Data on advertising investments in Italy
September confirms the negative trend of the previous months. In the field of advertising investments in Italy, there was a decrease of -2.2% compared to the same month of 2021, bringing advertising sales in 2022 to -1.5%. If we exclude the Nielsen estimate for search, social, classifieds (sponsored ads) and the so-called "Over The Top" (OTT) from the web collection, the trend in 2022 stands at -4.5%.
As for the media, TV recorded a decline of 6.7% as well as Magazines which fell by 11.1% (the cumulative period closed at -2.6%) and Newspapers, with a value of -1,1%.
The only positive trend is given by Discovery with +0.8% and a total collection of 177.2 million as well as by the universe of Web Advertising which in the period January-September closed with a +2.7%. Positive also the OOH which confirms its trend with a cumulative value of +59.5% and Direct mail with +0.7%.
The analysis by product sectors
There are 12 growing sectors in September: the greatest contribution is given by the sectors of Institutions / Institutions (+67.7%), Tourism / Travel (+92.1%), Clothing (+12.5 %), Home management (+11.4%). On the other hand, the negative trends of Automobiles (-12.9%), Food (-16.8%), Distribution (-17.4%) and Telecommunications (-18.7%) are highlighted.
A recovery is expected by the end of 2022 thanks to the influence of the World Cup.
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