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.