AdIndex2016, UAPR

1. European Advertising
Business Climate Index
Q1/Q2 2016
#AdIndex2016

2. About
• Quarterly survey across EU answered by over 43000 Europeanadvertising
and market research companies
• Provides information about:
• managers’ assessment of their business situation Q1/2016 & forecast
for Q2/2016
• past and future challenges in companies’ turnover
• Anticipated employment and revenue levels
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3. 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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4. 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
• Three-option ordinal answer scale:
• Results calculated on the basis of:
“increase” (+), “remain unchanged” (=), “decrease” (-)
% of positive answers – % of negative answers
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5. #AdIndex2016

6. Advertising Business Confidence Index
April 2016
Lowest  Highest
Austria: 4
Belgium: 4
Bulgaria: 22
Czech Republic: 14
Denmark: 19
Germany: 22
Estonia: 1
Greece: -15
Spain: 15
France: 6
Croatia: 0
Cyprus: -5
Italy: 24
Latvia: 11
Lithuania: 22
Malta: 2
Netherlands: 10
Poland: 3
Portugal: 2
Romania: 13
Slovenia: 32
Slovakia: 4
Sweden: 19
United Kingdom: -15
The colour codes for each country are based on April 2016 values of the Advertising Business Confidence Index. The lowest value
(Greece and the UK, -15) is highlighted in red and the highest value (Slovenia, +32) 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.
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7. 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 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.

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20. Advertising
Business Confidence
Index
Country-specific graphs
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27. For further information, please contact:
Stevan Randjelovic
European Affairs Manager
Tel: + 32 2 740 0713
E- mail: stevan.randjelovic@eaca.eu
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