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Advertising Spending Italy in 2018

  • The data relating to advertising investments in Italy for January - November 2018 have been published. There is a growth of + 2.1%

Advertising Spending Italy in 2018

The month of November in the field of advertising investments closes with a growth of +2.5%

If We excluded Nielsen estimate on reach and social network, the trend of the eleven months between January and November is stable with a growth of +1.2% compared to 2017.

Analyzing this period, we note how some assets have undergone an increase in investment. In the first place we find Cinema with +13.3%, followed by Go TV with +13%, Transit +12.7%, Radio +5.3%, Internet with +5%, and TV with +1%. The means, however, which continue to suffer a decline are certainly the outdoor with -9.7%, periodicals and the newspapers with -8.1% and -6.2% and Direct Mail -6.2%.

We can define that the investments made in these nine months of 2018, remain quantitatively, unchanged if compared with the same period of 2017. In fact we speak of 5,632,873 € (2017) against a 5,633,903€ (2018).

If we look at the market trend, considering the announced end of quantitative easing, the continuous tug of war between the Government and the EU and the lower growth of GDP, these data are good and unexpected.

As for the investment sectors, those with the highest percentages according to Nielsen data for January-November of 2018 are Leisure +31.6%, Appliances +24%, professional services +21.2%, drinks/alcohol +11.8%, motorcycles/vehicles +10.9%. In the event we find Games/School Items -20.5%, Toiletries -19.6%, home management -9.4% and personal items -8.7%.

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