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Advertising Spending Italy December 2017

  • Advertising investments in Italy referred to December 2017 divided by sector and medium according to Nielsen data.

Advertising Spending

The advertising investment market in Italy closes 2017 slightly above stability, to +0.4% compared to 2016.

By analyzing the month of December 2017 we can see how some media show a decrease:

The Outdoor recorded a variation of -11.2% and represents the average that is most affected by this contraction. Following are the Newspapers (-7.7%), Magazines (-6.2%), Direct Mail (-5.2%), and TV (-1.6%).

On the other hand, the average with the highest growth rate is GO TV (12.3%), followed by Radio (5.4%) and Transit (4.9%).

The product sectors that hold the largest share of the market are food (14.9%), cars (11.5%) and pharmaceuticals and health products (6.5%); the largest decrease is reported by the following sectors: media and publishing (11.7%), information technology and photography (11.5%), Toiletries (11.5%).

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