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Advertising November 2012

  • Nielsen data related to advertising spending in Italy for the first eleven-month period 2012 have been published.

The advertising spending in Italy is unable to restrain its decrease: this is what emerges from the survey conducted by Nielsen for the period January – November 2012. The reduction of the advertising spending in Italy amount to -23% during the month of November. The cumulative variation of the period which goes from January to November 2012 compared to the previous same period in 2011 is -14%.

During 2012, in the period which goes from January to November, television decreases by -15,3%, radio decreases by -10,2% and press decreases by -17,3%. There are positive results for thematic and digital TV channels. The worst result is given by cinema which decreases by -24,9% in comparison to the previous period, followed by magazines (-17,8%) and direct mail (-17,2%).

Outdoor, Transit and Out of Home TV follow the general trend with a decrease respectively of -13,3%, -11% and -9,2%.

On the other hand, Internet confirms its growth, even if it is more restrained than the one of the first six months of 2012. There is an increase of +7,1%

The survey continues and analyze the advertising spending per market areas: the only one which has a positive trend is Tourism/Travels with an increase of +8,3%. The market areas that show a huge reduction of their advertising budget are food, automotive, telecommunications and clothing.

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