The first eight months of 2013 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -15,7%. The month of August closes at -11% if compared to August 2012. The gap looks reduced in comparison to the data related to the same period of the last year even if during August 2013 we cannot see a particular upturn after July 2013 which ended in a positive way. Alberto Dal Sasso of Nielsen says that the month of August only affects the 3% of the total annual spending.
All media show a negative growth.
Cinema shows a variation of -27,7% and it is the medium which is mostly affected by this contraction. Then we can find Periodicals and Newspapers, down respectively of -24% and -22,4%, Direct Mail (-16,7%) and Television (-14,6%) which showed a slight increase for the investment of the month of July 2013. A smaller reduction is the one of Radio (-12,6%), Out of Home TV (-12.1%) and Transit (-8.7%). Internet (-3%) and Outdoor (-2.2%) have a limited decrease.
Concerning with the area of investment, Information Technology and Photography continue their growth (+40,4%) while the others are under a negative sign. The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -20,6%, -25,6% and -6% but for the month of August show signs of improvement because the increased their investments on the month.
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