Nielsen data have been published relating to advertising in Italy from February 2011.
After an excellent year end 2010, the Italian advertising market recorded a lackluster start in the first two months of 2011, recording a change of -2,0% over the previous year. These results are due to the strong decline in investment in television and press.
Television shows in fact a slowdown in the first two months of 2011, mainly due to lower levels of investment of major advertisers of food sectors (-7,3%), telecommunications (-8,5%) and pharmaceuticals / health ( -4,3%).
Press in general reaches -7,4%, where magazines are particularly concerned by the reduction of investments in strategic sectors such as fashion (-4,1%) and housing (-14,8%) which affected his progress taking it to -4,3% over the previous year.
In February, is recorded also a fall of the investments on cinema (-15,3%) and billboards (-24,1%) despite the good results of out of home TV (+4,0%) and cards (+1,0%) although they remain marginal even in the Italian advertising market.
Positive results come instead for other media such as radio, supported by its core automotive sector (+10,9%), that gets an increase of +1,0% over the first two months of 2010.
Internet, however, remains the most dynamic and evolving media, with a +15,5% of growth compared to 2010 due primarily to higher investment in the automotive (+13.5%), media/publishing (+15.6% ) and distribution (+211,8%).
In 2011 the advertising market also recorded a understated start looking at individual markets: the top five spender sectors, however, stands out the positive result of the automotive (+9,9%) still trying to recover from low sales performance with a good level of advertising investment, distribution (+7,6%) and industry/construction (+14,7%).
Negative results are recorded instead for food (-6,6%) as well as for the other components of consumer goods (toiletries -2,9% and house management -7,1%) with the exception of beverages/alcoholics who get a high + 13,0%. Among the top spenders lackluster performance for telecommunications (-10,9%), which in 2010 had had trouble shooting, tourism (-12,9%) and media/publishing (-1,6%).