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Advertising January-March 2013

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

On the first three month period of 2013 advertising spending is falling compared to the same period in 2012, with a decrease by -18,9%. The most relevant data concern Outdoor (+8,4%) and Internet (+2,1%). March 2013 ended with a -22,4% compared to March 2012, with this datum the quarter is even more negative.

Nielsen analyzed data on the first three month of 2013, recording a total advertising spending in Italy for almost 1,6 billion euros, with a decrease by -18,9% compared to 2012.

Many media denote a negative growth.

Out of home tv reports a variation of -31,9%. Then we can find Newspapers (-26,1%), Magazines (-22,3%) and Direct Mail (-20,8%). A less reduction is registered by Cinema (-19,9), Radio (-19,2%), TV (-19,1%) and Transit (-3,7%). Media that show a growth in terms of advertising spending are Outdoor (+8,4%) and Internet (+2,1%).

About investment sectors, information technology/photography area is the only positive datum (+65%), all other sectors are negative.

The largest decrease is registered by toys and school supplies market (-54,2%), industry/construction (-47,6%), cars (-30,4%) and media/publishing (-30,4%).

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