Italian Ad Market Drops 13% In November
Italian advertising spend dropped by 13.2% in November 2001, according to the latest figures from ACNielsen, compiled by analysts at ABN Amro, who had themselves predicted a decline of 14.5%.
Newspapers were the hardest hit medium, falling by 19.7%, although this is much better than the 30.2% decline the broker had forecast. Magazines, on the other hand, performed significantly worse than expected at -11.6% growth, compared to the -2.6% prediction.
Further declines like this for the magazine industry could lead to 2002 ad growth forecast downgrades, warns ABN, which would in turn impact the stock publishers like Mondadori, Espresso and Class Editori.
| Italian advertising growth, November 2001 | ||
| Actual | Forecast | |
| Television | -12.0 | -14.7 |
| Radio | -16.1 | -14.8 |
| Magazines | -11.6 | -2.6 |
| Newspapers | -19.7 | -30.2 |
| Outdoor | -11.2 | -7.8 |
| Cinema | 9.1 | 5.0 |
| TOTAL | -13.2 | -14.5 |
| Source: ABN Amro, 15/01/02 | ||
