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Advertising Italy January 2014

  • Nielsen data about advertising spending in Italy for January 2014 have been published

The first month of 2014 is marked by advertising spending in decrease if compared to the previous year. In fact the month of January 2014 closes at -2,8% if compared to January 2013. Alberto Dal Sasso Nielsen states, however, that although the year started with a negative sign, it continues the positive trend that began in 2013

In the month of January almost all media show a negative growth:

Outdoor shows a variation of -30,2% and it is the medium which is mostly affected by this contraction. Then we can find Transit (-30,1%), Newspaper (-15,1%), Periodical (-11,8%), Out of Home (-5,7%) and Cinema (-5,6%). A smaller reduction is the one of Direct mail (-5,1%) and Internet (-4,1%). While Radio (+5,6%) and Television (+1,6%) have a positive sign.

Concerning with the area of investment, Industry/building recorded the highest positive sign (+54,2%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -8,3%, -8,1% and -10,8%. The largest decrease was marked by institutions (-36,6%).

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