The first two months of 2014 is marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -4,3%. The month of February closes at -5,2% if compared to February 2013. Alberto Dal Sasso of Nielsen points out that these data interrupt the positive trend of approaching "zero" recorded in previous months.
In fact analyzing the period January-February 2014 you can see how some media show a negative sign of growth:
Transit shows a variation of -22,8% and it is the medium which is mostly affected by this contraction. Then we can find Outdoor (-21%), Out of Home (-16,4%), Newspaper (-16,3%), Periodical (-14,7%) and Cinema (-10,8%). A smaller reduction is the one of Direct mail (-9,6%) and Internet (-6,3%).
Other media instead mark a positive figure then it does hope for a recovery in investment for 2014: Radio (+7,5%) e TV (+0,2%).
Concerning with the area of investment, Gaming / School Products showed the best increase (+32,5%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -3,9%, +0,7% and -23,4%. The largest decrease was marked by Drinks / Alcohol (-29,3%).
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