Market Insights Advertising & Media Advertising

TV & Video Advertising - Italy

Italy

Ad spending in the TV & Video Advertising market in Italy is forecasted to reach US$4.42bn in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$2.73bn in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$50.75 in 2024.
By 2029, the number of TV Viewers in Italy is anticipated to reach 53.45m users.
Italy's TV & Video Advertising market is seeing a shift towards digital platforms, reflecting changing consumer behavior and increasing online content consumption.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Italy has been experiencing significant growth in recent years.

Customer preferences: Italian consumers have shown a strong preference for television and video advertising. They enjoy watching TV shows and movies, and are receptive to advertisements that are integrated seamlessly into their viewing experience. Advertisers have recognized this preference and have been investing heavily in TV and video advertising in Italy.

Trends in the market: One of the key trends in the TV & Video Advertising market in Italy is the shift towards digital advertising. With the increasing popularity of streaming platforms and online video content, advertisers are focusing more on digital channels to reach their target audience. This trend is driven by the convenience and accessibility of digital platforms, as well as the ability to target specific demographics more effectively. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making it more efficient and cost-effective. This trend is particularly relevant in Italy, where advertisers are looking for ways to optimize their advertising budgets and reach a wider audience.

Local special circumstances: Italy has a unique media landscape, with a strong presence of public service broadcasters. These broadcasters have a wide reach and are trusted by the Italian audience. As a result, advertisers often choose to partner with these broadcasters to reach a larger audience and build brand recognition.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Italy is also influenced by macroeconomic factors. Italy has a stable economy and a large consumer base, which makes it an attractive market for advertisers. Additionally, the increasing disposable income of Italian consumers has led to higher spending on entertainment, including television and video content. This has created a lucrative market for advertisers to tap into. In conclusion, the TV & Video Advertising market in Italy is experiencing growth due to customer preferences for television and video content, as well as the increasing popularity of digital advertising and programmatic advertising. The unique media landscape in Italy, along with the country's stable economy and large consumer base, further contribute to the growth of the market. Advertisers are capitalizing on these trends and investing in TV & Video Advertising to reach their target audience effectively.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.