Articles

19.10.2010 Adspend levels rise in Italy

Advertising expenditure levels are rising in Italy, with television, radio and the web some of the main beneficiaries of this trend. Figures fromresearch firm Nielsen show adspend rose 4.8% on an annual basis during the first eight months of 2010, to €5.3bn ($7.4bn; £4.6bn). This included a 5.2% uptick in August alone, suggesting sentiment among brand owners is growing more and more positive. During the year to date, television – covering general and satellite channels – posted a 7.7% improvement, meaning ad sales hit €2.9bn. The food, telecoms and auto industries all boosted their TV outlay, although media and financial service providers cut back. Elsewhere, internet returns climbed 17.7%, as media and entertainment specialists heightened expenditure by 58.5%, and car manufacturers invested 27.3% more.

Radio registered a 12.8% improvement, with automotive recording 4.4% growth and the telecoms segment a 35.2% increase. Direct mail also grew 5.7%, outdoor jumped 8.9% and cinema remained largely flat. While national newspapers generated 3% growth, free press titles declined 10.8% and periodicals endured an 8.4% decrease. Overall, Nielsen reported 16,225 companies advertised using measured media in 2010, a modest rise of 0.7%, reaching 27.4% for online and 9.1% regarding TV.

B.L. 19.10.2010