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Advertising Italy May 2013

  • Nielsen data related to advertising spending in Italy for the first five-month period 2013 have been published.

On the first five month period of 2013 advertising spending is falling compared to the same period in 2012, with a decrease by -17,2% and a total advertising spending of neither 3 billion euros. May 2013 ended with a -11,6% compared to May 2012, this figure confirms the negative trend of the previous months (January -15,3%, February -17,7, March -22,7%, April -18,2%) but with a progressive improvement.

All media show a negative growth.

Magazines reports a variation of -24,4%. Then we can find Direct Mail (-23,5%), Newspapers (-23,9%) and Out of Home (-18,8%). A less reduction is registered by TV (-16,2%), Cinema (-15,5%), Radio (-14,6%), Transit (-11,1%) and Outdoor (-5,6%). Internet has a limited decrease (-0,3%)

About investment sectors, information technology/photography area is the only positive datum (+52%), all other sectors are negative.

The largest decrease is registered by toys and school supplies market (-52,4%), spare time (-30%), cars (-27,3%), industry/construction (-27,1%).

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