August 2020 pursues its recovery; however, the effects of Covid-19 continue to sway the markets.
Advertising investments in Italy registered a decrease of -17.7% compared to the same period of 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 semester of 2020 closes with -22% distributed on all media and all sectors.
As for the media investments, the two most disadvantaged sectors are transit and outdoors, which have suffered (due to travel restrictions) a reduction of -57.3% and -49.5% in investments. Followed by Magazines investments that dropped by -40.1%. The online advertising market (including search, social, classified and OTT) was the least affected by the emergency: it recorded a decrease by 9.2%.
As for the commodity investments, the automotive, communication, pharmaceutics and food sectors are finally rising again respectively by +105.9%, +52.9%, +12.9% and +14.2%
On the other hand, the markets that are dropping are: newspapers (-5,6%) and periodicals (-31.9%).
The third quarter promises a positive rebound: the growth seen in July and August confirm it.
Now everything will depend on the contagion curve, which inevitably continues to influence economic indicators. In fact, with the beginning of autumn, uncertainty emerges on how the new emergency phase will be managed and on the markets’ performance for the last quarter of 2020.
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