Die Werbewirtschaft in Deutschland erwirtschaftete 48 Mrd. Euro in 2019, dies bedeutet einen Spitzenwert im langjährigen Vergleich. Die im Gesamtwert enthaltenen Investitionen in Werbung erzielten 34,9 Mrd. Euro, die Nettodaten nach neuer ZAW-Nettosystematik verbuchten 25 Mrd. Euro. 900.000 Beschäftigte waren in der Werbewirtschaft tätig. In 2020 wird es aufgrund der Corona-Pandemie und ihrer Folgen allerdings einen veränderten Werbemarkt geben. Der ZAW und seine Mitglieder mahnen daher ein Belastungsmoratorium von Seiten der Politik an.
Das Werbejahr 2019: Gesamtmarkt und BIP
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Das Werbejahr 2019: Gesamtmarkt und BIP
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