Advertising: revenue share of innovations Germany

The term market innovation refers to products, that were newly introduced by companies. Imitated innovations are products that had already been offered by other companies by the time they were introduced to the market. In 2021, market innovations had a revenue share of roughly 0.2 percent whereas imitated innovations had a share of around 9.1 percent. According to the source, the definition of innovations was changed in 2018 and is thus, not comparable to prior years.

Total revenue share of market innovations and imitated innovations in the advertising industry in Germany from 2008 to 2021

Characteristic	Market innovations	Imitated innovations
2021	0.2%	9.1%
2020	2.4%	14.5%
2019	1%	6.4%
2018	1.1%	8.9%
2017	0.6%	7.4%
2016	1.2%	4.5%
2015	0.6%	7.3%
2014	0.6%	7.7%
2013	0.8%	5.5%
2012	0.5%	6.2%
2011	0.4%	6.6%
2010	2.5%	8.2%
2009	0.9%	5%
2008	1.2%	10.7%

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Release date

January 2023

More information

Region

Germany

Survey time period

2008 to 2021

Special properties

companies with at least five staff members

Supplementary notes

With the 2018 reporting year, the definition of innovations was adapted to the revised Oslo Manual of the OECD and Eurostat and is no longer comparable with the definition of previous years. Process innovations now also include organization and marketing. In addition, the components of the individual innovation types have been re-specified, in particular to better reflect the role of digitalization for innovations.

The German Innovation Survey is conducted on behalf of the German Federal Ministry of Education and Research (BMBF) by the Centre for European Economic Research (ZEW, Mannheim) in cooperation with infas (Institute for Applied Social Science) and the Fraunhofer Institute for Systems and Innovation Research (ISI). The survey targets all companies in Germany with at least 5 employees. The definitions and measurement concepts correspond to the international standards of OECD and Eurostat. Every two years, the innovation survey is part of the Europe-wide Community Innovation Survey (CIS) coordinated by Eurostat. All values are extrapolated to the population of companies with 5 or more employees in Germany. A total of almost 16,400 companies participated in the Innovation Survey 2022 (= 54% of the sample size), including 241 from advertising.

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