Italy: Broadcasting ad market over €3.3bn
December 19, 2017
From Branislav Pekic in Rome
The broadcasting (radio and TV) sector in Italy recorded total advertising investments of just over €3.3 billion during the first ten months of 2017. This is down by 2.1 per cent compared to last year, according to figures from Nielsen.
In October only, ad investments amounted to €441 million, down 2.1 per cent year-on-year, easing the decline in recent months. The entire radio and TV sector was affected by a fluctuating trend in the first half of the year which became a significant decline at the beginning of the second, mainly due to the contraction of the TV segment.
In the period January-October 2017, the broadcasting sector accounted for 66.8 per cent on the total national advertising market.
The TV segment continues to suffer from a comparison with the previous year that was full of very attractive sporting events, reaching around €3 billion (-2.9 per cent on the first ten months of 2016). In October only, ad investments amounted to €397 million, down by 3.7 per cent.
Internet advertising recorded an increase of 0.9 per cent in the first ten months of the year.