(Finance) – Nielsena global leader in audience measurement, data and analytics, released i results At Intel relating to the advertising market in September 2024. These see advertising investments in Italy close the month at +2.2%, bringing advertising revenue for the first nine months to +5.7%. If we exclude the Nielsen estimate on search, social, classified (sponsored ads) and so-called “Over The Top” (OTT) from the web collection, the trend in the first nine months of 2024 stands at +6.8%.
“The positive trend of 2024 continues even if there is a slowdown in growth, mainly due to the comparison with the last quarter of 2023 where particularly sustained investments were recorded – he declares Luca Bordin, Country leader Italy –. The forecasts for the last months of the year, in fact, lead us to hypothesize a slowdown in the market growth rate which, while remaining positive, could decrease by approximately one percentage point compared to the cumulative growth Jan/Sep. (+5.7%). All this, net of the uncertainties linked to international political events which could be particularly relevant in this period”.
With regards to individual vehicles, the TV it grew by +5.7% in September and +9.8% in the first nine months of the year. THE Newspapers they are down -7.8% in September 2024 and -7.2% in the first nine months of the year. In September also down by -2.5%. Periodicalswhich recorded -1.6% in the first nine months. There Radio it was down in September by -2.7% and in the first nine months by +7.4%.
Based on estimates made by Nielsen, the collection of the entire universe of Web advertising in the first nine months of 2024 it closed with a +4.0% (+4.6% if the Fcp AssoInternet perimeter alone is considered).
Positive sign in the first nine months forOut of Home (Transit and Outdoor) which records a +9% and for the Cinema +41.2%. Declining Go TV which marks -3.8% and the Direct Mail -8.3%.
I am 17 product sectors grew in the month of September, the major contribution is brought by Cars (+18.8%), Professional Services (+15.5%) e Personal Carea (+13.7%).
Investments fell in September Media/Publishing (-31.8%), Clothing (-21.4%) e Finance/insurance (-11.8%).
In relation to the sectors with the largest market share, in the first nine months of 2024, the positive trend of Cars (+26.7%), Home management (+34.3%) e Distribution (+11.4%), decreasing instead Media/Publishing (-16.7%), Telecommunications (-7.4%) e Clothing (-2.9%).
“After 3 months of growth, the Finance/Insurance sector recorded a decline, marking a decline of -11.8%. The negative result is attributable to the contraction recorded by TV and Radio which represent 76% of the sector market. The decline – he concludes Bordin – was, respectively, -4.4% and -29.7%”.