July confirms the signs of recovery compared to the previous months, showing growth numbers. In particular, advertising investments in Italy registered an increase of +6.9% compared to the same month of 2020, bringing media advertising in the first seven months to +23.1%. If we exclude Nielsen's estimate on search, social, classified (sponsored ads) and the so-called "Over The Top" (OTT), the performance of the period January - July is +24%.
As for media investments, in the "Out of home" sector from January to July - the two most disadvantaged sectors are the transit (-20,3%) and the Go TV (-1,2%) sectors, even if they continue to show a slight increase compared to previous months. The Outdoor returns positive at +6.1% and Direct mail closes at +11.1%. Just after, we find the press sector in negative with Newspapers which in July fell by -7.6% (the first seven months it was at +6.6%) and Magazines that fell by -4.4% (the first seven months at + 2.9%). TV grew by +10.8% in July and closed the first seven months at + 30.5%.
If we look at commodity investments now, we can see that, in the single month of July, there are 15 growing sectors. With remarkable performances we find the Media/Publishing sector (+110.3%), followed by the Distribution, Beverage/Alcoholics and Food sectors, respectively at +35.6%, +29.3% and +21, 9%. These four sectors alone contribute nearly 33 million to the growth in July. On the other hand, the negative trends in the January-July period of Motorcycles/Vehicles (-4.5%) and Entities/Institutions (-2.1%) are highlighted.
2021 has been identified as the year of recovery, and in particular, the month of July marked the beginning of a positive second half of the year, both from an economic and an entrepreneurial point of view. This recovery, greater than expected, gives hope and almost predicts that the end of the year will reflect the trend and will prove to be more than positive for advertising investments as well.
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