(Tiper Stock Exchange) – The advertising investment market is trying to recover according to the last Nielsen report. In November, advertising investments in Italy assigned a +1.1% carrying the balance sheet for the 11 months at -0.9%. However, if sponsored ads on search engines and social networks and OTTs are excluded from the Web category, the variation is still negative and equal to -3.8%.
“Growing market in a new and atypical year-end for insiders on the international media scene given the location of the World Cup”, declares Albert Dal Sasso Adintel Southern Europe Cluster Leader of Nielsen, stating that “the data must be read positively” and anticipating “in a month we will have a clear picture of the whole of 2022 most likely with a positive sign”.
Looking at the individual means, only the TV grows (+0.6%), while the Press it is negative with Newspapers (-10.3%) and Magazines (-7%). Bad too Radio (-8%).
There are 11 commodity sectors growing in the month of November, the greatest contribution came from the Automotive sector (+18.1%), Pharmaceuticals/Healthcare (+34.7%), Personal Care (+38.1%), Toiletries (+47.2%). Investments in Media/Publishing (-28.4%), Distribution (-18.7%) and Beverages/Alcohols (-22.6%) decreased in November.
In relation to the sectors with a greater market share, it should be noted, in the period Jan/Nov. 2022, the positive trend of Home (+3.9%), Clothing (+23%) and Personal care (+10%).