MARKETOVERVIEW

 
Germany

General Information

Demographics
Land area
356 674
  km2
Total population
81 802 257
Households
40 188 000
   
 
Economics
GDP
2 498 800
   Millions EUR
GDP per capita
30 547
  EUR
PPS
2 377 855
   Millions of PPS
PPS per capita
29 068
  PPS
GDP/PPS
105.1
   %
Inflation rate 2008
3.20
   %
Inflation rate 2009
0.20
   %
Inflation rate 2010
1.20
   %
Inflation rate 2011 (forecast)
2.00
   %
Currency
Euro
   €
Exchange rate 2010 EUR/EUR
1.000
   €
Exchange rate 2009 EUR/EUR
1.000
   €
Rate 2010/2009
1.0
   %
Equipment/household

General

% of HH

Cars
82.3%
TV
88.3%
Terrestrial TV
4.0%
Cabled Households
44.2%
Satellite Households
40.1%
PC with Internet at home
75.5%
   

Radio

% of HH

Any type
n/a
Alarm clock
n/a
Car set
n/a
mp3 player/iPod
n/a
Mobile phone
43.9%

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
360
No. of stations/networks that sell advertising
249
No. of sales houses (excluding direct sales)
4
No. of sales houses that collect 80% of the radio adspend
2
Total number of spots broadcast
3 662 814
Average spot length
20.6 sec
Daily Average Listening Time
Reference Popluation
73 623 000
 
% Daily Coverage
76.90%
 %
Individual Listening Time
03:06:00
 hh:mm:ss
Listener Listening Time
04:02:00
 hh:mm:ss

 

Radio Advertising (GROSS Data)
GROSS Radio adspend (Euros)
1 380 810 000
Radio adspend in % of GDP
0.06%
Radio adspend in % of PPS
0.06%
Radio adspend per capita (Euros)
€ 16.88
Total number of advertisers
35 850
Total number of radio advertisers
5 808
Number of national radio advertisers
619
Number of local radio advertisers
5 189
Audience per Location

Listening curve 2010

Source: ma 2010 Radio I, Basis: 10+ years, Monday til Sunday, German

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Advertising Expenditures

GROSS Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV incl.   incl.   incl  
Public TV 506.4 2.3% 482.0 2.1% 519.0 2.1%
Private TV 8 618.0 38.5% 8 908.0 39.5% 10 392.0 41.7%
Total TV 9 124.4 40.8% 9 390.0 41.6% 10 911.0 43.8%
             
Sponsorship Radio incl.   incl.   incl.  
Public Radio 339.0 1.5% 370.0 1.6% 406.0 1.6%
Private Radio 950.7 4.2% 941.0 4.2% 975.0 3.9%
Total radio 1 289.7 5.8% 1311.0 5.8% 1 381.0 5.5%
             
Cinema 73.4 0.3% 72.0 0.3% 81.0 0.0%
             
Newspapers 5 249.0 23.5% 5300.0 23.5% 5 292.0 21.2%
Magazines 4 356.3 19.5% 3 439.0 15.2% 3 586.0 14.4%
Other Periodicals   0.0% 394.0 1.7% 399.0 1.6%
Total Press 9 605.3 42.9% 9 133.0 40.5% 9 277.0 37.2%
             
