Italy: TV ad market worth €3.8bn in 2016

The TV advertising market in Italy in 2016 was worth €3.8 billion, a 5.4 per cent growth on 2015, according to figures from Nielsen.

In December only, the total TV ad-spend amounted to €355 million (+4 per cent year-on-year).

Over half of the TV ad-spend (56 per cent) in 2016 were directed to commercial broadcaster Mediaset, while 21 per cent went to public broadcaster RAI. Sky Italia was third with a 13 per cent market share, followed by Discovery Italia (6 per cent) and La7-Cairo Communication (4 per cent).

Last year, RAI (+6.3 per cent), Discovery Italia (+13.4 per cent) and Sky Italia (+13.5 per cent) all saw growth above the average for the sector.

Overall, broadcasting (TV & radio) accounted for 51.4 per cent of the total advertising market in Italy last year (50.7 per cent in 2015).

Ad-spend online reached €2.3 billion in 2016 (+8 per cent).

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