Adv Spending in 2018 in Italy

The 2018 in the field of advertising investments closes with a growth of +2%. 

If We excluded Nielsen estimate on search and social network, and the OTT (Over The Top) the trend of the year is stable.

Analy zing this period, we note how some assets have undergone an increase in trend. In the first place we find Digital with +8.0%, followed by Radio with +5.5%, TV with +0.6%. The means, however, which continue to suffer a decline are Press with -7.0%, and Direct Mail -6.6%.

Regarding the percentages occupied by each medium in the investment quotas in 2018, we see TV with 45.2%, followed by Digital with 31.5%, Press with 11.8%, Radio with 5.1%, Direct Email with 3.3% and a final 3.2% which includes other medium. So we see that in 2018 three quarters of investments were concentrated on TV and Digital.

As for the investment sectors, those with the highest percentages according to Nielsen data for 2018 are Leisure +28.0%, Drinks/Alcohol +11.3%, Media/Publishing +6.5%, Distribution +2.7%, Pharmaceuticals/Healthcare +2.2% and finally Automobiles +1.9%. On the decline we find Telecommunications -7.7%, Clothing -5.9%, Foods -1.6% and Personal Care -0.5%.

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