Adblocker use remains stable in Germany in the second quarter

In the first quarter of this year, the rate was 19.92 percent. It has been moving in a corridor between 17 and 22 percent for two years. Stefan Schumacher (Gruner + Jahr e|MS), OVK Vice Chairman, says: "We expect certain wave-like fluctuations from measurement to measurement. The current development shows that the topic is still very present. We have to stay on the ball and explain to consumers that free services on the net are only possible through advertising partners. Anyone who blocks advertising is harming the websites they use, and therefore themselves." Adblocking is still a serious problem, Schumacher added.

The effects go far beyond the advertising industry: The use of adblockers jeopardizes the financing of content accessible free of charge on the Internet, and thus also access to high-quality journalistic content for all sections of the population. As a consequence, this means a loss of diversity of opinion and even the possibility of endangering jobs.

Against the backdrop of still rapidly increasing mobile Internet use, however, it is gratifying that the problem is developing significantly less relevance in the mobile sector. "Here, the adblocker rate remains in the low single digits," says Schumacher.

The latest adblocker rates

• Q2 2017: 20.44 percent
• Q1 2017: 19.92 percent
• Q4 2016: 17.04 percent
• Q3 2016: 19.11 percent
• Q2 2016: 19.43 percent
• Q1 2016: 20.09 percent
• Q4 2015: 21.52 percent
• Q3 2015: 21.16 percent

To determine the central adblocker rate, around two thirds of the OVK member houses continuously and independently collect the proportion of blocked online advertising on their offers and report this to the BVDW. The association publishes updates on the current rate at regular intervals.