(Finance) – The advertising investments in Italy they closed the month of May at +3.8%, driving cumulative period advertising revenue growth January-May 2024 at +4.3%. If we exclude the Nielsen estimate on search, social, classified (sponsored ads) and the so-called “Over The Top” (OTT) from the web collection, the cumulative trend for January-May 2024 stands at +4.5%. This is what it says Nielsenwhich published the results To Intel relating to the advertising market in the month of May 2024.
“The month of May confirms thepositive trend of advertising in ItalyThe good news on the macroeconomic front, which we referred to in the April note, is reflected in the consumer confidence index growth which rises from 95.2 to 96.4 in May” he declares Luca Bordin, Country Leader Italy.
“Driving the growth are the Automotive and Home Management sectorsalthough a special mention must be made for the Industry and Services sector. The sector, which grew by 80% in April, consolidated its trend also in May (+58%) thanks to investments by energy companies which, given the recent cessation of the greater protection service, concentrated their investments in recent months”, he adds.
With regard to individual media, a Nielsen press release states, TV grew by +4.3% in May and +5.5% in the cumulative January/May. daily newspapers are decreasing: -9.1% in May 2024 and -8.3% in the cumulative January-May. On the other hand, the periodicals: +5.5% in May, while stable (-0.1%) in the cumulative January-May and the Radio growing by +3.9% in the month of May and also in the cumulative period January-May (+8.8%).
Based on estimates made by Nielsen, positive sign for Out of Home (Transit and Outdoor) +13.8%, stable Go TV which, in the cumulative period marks a -0.3%. Also growing is Cinema +46.3% and decreasing Direct Mail -6.4%.
I am 14 product sectors growing in May: the largest contribution is made by Home Management (+37.9%), Toiletries (+73.4%) and Automobiles (+32.8%). Investments in Media/Publishing (-33.5%), Telecommunications (-24.8%) and Personal Care (-19.1%) decreased in May.
With regard to the sectors with the largest market share, in the period January-May 2024, the positive trend of Automobiles (+19.4%), Toiletries (+29%), and Home Management (+36.4%) stands out, while Media/Publishing (-23.2%), Telecommunications (-15.7%) and Personal Care (-1.4%) are decreasing.
“After two negative months, the Food sector returns to growth, recording a +7.1% in May. On the contrary, the Beverages/Alcohol sector shows a decrease of -14.6% in May, after a consistently positive start to the year”, concludes Bordin.