European Advertising

Business Climate Index

Q4/2015

Q1/2016

#AdIndex2016

About

• Quarterly survey across EU answered by around advertising and market

research companies from Europe

Provides information about:

• managers’ assessment of their business situation Q4/2015 & forecast for

Q1/2016

• past and future challenges in companies’ turnover

• Expected employment and revenue levels

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

* Ireland, Finland, Luxembourg and Hungary do not provide data

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)

• Three-option ordinal answer scale:

• Results calculated on the basis of:

“increase” (+), “remain unchanged” (=), “decrease” (-)

% of positive answers – % of negative answers

Advertising Business Confidence Index

January 2016

Lowest Highest

Austria: 11

Belgium: -4

Bulgaria: 26

Czech Republic: 8

Denmark: 19

Germany: 24

Estonia: -6

Greece: -14

Spain: 18

France: -2

Croatia: 29

Cyprus: 0

Italy: 18

Latvia: 5

Lithuania: 21

Malta: 62

Netherlands: 12

Poland: 4

Portugal: -3

Romania: 28

Slovenia: 32

Slovakia: 9

Sweden: 13

United Kingdom: 9,2

The colour codes for each country are based on January 2016 values of the Advertising Business Confidence Index. The lowest

value (Greece, -14) is highlighted in red and the highest value (Malta, +62) in 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 absolutely 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

October 2015

Lowest Highest

Austria: 12

Belgium: -2

Bulgaria: 12

Czech Republic: -1

Denmark: 21

Germany: 31

Estonia: -4

Greece: -25

Spain: 11

France: -8

Croatia: 13

Cyprus: 6

Italy: 13

Latvia: 4

Lithuania: 27

Malta: 8

Netherlands: 8

Poland: 5

Portugal: 0

Romania: 24

Slovenia: 20

Slovakia: 6

Sweden: 12

United Kingdom: -10,7

The colour codes for each country are based on October 2015 values of the Advertising Business Confidence Index. The lowest

value (Greece, -25) is highlighted in red and the highest value (Germany, +31) in 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 absolutely 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.