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Advertising January 2011

  • Nielsen data relating advertising in Italy updated in January 2011 have been published.

Nielsen data relating advertising in Italy updated in January 2011 have been published. Advertising  shows a stable trend in the first month.

With a total expenditure about 562.8 million Euro the fluctuation between January 2010 is about -0.1%.This result is given by the TV trend, which grows only +1.6%, after the good result of the last year and the lasting difficulties for the press.

The media that have recorded the higher gaps between January 2010 are Internet (+13.9%), direct mail (+11.6%) and radio (+0.3%).

TV, in regarding both broadcast and satellite (brand as Sky and Fox), has recorded a growth of +1.6% due to the brilliant results of channels broadcasted exclusively on digital TV. Overall press records  a  strong decrease due to  advertising contraction on magazines (-5.4%), free press (59.1%) and newspapers (-4.2%) .

Also in the 2011 internet is the media that records the most brilliant result closing with + 13.9 % but have been also recorded positive changes in direct mail (+11.6%).

Analyzing  the top ten markets in advertising expensive, telecommunications (-7.4%) and finance (-19.4%)  recorded a decrease,  while automotive (+8.9%) and food (+1.5%) have still the strongest investments. Positive changes with double-digits peaks for beverage / alcoholic drinks (+61.2%) and informatics (+86.9%). As regards the free broadcasters available on digital TV, food and beverage become the strongest investor bypassing toys and school supplies, which was the first investor in January 2010.

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