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Advertising Spending Italy February 2016

  • Advertising investments in Italy referred to February 2016 divided by sector and medium according to Nielsen data

The first two months of 2016 are marked by advertising spending growing if compared to the previous year, with an increase which stands at +3,7%.

Analyzing the month of February 2016 you can see how some media show a negative sign of growth:

Direct Mail posted a variation of -7,6%, and is the media that is most sensitive to this contraction. Following are Periodical (-4,6%), Newspaper (-1,5%), Out of Home TV (-0,4%).

The media instead show an increase are: Cinema (+24,6%), Outdoor (+14,4%), Transit (+9,2%), TV (+6,3%), Internet (+2,2%) e Radio (+1,8%).

As regards the investment sectors Appliances record the highest positive sign (+44,5%). The sectors which hold the largest share of the market, or Food and Automotive showed a change of +7,1%, +2,1%; the largest decrease is marked by the following sectors: Informatics/Photography (-68,8%), Finance/Insurance (-14,5%) and Beverage/Alcohol (-9,8%).

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