Direct mail advertising expenditure in Italy was valued at €311m in 2016, according to data from Nielsen. This represents a year-on-year decline of 4.2% from 2015, when total spend amounted to €324m. The sector accounted for a 3.8% share of total Italian advertising expenditure in 2016, down 0.3 percentage points (pp) from 2015.
Data show the sector is gradually seeing its share of overall advertising spend decline. Direct mail adspend has dipped 38.4%, or €193m, from €504m in 2009....