Once Strong Italian Ad Market Now Shows Downward Trend
The Italian advertising market, the only remaining growth market in Europe just a few months ago (see Forecasts and Forecasts), is now showing a continuing downward trend.
The latest ACNielsen data, analysed by ABN Amro, show a 7.3% decline in ad revenues during July. The majority of this was felt in the radio and newspaper sectors, whilst magazines moved into negative figures for the first time.
The decline in the telecoms and IT sectors, as in all markets, are the most dramatic, although ABN says that the consumer sectors are increasingly following suit. The broker has cut its full-year forecasts for the Italian ad market accordingly, from -0.3% to -4.7%. The most substantial downgrade is for the magazine sector – from 8.5% to -3.7%.
| Changes to 2001 ad growth forecasts – Italy | |||
| Previous | New | % Point Change | |
| Television | 1.2 | -1.8 | -3.0 |
| Radio | -10.8 | -11.6 | -0.8 |
| Magazines | 8.5 | -3.7 | -12.2 |
| Newspapers | -11.0 | -10.6 | 0.4 |
| Outdoor | -3.0 | -2.3 | 0.7 |
| Cinema | 7.8 | 7.8 | 0.0 |
| TOTAL | -0.3 | -4.7 | -4.4 |
| Source: ABN Amro estimates | |||
