Newspapers collapse, internet slips. Everyone, without exception, falls. The Italian advertising market continues to report negative data on all fronts, even if the differences between the various communication tools are more than marked.
According to the latest Nielsen survey, in August the advertising investment market recorded an overall decline in11% every year. Average of first eight months of 2013, on the other hand, the contraction was by 15,8% (equal to 746 million euros). Between January and August, the harvest on newspapers drops by 22,4%, that on periodicals by 24%, the tv by 14,6%, the radio the 12,6% Internet of 3%.
“August did not show any particular growth, apart from a few exceptions – explains Alberto Dal Sasso, Advertising Information Services Business Director of Nielsen -. After all, this month has little influence on the annual trend, being the period with the seasonal negative peak and accounting for about 3% of the total for 12 months”.
We will therefore have to wait for the first autumn data to understand if a recovery phase can begin from the end of the year.
