Advertising, back to a plus sign in 2015. Thanks to the Web – Corcom

AS

 The market advertising spending ended 2015 with an increase of 1.7% compared to 2014, due primarily to tow the “web portion”, which sees in the front row search and company . If instead you were considering only the “traditional” perimeter, the year will close with a slight drop on 2014, to -0.5%. In return it is the data published by Nielsen

 “After a difficult start – he says Alberto Dal Sasso , Advertising business information service director Nielsen – 2015 closed positively thanks to tow a good second half there it also optimistic about the likely positive consolidation that we expect for 2016. in the coming years the new technology will always represent more of a driver of change even in the allocation of advertising budgets, waiting for the millennials have a significant role in the consumer change ” .

 With regard to individual media, the TV closes 2015 with a growth of 0.7%, thanks to a second half to + 5.3%. Confirm the negative sign of the newspapers and periodicals that are closing respectively -6.6% and -4.1% a year. The radio medium is distinguished in 2015 for growth significantly above the market average: +8.8%.

 The Internet also, on the basis of estimates of Nielsen for the total of web advertising, thus adding the portion of the market is not monitored, is distinguished by closing the year with an increase of 8.5%. Excluding the world search and social, the web performance tends to reflect the course of a comparable scope of the market (-0.7%).

 Sensitive to the increase of the world-of-home, thanks to Expo 2015 , closes the second Nielsen with a positive sign: outdoor + 3.3%, transit + 15.6% and out-of-home TV + 13.1%. Confirms the negative trend for direct mail and cinema respectively down by 8.3% and 4.1%.

 In December alone, the market grew by 4.5%. With regard to individual media in the last month of the year, the collection on TV and radio halls of 7.3% and 5.1% over the same period of 2014. The Internet is growing overall by 6.5%, while the printing marks a decrease of 2.3%.