Advertising investments, the radio returns to the positive, while magazines grow by 2.3%. Expectations are growing for the 2022 Olympics and World Championships
Positive autumn for the market of advertising investments which sees close the November in increase of 2.7%, an increase compared to the same period of 2020, thus driving the advertising revenue of the cumulative period in growth of 15.2%. The photograph, taken by Nielsen, shows that if we exclude from the web collection the estimate on search, social, classified, or sponsored ads, and the so-called “Over The Top” (OTT), the trend in the January-November period attests a growth of 14.8%. (Read here the summary data for 2021).
“We are approaching the end of the year,” he declares Alberto Dal Sasso AIS Managing Director of Nielsen, with a consolidated and solid recovery in the autumn. There growth in the three months was from 4.7%, slowly returning to a long-term positive line. Also compared to 2019, indeed, we are at + 0.9% which – one month after closing – should confirm the trend identified so far “.
In particular, considering the individual means, we see that TV suffers a decline of 3.2% in November and closes the cumulative period at + 17.6%. Instead, newspapers are growing by 1.3%, in the cumulative period + 4.7%, while i periodicals grew by 2.3% (+ 3.3% in the cumulative period). The radio returns to the positive in November, + 11% and closes the cumulative period at + 9.8%. Based on the estimates made by Nielsen, the entire universe collection of web advertising in the cumulative period it closes with a + 16.4%, up by 19.6% if only the FCP AssoInternet perimeter is considered. The performance of the Out of home in the cumulative period is positive. The transit, + 0.6%, theoutdoor closes at + 22.5% and the go tv is at + 3.5%. Positive also the direct mail, + 6.5%. The recovery of advertising investments on the half cinema.
I am twelve product sectors were growing in October, the major contribution is made by Media / Publishing up 58.6%, distribution + 21.4% and leisure time + 51.6%. In noticeable decrease in October, on the other hand, the investments of Automobiles down by 42.7% plus toiletries down by -40.3% and food items down by 3.2%. With regard to the sub-funds with a higher market share, in the January / November period, the positive trend of distribution up by + 36.5%, drinks / spirits at + 25%, media / publishing which leap forward by 29.7% and the management of the home up by 12.3%.
“We can then almost file a 2021 with a robust recovery – points out From the Sasso – which, however, leaves one phase of uncertainty that we are reading these days about 2022, linked above all to the recovery of inflationary dynamics that worry companies above all for the cost of raw materials and energy, pending the decisions on rates that the ECB will take “.
“Finally, let’s remember, he concludes From the Sasso, that the 2022 will see the unfolding of two important events for communication, like the Winter Olympics shortly, and the former ‘Winter World Championships’ at the end of the year in Qatar, which can bring growth opportunities for the communication market “.
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