Advertising industry: innovation intensity Germany

The term innovation intensity refers to the innovation expenditure share of all companies in the total revenue of the industry. In 2022, the innovation intensity of the German advertising industry was 1.3 percent, a slight increase from the year before. However, according to the source, there was a change in the definition of innovation in 2018. Therefore, the score of 2018 is not comparable to prior years.

Innovation intensity of the advertising industry in Germany from 2008 to 2022

Characteristic	Innovation intensity
2022	1.3%
2021	1.5%
2020	1.3%
2019	2.4%
2018*	2.5%
2017	1.7%
2016	1.5%
2015	0.9%
2014	0.7%
2013	1.4%
2012	1%
2011	0.8%
2010	1.3%
2009	1.4%
2008	2.2%

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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

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.

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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