Outdoor/Transport 795.4 3.6% 912.0 4.0% 972.0 3.9%
             
Internet 1 483.1 6.6% 1 749.0 7.8% 2 370.0 9.5%
             
Total
 22 371.3 100.0% 22 567.0 100.0% 24 911.0 100.0%

Share of Media Expenditure - Gross 2010


Weight of 12 global actors = amount of GROSS radio spend (in EUR)
Company 2006 2007 2008 2009 2010 2010
% radio inv.=		 2010
Weight of radio in the media mix
Procter&Gamble
959 607
629 252
267 041
1 374 862
1 332 587
0.10%
0.22%
Unilever
72 742
35 454
13 073
666 709
827 444
0.06%
0.24%
Henkel
710 889
570 840
504 737
1 171 520
801 406
0.06%
0.47%
MARS
2 683 874
1 499 707
515 725
1 069 024
2 078 510
015%
3.05%
Nestlé
4 180 320
2 117 596
3 361 684
4 514 516
842 829
0.06%
1.12%
Kraft
434 977
1 404 135
654 528
1 220 164
1 526 074
0.11%
1.80%
Ferrero
1 387 855
2 430 910
4 739 118
5 119 525
5 141 761
0.37%
1.30%
Coca Cola
987 487
1 120 782
523 063
1 220 529
677 490
0.05%
0.59%
L'Oreal
194 370
0
34 541
0
1 670
0.00%
0.00%
Danone
1 953 173
3 612 497
2 177 925
2 137 010
1 607 758
0.12%
0.85%
Reckitt Benckiser
75 472
12 874
57 073
12 861
0
0.00%
0.00%
Mc Donalds
18 634 344
22 239 262
24 590 286
22 640 483
24 309 308
1.76%
14.12%

 

Comment % represented by 12 actors in the total radio spend
39 146 837
2.84%

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Market Structure

Market Structure: Players

Gross Radio Adspend 2010

Name of Station/Network

Sales House

% Audience Share

EURO (sponsorship incl)

% Market Share

AS&S Radio GmbH  AS&S Radio
49.27%
524 902 546
38.01%
RMS RMS
50.73%
835 738 561
60.53%

For a more detailed Market Structure that includes radio adspend figures from 2008 & 2009 (in Excel format) click here.

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Audience Measurement & Legal Restraints

 
Audience Measurement: Quick Facts
Institute
AG.MA
Universe
10+
People represented
73 623 000
In percentage of the total market population
90%
Methodology
CATI
Sample
66 100
Reference measurement unit (audience base)
1 hour
 
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Authorised
Max amount of advertising time per day
None
Max amount of advertising time per hour
None
Min interval between two advertising breaks
None
Max number of spots per break
None

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Price of Advertising

Peak Times
AS&S
RMS
NRJ
RCB
Peak times 7:00 - 8:00 7:00 - 8:00 Confidential 06:00 - 07:00 - 08:00 - 09:00 - 10:00 - 15:00 - 16:00 - 17:00
Percentage of inventory booked during those times 14.01% 13.77% Confidential 60%
Rate Cards
AS&S
RMS
NRJ
RCB
Publication frequency Once Once Twice Once
Publication times September September March/ July September
Rate card base - standard “time unit” 1" / 30" 1" / 30" 30" 1" / 30"

Reference Cost per Thousand Per Media

Media

Target group

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio 15+ € 2.14 100 30 " MA 2011 Radio I; German speaking 14+, BRD total, Commercial Radio total, Ø Monday-Friday, 6-18 Uhr, Prices 2011
TV € 12.80 598 30 " AGF/GfK, TV Scope, TA 1-30, D+EU, Ø 2010, Monday-Sunday. 3-3 Uhr, 14+, TV total; Prices 2010
Cinema n/a n/a 30 "  
Internet n/a n/a 1000-click  
Dailies € 12.05 563 1 A4 B&W 30*20 cm MA 2010 newspapers II; German speaking 14+, BRD total, newspapers total, Prices 2010
Magazines € 13.55 633 1 page 4-colour MA 2011 press I; German speaking 14+, BRD total, magazines total, Prices 2011

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 6.39%
February 6.12%
March 9.49%
April 8.52%
May 8.75%
June 8.31%
July 6.96%
August 6.12%
September 9.33%
October 9.63%
November 10.60%
December 9.77%

Seasonality

Month

 AS&S RMS NRJ RCB

Seasonal variations as index of average annual rate

January No seasonlity variations 60 80
February 60 90
March 90 110
April 90 95
May 80 100
June 80 80
July 60 80
August 60 80
September 90 100
October 100 100
November 120 100
December 110 95

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

 AS&S RMS NRJ RCB

Price Index 30" = 100

Less than 5 sec linear
05 sec 17
10 sec 33
15 sec 50
20 sec 67
25 sec 83
30 sec 100
35 sec 117
40 sec 133
45 sec 150
50 sec 167
55 sec 183
60 sec 200
More than 60 sec linear
Other linear

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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