December shows signs of recovery compared to previous months. In the field of advertising investments in Italy, there was an increase of + 0.3% compared to the same month of 2019, bringing advertising sales in 2021 to +13.5%. If the Nielsen estimate for search, social, classifieds (sponsored ads) and the so-called "Over the Top" (OTT) is excluded from the web collection, the trend in 2021 is +12.8%.
As for the media, TV closes 2021 at +14.4% despite a decline of 10.8% in December while the world of Web Advertising recorded a positive year with + 15.1%. Radio was also positive, recording + 15.9% in December and ending the year with a growth of 10.4%. Based on Nielsen's estimates, Magazines grow by 5.8% while Newspapers grow by 1.7% and the trend is also confirmed by the OoH, the Outdoor with + 28.6%.
Taking into consideration the investment product sectors, in the single month of December, the greatest contributions are given by Media / Publishing (+ 48.8%), Beverages / Alcohol (+ 36.1%) and Personal Care (+14, 6%). On the other hand, the negative trends in December in Finance / Insurance (-57.1%), telecommunications (-57.1%) and pharmaceuticals / healthcare (-23%) are highlighted.
After a 2021 that ended positively, 2022 is expected to grow, albeit to a lesser extent in the medium-long term but in line with European values. The trend of the new year will depend on the recent crises that have emerged mainly linked to the surge in the costs of energy and raw materials and the Ukraine issue. They are accompanied by new advertising opportunities related to sporting events such as the Winter Olympics and the World Cup.
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