SCHAUMBURG, SWITTZERLAND - Total media expenditure in Italy will grow by only 3.3% during 2006, despite enjoying a 4% increase over the first four months of the year.
AGB Nielsen Media Research Italia has revised its full-year forecasts and now predicts that media spend will slow during the rest of the year although total figures will show an improvement of 2.8% versus 2005.
Television is expected to end the year up 2.5%, while radio will grow by 5%. Daily newspapers are set to increase by 2.5% and magazines by 3.4%. Outdoor advertising will edge up by 0.5%.
As elsewhere on the planet, online advertising is set to show the greatest increase, up 39.5%. Cinema is the only medium predicted to decline.