, the definition of innovations was adapted to the revised Oslo Manual of the OECD and Eurostat and is no longer comparable with the definition of previous years. Process innovations now also include organization and marketing. In addition, the components of the individual innovation types have been re-specified, in particular to better reflect the role of digitalization for innovations.
The German Innovation Survey is conducted on behalf of the German Federal Ministry of Education and Research (BMBF) by the Centre for European Economic Research (ZEW, Mannheim) in cooperation with infas (Institute for Applied Social Science) and the Fraunhofer Institute for Systems and Innovation Research (ISI).
The survey targets all companies in Germany with at least 5 employees. The definitions and measurement concepts correspond to the international standards of OECD and Eurostat. Every two years, the innovation survey is part of the Europe-wide Community Innovation Survey (CIS) coordinated by Eurostat. All values are extrapolated to the population of companies with 5 or more employees in Germany. A total of almost 16,400 companies participated in the Innovation Survey 2022 (= 54% of the sample size), including 241 from advertising.
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ZEW. (January 18, 2024). Innovator rate of the advertising industry in Germany from 2008 to 2022 [Graph]. In Statista. Retrieved October 02, 2024, from https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/
ZEW. "Innovator rate of the advertising industry in Germany from 2008 to 2022." Chart. January 18, 2024. Statista. Accessed October 02, 2024. https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/
ZEW. (2024). Innovator rate of the advertising industry in Germany from 2008 to 2022. Statista. Statista Inc.. Accessed: October 02, 2024. https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/
ZEW. "Innovator Rate of The Advertising Industry in Germany from 2008 to 2022." Statista, Statista Inc., 18 Jan 2024, https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/
ZEW, Innovator rate of the advertising industry in Germany from 2008 to 2022 Statista, https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/ (last visited October 02, 2024)
Innovator rate of the advertising industry in Germany from 2008 to 2022 [Graph], ZEW, January 18, 2024. [Online]. Available: https://www.statista.com/statistics/450054/advertising-industry-innovator-rate-germany/