Advertising industry: market innovations Germany

This indicator measures the share of companies that extend the range of the industry by introducing new products. In 2022, about three percent of all companies came up with innovations. In 2018 the defintion of of innovation was changed and is therefore, not comparable to prior years.

Share of companies with market innovations among all companies in the advertising industry in Germany from 2008 to 2022

Characteristic	Share of companies with market innovations
2022	3%
2021	1%
2020	7%
2019	11%
2018*	9%
2017	4%
2016	18%
2015	2%
2014	6%
2013	5%
2012	4%
2011	4%
2010	11%
2009	7%
2008	20%

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Release date

January 2024

More information

Region

Germany

Survey time period

2008 to 2022

Special properties

companies with at least five staff members

Supplementary notes

* In the reporting year 2018 the definition of innovation was changed to the revised Oslo Manual of OECD and Eurostat and is no longer comparable with the definition of previous years. Process innovations now also include innovations in the area of organization and marketing. In addition, the components of the individual innovation types have been re-specified, in particular to better reflect the role of digitization for innovations.

The German Innovation Survey is conducted on behalf of the 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 aims to include all companies in Germany with at least five employees. The definition is in accordance with the international standards of OECD and Eurostat. Every two years, the innovation survey is part of the 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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