Advertising investment in beverages and alcoholic drinks increased by 11.3% in Italy in 2018, compared to the previous year, while ad spend in the food sector decreased by 1.6%, according to Nielsen.
Overall, the Italian advertising market recorded growth of 2% in 2018 compared to the previous 12 months.
Advertising spend was up across 13 sectors, including pharmaceuticals (+2.2%), leisure time (+28%), media and publishing (+6.5%), appliances (+21.7%) and professional services (+21.9%), with an overall contribution of €181 million.
On the other hand, several product sectors saw a decrease in advertising spend, including telecommunications (-7.7%) and clothing (-5.9%).
In terms of individual media channels, in December 2018 TV spend decreased by 2.5% , daily newspapers saw spend down by 6.4% and periodicals saw a decrease of 8.8%. Radio, however, saw an increase in advertising spend, of 7.9%.
According to Nielsen's research, as of the end of 2018, the overall online advertising market grew by 8.0%, with cinema spend up by 6.4% and transport spend up by 11.8%.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Alessandra Arosio. Click subscribe to sign up to ESM: European Supermarket Magazine.
