Italian adspend falls 17% in Q1

05 August 2009

ROME: Adspend levels in Italy declined by 17% on an annual basis in the first half of this year, to €4.48 billion ($6.5bn; £3.8bn) overall, Nielsen Media Research reports.

According to a survey conducted by Nielsen, TV advertising revenues fell by 14.2%, to €2.39bn, over the opening six months of 2009, while print was also down by 25%, to €1.22bn.

By contrast, the internet saw total expenditure increase by 7.9% year-on-year, taking the medium to a value of €298m in the January to June period.

Mediaset, Italy's biggest private TV broadcaster, reported last week that advertising outlay in the country fell by 12% in H1, but it also predicted the situation would improve in the second half of the year.

Data sourced from Wall Street Journal; additional content by WARC staff