TV Outpaces Rivals for Ad Spend in Italy - eMarketer
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TV Outpaces Rivals for Ad Spend in Italy

2016 investment up despite second-half slowdown

March 3, 2017 | Ad Spending

TV ad spending in Italy increased 5.4% in 2016 to €3.84 billion ($4.25 billion), according to Nielsen data cited by Advanced Television, achieving an annual gain despite a slowdown in investment in the year’s second half. TV’s 2016 result was up from growth of just 0.7% in 2015.

Total Media Ad Spending in Italy, by Media, 2015 & 2016 (millions of € and % change)

Italy’s TV market was on track for a more significant boost, with ad spending up nearly 8% in H1 2016. Investment surrounding June’s UEFA European Championship soccer tournament helped power that period’s performance, Alberto Dal Sasso, managing director of Nielsen TAM and AIS, said in a statement.

Nonetheless, TV outperformed its closest competitors in 2016. According to Nielsen, ad spending devoted to radio rose 2.3% to €384.6 million ($425.5 million), while newspapers and magazines saw ad sales slip by 6.7% and 4.0%, respectively. It also outdid digital advertising, which saw ad investment (excluding search and social spending) dip 2.3% to €457.8 million ($506.4 million), according to data from Federazione Concessionarie Pubblicitá (FCP).

Cinema was the only media with faster growth than TV in 2016, up 6.9%, but this is a category worth a relatively paltry €19.9 million ($22.0 million).

Total media ad spending for the year increased 1.7% to nearly €6.40 billion ($7.08 billion).

—Cliff Annicelli

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