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Advertising Spending Italy November 2014

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

The first eleven months of 2014 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -2,6%.

In fact analyzing the period January-November 2014 you can see how almost all media show a negative sign of growth:

Cinema shows a variation of -24,7% and it is the medium which is mostly affected by this contraction. Then we can find Out of Home TV (-15%), Newspaper (-10,1%), Periodical (-7,3%), Direct Mail (-5,1%). A smaller reduction is the one of Transit (-4,2%), Radio (-2,4%) and TV (-0,1%).

Media that instead shows a limited growth are: Outdoor (+3,1%) and Internet (+0,7%).

Regarding investing online is to point out the discrepancy between the data released by Nielsen (just over 420 thousand euro between January and November 2014) and the data from the IAB that estimates the closure of 2014 to 2 billion euro.

Concerning with the area of investment, finance / insurance recorded the highest positive sign (+21,8%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a change respectively of +2,7%, -4,3% and -29,9%; The largest decrease was actually marked by TELCO.

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