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Advertising June 2011

  • June 2011 Nielsen data on advertising in Italy have been published.

June 2011 is characterized, again, by a decline in advertising spending compared to 2010; the only positive data are concerned with Internet, and out of home tv.

In the first six months of the year Nielsen data show a total advertising expenditure of more than 4,5 billion euro, with a contraction of 4,2% compared with 2010. Internet, again, is the only media that recorded an important growth rates (+14,1%), with more than 300 million euro in advertising spending; also the out home tv shows a positive trend (+ 6,2%).

Television shows a slowdown of 4,7%, considering Sky, Fox and digital broadcasters; the only exceptions are the advertising expenditures of satellite broadcasters and of those transmitted on digital terrestrial. Also all the other media (press, radio, cinema, direct mail, out door, transit and cards) record negative trends compared with the last year. The worse situation involves free/pay press, achieving -49,9% compared with 2010.

The decrease in the value of advertising in these first 6 months of the year is explained by the decline in advertising spending in the most important sectors, with a decrease between -9% and -20%. Positive data are recorded in automotive (+2,8%), media/press (+2,2%), personal care products (+10,1%) and  pharmaceutical/health (+11,7%).

Despite the growth of spending hoped at the beginning of the year for the second semester of 2011, fluctuation on the financial market during the summer have led OECD and the Monetary Fund to revise downward the estimates of GDP, compromising the growth of the Advertising Market for the next months.

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