Nielsen data relating advertising in Italy update in December 2010 have been published. The 2010 marks a positive results regarding the italian advertising market.
With a total expenditure of about 8,6 billion Euro the gap between 2009 is about + 3,8 %. In December 2010 investments in national advertising recorded a difference of more +3,8 % .
Considering the only national advertising, the increase over last year is about + 4,7 % and + 3,8 % counting also local advertising and other types noticed.
Internet ( +20,1%) , cinema (+ 12,2 %) , direct mail ( +10,3%) , radio ( + 7,7 %) and tv (+ 6,0%) are media that showed the most highly changes compared to 2009. 2010 was characterized by a strong growth in advertising of consumer and retail business.
Tv, considering both broadcast channels transmitted on air and satellite channels ( brands like Sky and Fox), closes the 2010 with a positive score of about + 6,0 % compared to 2009. In particular, satellite Tv marked a positive trend thanks to the Football World Cup which has been transmitted between June and July . Press records a decrease of – 4,3% mainly caused by the decrease of advertising on magazines and on the free press, while newspapers, regarding national ads, close up from previous year.
Also in the 2010 Internet media most brilliant result and closing with + 20,1 % but even cinema ( + 12,2 % ) and direct mail ( + 10,3 % ) marked positive trends.
In the top ten sector regarding advertising expense, telecommunication is the only slightly lower (-1,1%) . Positive changes for all other with double – digit peaks for food and beverage ( + 10,4 %) , retail ( + 13, 6 % ) and personal care ( + 14,0 %) . During the year important changes have been observed in the media mix in some areas very relevant for the advertising world. In particular, clothing companies decreased the expense on magazines ( - 4,3%)and on Outdoor Display ( -12,1 %), especially in the year in which fashion has become the first trade for magazines thanks to his growth of +13,2 over 2009. The automotive trade registered a strong decline of the expense on newspapers (-12,7%) and on magazines (-12,0%) balance by increased spending on the internet (+16,5%) and TV (+7,6%) with a strong impact of satellite television.
In conclusion, always in Internet is important to underline the growth of advertising from companies in media and publishing area ( + 44,5%) that thanks of this growth become the first channel bypassing the finance / insurance sector.