The first nine months of 2013 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -14,6%. The month of September closes at -5,8% if compared to September 2012. Alberto Dal Sasso of Nielsen says that July-September trend is about -6%, which is certainly positive compared to the first quarter of 2013 (-18,7%) and second (15,6%).
In January – September all media show a negative growth:
Periodicals show a variation of -24,3% and it is the medium which is mostly affected by this contraction. Then we can find Cinema and Newspapers, down respectively of -23,8% and -21,5%, Direct Mail (-14,4%) and Television (-13,1%). A smaller reduction is the one of Radio (-12,1%), Out of Home TV (-9,5%) and Transit (-6,8%). Internet (-2,6%) and Outdoor (-2,4%) have a limited decrease.
Concerning with the area of investment, Information Technology and Photography continue their growth (+37,1%) while the others are under a negative sign. The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -18,7%, -24,6% and -5,7%. The largest decrease was marked by games / school supplies (-40,6%).
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