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Advertising Spending Italy January 2016

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

The first month of 2016 is marked by advertising spending growing if compared to the previous year, with an increase which stands at +2,5%.

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

Periodical posted a variation of -14,1%, and is the media that is most sensitive to this contraction. Following are Cinema (-8%), Direct Mail (-3,7%), Radio (-3,4%), and Transit (-0,1%).

The media instead show an increase are: Outdoor (+31,5%), TV (+4,7%), Newspaper (+2,2%), Internet (+0,2%).

As regards the investment sectors Appliances record the highest positive sign (+73,2%). The sectors which hold the largest share of the market, or Food and Automotive showed a change of +1,3%, -8,7%; the largest decrease is marked by the following sectors: Informatics/Photography (-53,9%), Games/School supplies (-28,8%) and Beverage/Alcohol (-22%).

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