MILAN: Advertising expenditure levels are rising in Italy, with television, radio and the web some of the main beneficiaries of this trend.

Figures from research firm Nielsen show adspend rose 4.8% on an annual basis during the first eight months of 2010, to €5.3bn ($7.4bn; £4.6bn).

This included a 5.2% uptick in August alone, suggesting sentiment among brand owners is growing more and more positive.

During the year to date, television – covering general and satellite channels – posted a 7.7% improvement, meaning ad sales hit €2.9bn.

The food, telecoms and auto industries all boosted their TV outlay, although media and financial service providers cut back.

Elsewhere, internet returns climbed 17.7%, as media and entertainment specialists heightened expenditure by 58.5%, and car manufacturers invested 27.3% more.

Radio registered a 12.8% improvement, with automotive recording 4.4% growth and the telecoms segment a 35.2% increase.

Direct mail also grew 5.7%, outdoor jumped 8.9% and cinema remained largely flat.

While national newspapers generated 3% growth, free press titles declined 10.8% and periodicals endured an 8.4% decrease.

Overall, Nielsen reported 16,225 companies advertised using measured media in 2010, a modest rise of 0.7%, reaching 27.4% for online and 9.1% regarding TV.

Data sourced from BitCity; additional content by Warc staff