Advertising spending in Italy to shrink at double-digit rate

epa05844945 British supermodel and actress Naomi Campbell attends Italian tv show 'Che tempo che fa' during an interview of Fabio Fazio recorded on the 26 of February, Milan, Italy. (issued 12 March) EPA/FLAVIO LO SCALZO

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Total advertising spending in Italy is set to shrink at a double-digit rate this year because of the coronavirus crisis and nationwide lockdown imposed in March, research agency Nielsen said on Monday.

Italian advertising fell 9.2% in the first quarter compared with the same period last year, with March showing a 29% decline, in line with the French and Spanish markets, Nielsen data showed.

Nielsen expects investment in advertising campaigns in Italy to stabilise in the second half of 2020 in a U-shaped recovery, with restrictions on movement and business activity being eased gradually from May 4.

The expected double-digit drop this year is projected at less than 20%, Alberto Dal Sasso, an executive at Nielsen said at a video streaming event. Last year Italy’s advertising market declined by 0.9% to 8.78 billion euros .


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