Prognos media reports: Television's advertising market power has reached its zenith
Gloomy forecasts for the television market in German-speaking countries: according to a study by Mediareports and Prognos, net advertising sales will fall by 3.5 percent in Germany and 3 percent in Switzerland in 2009. Austria promises to remain stable. According to the report, the 2007 level will probably not be reached again until 2012.
According to the new "Television 2012" study by Mediareports and Prognos, television has reached its developmental peak in German-speaking countries. Viewing times have declined, especially among young age groups, and advertising revenues are set to collapse. The study also assumes that even if the television market recovers after the crisis, it will no longer hold the same dominant position.
A central problem is that urgently needed investments in innovative projects are being made only hesitantly or not at all due to the loss of revenue. According to the report, television must remain innovative despite the crisis, otherwise online competition will become overwhelming. However, television broadcasters are too hesitant when it comes to HDTV, IPTV and pay TV. Despite the rapid digitization of transmission channels, television has not yet been able to establish its own multimedia platform.
For 2009, the report forecasts falling net advertising sales in Germany (minus 3.5 percent) and Switzerland (minus 3 percent). The even greater weakness of newspaper advertising could also lead to television becoming the leading advertising medium in Germany in 2011. For Austria, the overall trend is less dramatic. The report assumes that television advertising will not return to the level of 2007 in absolute figures until 2012.
Prognos: The design of plausible future scenarios
The studies by Mediareports Prognos are published annually and cover the television, radio, online media and newspaper segments, among others. Each report evaluates sector-specific developments in the three countries Germany, Austria and Switzerland over a five-year period and attempts to create a plausible future scenario. The studies are intended to help decision-makers and analysts identify opportunities and risks in the media and communications markets at an early stage.
The studies are based on extensive research and market observations in the media and communications markets. The publisher of the Mediareports Prognos studies is Dr. Josef Trappel; editorial responsibility lies with Daniel Hürst Verlag in Freiburg im Breisgau. The reports are in their seventh year and are produced in cooperation with the Basel-based research institute Prognos,
A central problem is that urgently needed investments in innovative projects are being made only hesitantly or not at all due to the loss of revenue. According to the report, television must remain innovative despite the crisis, otherwise online competition will become overwhelming. However, television broadcasters are too hesitant when it comes to HDTV, IPTV and pay TV. Despite the rapid digitization of transmission channels, television has not yet been able to establish its own multimedia platform.
For 2009, the report forecasts falling net advertising sales in Germany (minus 3.5 percent) and Switzerland (minus 3 percent). The even greater weakness of newspaper advertising could also lead to television becoming the leading advertising medium in Germany in 2011. For Austria, the overall trend is less dramatic. The report assumes that television advertising will not return to the level of 2007 in absolute figures until 2012.
Prognos: The design of plausible future scenarios
The studies by Mediareports Prognos are published annually and cover the television, radio, online media and newspaper segments, among others. Each report evaluates sector-specific developments in the three countries Germany, Austria and Switzerland over a five-year period and attempts to create a plausible future scenario. The studies are intended to help decision-makers and analysts identify opportunities and risks in the media and communications markets at an early stage.
The studies are based on extensive research and market observations in the media and communications markets. The publisher of the Mediareports Prognos studies is Dr. Josef Trappel; editorial responsibility lies with Daniel Hürst Verlag in Freiburg im Breisgau. The reports are in their seventh year and are produced in cooperation with the Basel-based research institute Prognos,
