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.
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.