Italy’s advertising market continues record growth

Slowdown not in forecast

MILAN — The boom in advertising sales has continued through the fall and winter, surprising most analysts and industry insiders, who predicted a slowdown in Italy’s advertising market in the last part of the year.

“In the December-October period, Italy’s advertising revenues posted a record 12.2% increase compared to the same period in 1998, to 10.1 trillion lire ($5.3 billion). We estimate that in the whole 1999 the market will see an 11%-12% growth to $6.6 billion,” ACNielsen’s executive director Marcello Arosio said.

TV dominates

TV took the lion’s share in the advertising market as ad revenues grew 9.8% in the first 10 months to $2.9 billion, compared with the $848 million cashed in by the press (including dailies and magazines).

Among broadcasters, Vittorio Cecchi Gori’s small TV group posted the weakest increase (up 2.1%) to $63 million. Pubcaster RAI’s revenues grew 9.4% to $995 million and Silvio Berlusconi’s Mediaset remained the biggest player, with more than $1.8 billion (up 10.3%). Advertising figures for pay TV platforms Telepiu and Stream are too small to be compared.

In the next season Nielsen, expects an overall expansion of Italy’s market of about 10%.

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