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Advertising Italy October 2013

  • Nielsen data about advertising spending in Italy for the period January-October 2013 have been published

The first ten months of 2013 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -13,7%. The month of October closes at -7,7% if compared to October 2012. Alberto Dal Sasso of Nielsen says that it is confirmed the trend of reduction of the gap for the seventh consecutive month (the first 9 months of 2013 had recorded a -14,6%).

In January – October period all media show a negative growth:

Periodicals show a variation of -24,4% and it is the medium which is mostly affected by this contraction. Then we can find Cinema and Newspapers, down respectively of -23,4% and -20,7%, Direct Mail (-15,1%), Television (-11,8%) and Radio (-11,8%). A smaller reduction is the one of Out of Home TV (-6,3%) and Transit (-5,8%). Outdoor (-3,5%) and Internet (-2,4%) and have a limited decrease.

Concerning with the area of investment, Information Technology and Photography continue their growth (+23,3%) 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 -16,2%, -22,7% and -6,5%. The largest decrease was marked by games / school supplies (-34,1%).

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