TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET SEGMENTATION I 11
MARKET SEGMENTATION II 12
FIVE FORCES ANALYSIS 13
Summary 13
Buyer power 14
Supplier power 15
New entrants 16
Substitutes 17
Rivalry 18
LEADING COMPANIES 19
Aegis Group Plc 19
Media Consulta 23
Omnicom Group Inc. 24
MARKET FORECASTS 28
Market value forecast 28
MACROECONOMIC INDICATORS 29
APPENDIX 31
Methodology 31
Industry associations 32
Related Datamonitor research 32
Disclaimer 33
ABOUT DATAMONITOR 34
Premium Reports 34
Summary Reports 34
Datamonitor consulting 34

LIST OF TABLES
Table 1: Germany advertising industry value: $ million, 2005–09 10
Table 2: Germany advertising industry segmentation I:% share, by value, 2009 11
Table 3: Germany advertising industry segmentation II: % share, by value, 2009 12
Table 4: Aegis Group Plc: key facts 19
Table 5: Aegis Group Plc: key financials ($) 20
Table 6: Aegis Group Plc: key financials (£) 20
Table 7: Aegis Group Plc: key financial ratios 21
Table 8: Media Consulta: key facts 23
Table 9: Omnicom Group Inc.: key facts 24
Table 10: Omnicom Group Inc.: key financials ($) 25
Table 11: Omnicom Group Inc.: key financial ratios 26
Table 12: Germany advertising industry value forecast: $ million, 2009–14 28
Table 13: Germany size of population (million), 2005–09 29
Table 14: Germany gdp (constant 2000 prices, $ billion), 2005–09 29
Table 15: Germany gdp (current prices, $ billion), 2005–09 29
Table 16: Germany inflation, 2005–09 30
Table 17: Germany consumer price index (absolute), 2005–09 30
Table 18: Germany exchange rate, 2005–09 30

LIST OF FIGURES
Figure 1: Germany advertising industry value: $ million, 2005–09 10
Figure 2: Germany advertising industry segmentation I:% share, by value, 2009 11
Figure 3: Germany advertising industry segmentation II: % share, by value, 2009 12
Figure 4: Forces driving competition in the advertising industry in Germany, 2009 13
Figure 5: Drivers of buyer power in the advertising industry in Germany, 2009 14
Figure 6: Drivers of supplier power in the advertising industry in Germany, 2009 15
Figure 7: Factors influencing the likelihood of new entrants in the advertising industry in Germany, 2009 16
Figure 8: Factors influencing the threat of substitutes in the advertising industry in Germany, 2009 17
Figure 9: Drivers of degree of rivalry in the advertising industry in Germany, 2009 18
Figure 10: Aegis Group Plc: revenues & profitability 21
Figure 11: Aegis Group Plc: assets & liabilities 22
Figure 12: Omnicom Group Inc.: revenues & profitability 26
Figure 13: Omnicom Group Inc.: assets & liabilities 27
Figure 14: Germany advertising industry value forecast: $ million, 2009–14 28