Italy’s ad market to bounce back with a 2.2% increase in 2023

An overview of advertising spend in Italy in 2023.

Italy’s ad market is forecast to grow at 2.2% in 2023, reaching €9.3bn, after the market recorded a close to -1% decline last year, according to WARC Media data. Its past two consecutive years’ performance created a stark contrast to its post-pandemic +17.4% leap in ad spend in 2021. 

Italy thus becomes the ad market to have the lowest rate among major Western European markets analysed by WARC, with varying levels of single-digit-percentage growth anticipated in France, Germany, Spain, and the UK.

Ad spend in online audio is expected to increase fastest, with a 25%...

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