Revenue up 7% for Germany's MR agencies in 2011
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GERMANY— Revenue for Germany’s top research agencies increased 6.7% – or 4.4% after inflation – to €2.3bn last year, according to industry publication Context.
Growth was driven mainly by the larger agencies: GfK’s revenue was up 8.6% to €1.34bn, accounting for more than two thirds of total growth and more than half of total revenues. Nielsen also grew 5.2% to €100m but TNS Infratest, the country’s second largest agency, saw a decline of 2.2% to €225m.
Although more than a quarter of companies saw a fall in sales, the trend was more positive than negative, with 44% reporting a rise and 28% reporting flat revenue.
The number of people employed in the industry (in Germany and abroad) rose, but revenue per head was down to €125,000, compared to €134,000 last year and €150,000 five years ago.
Context’s list records expected or estimated revenues in 2011 for 142 German-owned agencies and German subsidiaries of international agencies. The comparisons between 2010 and 2011 are based only on those firms that appeared in the list in both years.
