Ad revs bouncing back in Germany

Net TV ad sales should increase 4% this year to $4.6 bil

COLOGNE, Germany -- German commercial nets are optimistic 2010 will see an end to declining ad revenues. Net TV ad sales should increase 4% this year to €3.52 billion ($4.6 billion), the German commercial broadcasters association (VPRT) estimates.

The VPRT is forecasting across-the-board growth, expecting pay TV revenues in Germany to grow 5.4%, or around €60 million to about €1.16 billion ($1.5 billion) and Teleshopping sales to jump 10% to €1.65 billion ($2.1 billion).

Even with the recovery, ad revenues will remain far off their peak of a few years back. In 2007 and 2008, net advertising revenue in Germany was well over $5 billion.

"We seem to have recovered from the cyclical crisis but structural problems remain in the German media market," said VPRT president Jurgen Doetz, pointing to German pubwebs, which last year received more than $12 billion in TV taxes.
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