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Advertising Spending Italy December 2014

  • Advertising investments in Italy updated in December 2014 divided by sector and medium according to Nielsen data

The year 2014 is marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -2,5%.

Considering the single months we see that only in June and November, compared with the same period of 2013, mark a positive data (respectively + 7,1% and + 4,6%).

Analyzing the period January-December 2014 you can see how almost all media show a negative sign of growth:

Cinema shows a variation of -18,2% and it is the medium which is mostly affected by this contraction. Then we can find Out of Home TV (-14,8%), Newspaper (-9,7%), Periodical (-6,5%), Direct Mail (-4,5%). A smaller reduction is the one of Transit (-2,5%), Radio (-1,8%) and TV (-0,5%).

Media that instead shows a limited growth are: Outdoor (+3,2%) and Internet (+2,1%).

Concerning with the area of investment, finance / insurance recorded the highest positive sign (+20,6%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a change respectively of +3,4%, -4,2% and -26,5%; The largest decrease was actually marked by TELCO.

Despite closing in negative in 2014, still lower than the previous four years, for 2015 Nielsen expects growth of 0%.

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