(Finance) – The month of November recorded a slowdown in the growth of advertising investments, with a practically stable market performance (+0.4%) compared to the same month of the previous year which had however shown an increase of 5.3% . This is what emerges from the Ad Intel data relating to the advertising market in November 2024 published by Nielsen. These see advertising investments in Italy close the month at +0.4%, bringing advertising sales for the cumulative period to +4.5%.
“A more contained growth in the last part of the year was also predictable, given the particularly positive trend we recorded in the summer months (average June-Aug +10%) and linked to the investment opportunities offered by major sporting events “, he declares Luca Bordin, country leader of Italy Nielsen.
THE Automotive and Distribution sectorswhich had supported the robust “summer” growth (June/Aug average 55.9% and 27.7% respectively), recorded a significant contraction in November (-10% and -5.6% respectively) and passed the witness to some sectors that appear to be particularly performing in November, confirming the positive situation of the advertising market: Food (+11.4%), Pharmaceutical/Healthcare (+17%) e Home management (+18.2%).
With regards to individual vehicles, TV grew by +2.3% in November and +8.3% in the cumulative period. Down in November i Newspapers and periodicals which mark respectively -11.6% (cumulative period -7.9%) and -11.3% (cumulative period -4.1%). There Radio it is flat in November, 0.1%, while the cumulative period remains positive +4.2%. Based on estimates made by Nielsen, the collection of the entire universe of Web advertising in the cumulative period 2024 it closes with a +3.5% (+2.1% if we consider only the Fcp AssoInternet perimeter).