November on positive ground, according to Nielsen data
The advertising investment market in Italy closes November at +1.1%, bringing advertising sales for the period from January to November 2022 to - 0.9%. The figure should be read positively in general even though it fluctuates across media
Relative to individual media, TV grows +0.6% in November and -6.7% in the Jan./Nov.2022 period.
On the negative side, Newspapers in November are down 10.3% (cumulative period closes at -5.1%), while Magazines are down 7% (cumulative period closes at -3.9%). Also on the negative side is Radio in November by 8% (the cumulative period closes at +1.7%).
Based on estimates made by Nielsen, the collection of the entire web advertising universe in the Jan./Nov.2022 period closes at +3%. Continued recovery of Out of home (Transit and Outdoor) that confirms the positive trend with +44.9% in Jan./Nov.2022. Also on the positive side is Go TV, which closes the Jan./Nov. 2022 period at +49.5%, flat the Direct mail 0%. The difficulties of the Cinema medium, however, continue.
The analysis by product sectors
Taking into consideration the investment commodity sectors, there are 11 segments that grew in November, with the largest contribution being brought by the Automobile sector (+18.1%), followed by Pharmaceuticals/Health Care (+34.7%), Personal Care (+38.1%), and finally Toiletries (+47.2%). Media/Editorial (-28.4%) , Distribution (-18.7%) and Beverages/Alcoholic beverages (-22.6%) investments declined in November.
Relative to the segments with a larger market share, the positive performance of Housing (+3.9%), Apparel (+23%) and Personal Care (+10%) in the Jan/Nov. 2022 period is highlighted.
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