In 1999 nearly 70.000 advertising campaigns were controlled in the classic media; this indicates duplication since 1980. The number of the TV-commercials has also increased strongly: in 1998 the consumer could watch 33 hours of commercial TV spots per day. The increased employment of different communication media and -means sets increased requirements on the media planning.

Apart from the establishment of an optimal media mix the integration of communicative measures becomes a big challenge, in order to counteract the increasing inflation of communicative means.