(Tiper Stock Exchange) – The advertising market confirmed its growth in Junewith investments in Italy a +1.4%, who carry the advertising sales in the first half of the year up 1.9%. If the Nielsen estimate on search, social, classified (sponsored ads) and the so-called “Over The Top” (OTT) is excluded from web advertising, the trend in the first half of 2023 stands at +1.1%. This is what emerges from the last one Nielsen reporta global leader in audience measurement, data and analytics for the advertising market.
“Taking into account the forecasts at the end of the year and the physiological trend of advertising, the second half should record more contained growth”, anticipates Marco NazzariEMEA Measurement Leader, pointing out that the upward revision of the growth estimates for Italy “can also be a driving force for the communication market”.
With regard to individual means, the TV is flat (-0.1%) in June and up 0.5% in the first half, reflecting the significant change in schedules and the decrease in the number of commercials broadcast due to the national mourning for former Premier Silvio Berlusconi.
Newspapers are growing by +0.6% (1st half -3.4%), while Periodicals are in heavy decline -24.7% (1st semester -1.0%). Radio is growing +11.2% (1st half year +5.8%). The collection of the entire universe of Web advertising in the first half of 2023 it is estimated at +3.5% (+6.1% if only the FCP AssoInternet perimeter is considered).
Positive sign also for Out of home (Transit and Outdoor) and the Go TV which in the first half year grew by 13.1% and 41.1% respectively. In the negative the Direct mail -9.6%, while the medium is growing Cinema +5.0%.
There are 12 growing product sectors in the month of June, the greatest contribution is made by Home Management (+70.2%), Food (+18.0%) and Automobiles (+11%). Home investments (-37.6%), Distribution (-27.0%) and Tourism/Travel (-16.7%) decreased in June.