(Tiper Stock Exchange) – Very positive February for advertising investments in Italy, which score a +3.9%bringing the advertising revenue of first two months of the year at +3%. This is what emerges from the latest data published by Nielsen.
Excluding from the web collection the estimated value of search, social, sponsored ads (classified) and the so-called “Over The Top” (OTT), performance in two months 2023 stood at +3.5%.
“A promising result, which continues the upward trend of the last quarter of 2022 (+2.9%) and finally pushes the market to pre-pandemic levels, landing on a total slightly higher than the first two months of 2020”, he comments Marco Nazzari EMEA Measurement Leader.
With regard to the individual means, the TV it grew by 1.8% in February and by 1.1% in the two months. Also Newspapers and Periodicals they are up during the month, respectively by 8.4% (two months +6.2%) and 5.2% (two months +2.2%). Also on the rise Radio which marks a +22.3% in February (two months +16%).
Based on the estimates made by Nielsen, the collection of the entire universe of web advertising in the first two months of 2023 it closed with a +3.1% (+10.7% if considering only the FCP AssoInternet perimeter). Positive sign for too the Out of home (Transit and Outdoor) and the Go TV which grew respectively by 28.5% and 80.9% in the two months. In the negative the Direct mail -7.9%, while the vehicle is recovering Cinema +25.2%.
There are 11 growing product sectors in February: Cars (+34.5%), Leisure (+62.5%) Industry/Construction/Activities (+73.2%). Investments in Telecommunications (-21.2%), Finance/Insurance (-23%) and Distribution (-9.3%) were down in February. With regard to the sectors with a higher market share, the positive performance of Automobiles (+40.2%), Personal Care (+10.3%) and Leisure (+31.4%) is highlighted in the two months.