In the first half of 2013, advertising investments decreased by 18% and the expected decrease for the whole year is 12-13%. The data is from the UPA (Associated Advertising Users).
The president of Upa, Lorenzo Sassoli de Bianchi, spoke on the occasion of the annual shareholders' meeting and said that these are "data that are still worrying". "In the second half there will be an improvement compared to the first part of the year - he continued - but it will only be a technical rebound".
Sassoli explained that the biggest problem is that of the shift of the advertising investments of the large multinationals from Italy towards markets considered more profitable. He also expressed the hope for a "shock cure" for the market with the introduction of tax breaks for investments.
