The first month of 2015 is marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -6,6%.
Analyzing the month January 2015 you can see how almost all media show a negative sign of growth:
Direct Mail shows a variation of -26,2% and it is the medium which is mostly affected by this contraction. Then we can find Out of Home TV (-26%), Internet (-10,4%), Newspaper (-9,5%), Periodical (-5%). A smaller reduction is the one of Tv (-4,8%) and Cinema (-3,7%).
Media that instead shows a growth are: Transit (+28,5%), Outdoor (7,4%) and Radio (+0,4%).
Concerning with the area of investment, computer/photography recorded the highest positive sign (+89,4%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a change respectively of -9,1%, -4,3% and -29,6%; The largest decrease was actually marked by TELCO.
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