Advertising investments up by +1.1% in November. Nielsen data
The advertising investments. The market in Italy closed the month of November at +1.1%, bringing the collection of the period January/November 2022 to 0.9%. But if you exclude from web collection the estimate Nielsen on search, social, classified (sponsored ads) and so-called “Over The Top” (OTT), the result changes. The trend in the period January/November 2022 is in fact negative by 3.8%.
“Growing market in a new and atypical end of the year for insiders in the international media scene given the location of the World Cup, the data should be read positively in general even if fluctuating in the media. We will see at the end of the month of December and of the year if the World Cup will have drained or more likely created a “positive halo” effect for the whole market. It was certainly a good chance for the companies to reach a vast audience, despite the absence of the Azzurri. In a month we will have a clear picture of the whole of 2022 most likely with a positive sign”, he declares Albert Dal Sasso AdintelSouthern Europe Cluster Leader di Nielsen.
TV, press and radio: the results of the individual media
With regard to the individual means, the TV grows by + 0.6% in November and -6.7% in the period January/November 2022. The press con i newspapers down by 10.3% (the cumulative period closed at -5.1%), while i periodicals they drop by 7% (the cumulative period ends at -3.9%). Also negative was radio which, in November, lost 8% (however, the cumulative period closed at +1.7%).
As Primaonline reports, based on the estimates made by Nielsenthe collection of the entire universe of the web advertising in the period January/November 2022 it closed with a +3% (-3.6% if we consider only the perimeter Fcp AssoInternet).
Continue shooting dell’Out of home (Transit and Outdoor) which confirms the boom with a +44.9% in the period January/November 2022. The Go TV which closes the period at +49.5%. However, the difficulties of cinema continue.
In November, 11 commodity sectors are growing. The major contribution is brought by the sector Automobiles (+18.1%), Pharmaceutical/Healthcare (+34.7%), Personal care (+38.1%), Toiletries (+47.2%). On the other hand, investments are declining Media/Publishing (-28.4%), Distribution(-18.7%) e Beverages/Alcohols (-22.6%).
In relation to the sectors with a greater market share, it should be noted, in the period Jan/Nov. 2022, the positive trend of Housing (+3.9%), Clothing (+23%) e cure person (+10%).
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