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Advertising May 2011 in Italy

  • May 2011 is still characterized by a turn down in the advertising spending; the only positive data are concerned with Internet, TV and Out of home tv.

Compared to 2010, May 2011 is still characterized by a turn down in the advertising spending; the only positive data are concerned with Internet, TV (satellite and digital) and Out of home tv.

In the first five months of the year Nielsen data show a total advertising expenditure of more than 3,8 billion euro, with a contraction of -2,8% compared to 2010.

The only exception in this first five months of 2011 is given by the Internet that continues its growth marking a +15,6% with more than 230 million Euro in advertising spending and the Out of home that shows a positive trend (+ 1,7%).

Television, considering Sky, Fox and digital broadcasters, shows a slowdown of -2,3% ; the only exceptions are the advertising expenditures of satellite broadcasters and of those transmitted on digital channels. Also all the other media (press, radio, cinema, direct mail, outdoor, transit and cards) are recording negative trends compared with the last year.

The decrease in the value of advertising in these first 5 months of the year is explained by the decline in advertising spending in the important trades such as the food&beverage sector and telecommunications; both recorded a decrease of -9,4%. Positive data are recorded in the automotive (+6,5%), pharmaceutical/health (+11,9%) and personal care (+11%) sectors.

Despite of the total decline in the advertising value of -2,8%, the estimations for the next future are optimistic: an improvement, in fact, is expected in the second half of the year. 

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