The first eleven months of 2013 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -13%. The month of November closes at -7,2% if compared to November 2012. Alberto Dal Sasso of Nielsen states, however, that we are approaching the forecast of -12,5% for the end of the year.
In January – November period all media show a negative growth:
Cinema shows a variation of -24,7% and it is the medium which is mostly affected by this contraction. Then we can find Periodicals and Newspapers, down respectively of -24,2% and -20%, Direct Mail (-13,9%), Television (-11%) and Radio (-9,5%). A smaller reduction is the one of Out of Home TV (-5,6%) and Transit (-5,7%). Outdoor (-4,2%) and Internet (-2,3%) and have a limited decrease.
Concerning with the area of investment, Information Technology and Photography usually with a positive sign, showed a decrease (-0,2%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -15,4%, -20,3% and -7,6%. The largest decrease was marked by spare time (-25,5%).
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