Covid-19 and lockdown effects keep influencing and swaying the markets trends. Specifically, advertising investments in Italy registered an overall decrease of -15,9% compared to the same period (January-September) in 2019. If we exclude Nielsen's estimate on search, social, classified (sponsored ads) and the so-called "Over The Top" (OTT), the performance of the first nine months of 2020 stands at -20.3%.
As for media investments, the two most disadvantaged sectors are the transit and the outdoor sectors, which have suffered (due to travel restrictions) a reduction in investments of -55.1% and -47.8% respectively. Right after we find the magazines sector, in which investments have dropped by -40.3%. On the other hand, the sector that was least affected by the emergency seems to be the online advertising sector (including search, social, classified and OTT), which only recorded a decrease of -7.1%.
If we look at commodity investments now, we can see that, in the single month of September, bodies and institutions, housing, household appliances and home management show particularly considerable performances, with increases of 50,9%, 22,6%, 13,7% and 13,3% respectively. On the contrary, the markets that kept dropping throughout the period of time between January and September are: automotive (-26,3%), pharmaceuticals (-18,2%), food (-14,8%), media/newspapers (-12,8%) and beverage (-19,8%).
Economic indicators of the next couple of months, those that will accompany us towards the end of the 2020, will be invebitably affected by the pandemic evolution and by the contagion curve. Moreover, the uncertainty on how the current emergency phase will be managed, will undoubtedly reflect on the markets performance.
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