European Advertising
Business Climate Index
Q1/Q2 2017
#AdIndex2017
ABOUT
• Quarterly survey of European advertising and market research
companies
• Provides information about:
•
managers’ assessment of their business situation Q1/2017 &
forecast for Q2/2017
•
past and future challenges in companies’ turnover
•
Anticipated employment and revenue levels
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Regions featured in the Index
• Western Europe: Austria, Belgium, France, Germany, Netherlands and
United Kingdom
• Central/Eastern Europe: Bulgaria, Croatia, Czech Republic, Estonia,
Lithuania, Latvia, Poland, Romania, Slovakia and Slovenia
• Mediterranean Europe: Cyprus, Greece, Italy, Malta, Spain and Portugal
• Northern Europe: Denmark and Sweden
• Advertising Business Confidence Index specific slides for UK, Germany,
France, Italy, Poland and Sweden are available at the end of the report.
• Ireland, Finland, Luxembourg and Hungary do not provide data
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METHODOLOGY
• Survey carried out nationally by governments, central banks, trade
bodies, research institutes, etc.
• Questionnaire and common timeline harmonised by the European
Commission (DG ECOFIN)
• Nominal EU services sample size exceeds 43,000 units (companies) for
the entire services sector
“increase” (+), “remain unchanged” (=), “decrease” (-)
% of positive answers – % of negative answers
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Advertising Business Confidence Index
20
18
16
14
12
10
8
6
4
2
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
0
#AdIndex2017
Advertising Business Confidence Index
April 2017
Austria: 20
Belgium: 7
Bulgaria: 16
Czech Republic: 19
Denmark: 33
Germany: 39
Estonia: 14
Greece: -15
Spain: 22
France: -6
Croatia: 41
Cyprus: 13
Lowest

Italy: -4
Latvia: 3
Lithuania: 18
Malta: 5
Netherlands: 17
Poland: 5
Portugal: 9
Romania: 23
Slovenia: 14
Slovakia: 3
Sweden: 10
United Kingdom: 10.1
Highest
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The colour codes for each country are based on April 2017 values of the Advertising Business Confidence Index. The lowest value (Greece, -15) is
highlighted in red and the highest value (Germany, +39) in dark green, while all others are marked with different shades that lie within the
spectrum. The colour coding for a specific month is indicative of that country’s position relative to the others. It is not an indication of the absolute
confidence level in that country and may change across the EU depending on the highest and the lowest values, meaning that the same value
may have a different colour code each month.
Advertising Business Confidence Index
January 2017
Austria: 14
Belgium: 24
Bulgaria: 12
Czech Republic: 27
Denmark: 24
Germany: 48
Estonia: 6
Greece: -47
Spain: 25
France: -8
Croatia: 36
Cyprus: 21
Lowest

Italy: 1
Latvia: 12
Lithuania: 14
Malta: -15
Netherlands: 7
Poland: 3
Portugal: 0
Romania: 12
Slovenia: 14
Slovakia: 6
Sweden: 33
United Kingdom: 38.7
Highest
#AdIndex2017
The colour codes for each country are based on January 2017 values of the Advertising Business Confidence Index. The lowest value (Greece, -47)
is highlighted in red and the highest value (Germany, +48) in dark green, while all others are marked with different shades that lie within the
spectrum. The colour coding for a specific month is indicative of that country’s position relative to the others. It is not an indication of the absolute
confidence level in that country and may change across the EU depending on the highest and the lowest values, meaning that the same value
may have a different colour code each month.
Business development over the past 3 months
How has your business situation developed over the past 3 months?
14
12
10
8
6
4
2
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
#AdIndex2017
Evolution of demand for advertising services over
the past 3 months
How has your demand (turnover) for your company’s services changed over the past 3 months?
30
25
20
15
10
5
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
#AdIndex2017
Expectation of advertising demand
over the next 3 months
How do you expect demand for your company’s services to change over the next 3 months?
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
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Demand expectation vs demand evolution
30
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Evolution
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
Expectation
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Expectations of advertising demand over
the next 3 months
40
35
30
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
-5
Western Europe
Central/Eastern Europe
Mediterranean Europe
Northern Europe
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Evolution of employment over the past 3
months
How has your company’s total employment changed over the past 3 months?
16
14
12
10
8
6
4
2
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
-2
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Expectation of employment over the next
3 months
How do you expect your company’s employment to change over the next 3 months?
30
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
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Employment expectation vs employment
evolution
30
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Evolution
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
Expectation
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Expectation of employment over the next
3 months
30
25
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
-5
-10
Western Europe
Central/Eastern Europe
Mediterranean Europe
Northern Europe
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Expectation of selling prices over the next
3 months
How do you expect prices to change over the next 3 months?
12
10
8
6
4
2
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
-2
#AdIndex2017
Expectation of selling prices over the next
3 months
20
15
10
5
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
-5
-10
-15
Western Europe
Central/Eastern Europe
Mediterranean Europe
Northern Europe
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Factors limiting the business
60
None
50
Demand
40
Labour forces
30
Equipment and/or
Space
20
Financial
10
Other
0
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
Q2/17
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Advertising Business Confidence Index
Country-specific
graphs
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Advertising Business Confidence Index
UK
50
40
30
20
10
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
-10
-20
-30
-40
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Advertising Business Confidence Index
Germany
60
50
40
30
20
10
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
#AdIndex2017
Advertising Business Confidence Index
France
10
5
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
-5
-10
-15
-20
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Advertising Business Confidence Index
Italy
40
30
20
10
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
-10
-20
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Advertising Business Confidence Index
Poland
6
5
4
3
2
1
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
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Advertising Business Confidence Index
Sweden
35
30
25
20
15
10
5
0
Q1/15
Q2/15
Q3/15
Q4/15
Q1/16
Q2/16
Q3/16
Q4/16
Q1/17
#AdIndex2017
Advertising Business Confidence Index
For further information, please contact:
Stevan Randjelovic
European Affairs Manager
Tel: + 32 2 740 0713
E- mail: [email protected]
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