Germany, UK and Scandinavia lead ad recovery

Advertising markets in Germany, the UK and Scandinavia are improving, while the Italian and Spanish markets are set to struggle this year, according to new research from investment bank Credit Suisse.


The report suggests that fast moving consumer goods (FMCG) advertisers as well as the auto industry and telecoms advertisers are pulling back in Italy and Spain ahead of the second quarter.


“Our survey suggests Spain and Italy will weaken further in [the second quarter of 2011],” said analyst Omar Sheikh. “By contrast, Germany and the UK are more stable, and Scandinavia is accelerating.”


He expected forthcoming financial results from ProSiebenSat.1 and ITV to highlight this boost, while Italy’s Mediaset, its Spanish subsidiary Telecinco, and Antena 3 were expecting disappointing results.