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Advertising in Italy - statistics & facts

2020 was not the rosiest year for Italy’s advertising market, with revenue shrinking by one tenth due to the influence of the COVID-19 pandemic. Ad spending was expected to bounce back in 2021, under an increasingly digital configuration. Pandemic woes notwithstanding, 2020 marked the year in which digital surpassed television as the main advertising medium in Europe’s fourth largest economy. Digital also turned out to be the medium that best weathered 2020’s downswing, encountering minimum contraction compared to media such as radio, cinema, or outdoor. Given Italy’s love for all things food, it comes as no surprise that the latter was the industry with the highest advertising spending; however, Italy’s largest advertising spender was auto giant Volkswagen.

Traditional media

Digital’s rise all the same, television remains one of the most popular and widespread media in Italy, with a growing ad spend to boot. Mediaset was the country’s top TV sales house, accounting for more than half of national television advertising spending. Radio, cinema, and outdoor ad spending decreased considerably in 2020, with the first two media expected to make timid gains in 2021. Outdoor was projected to quickly regain lost ground in 2021 and 2022, before flatlining over the following three years. Newspaper advertising’s downward slope was accelerated by the COVID-19 pandemic and was projected to continue in a steady fashion over the next five years. A decrease in print newspaper ad spending was accompanied by an equivalent gradual increase in digital newspaper ad spending – an increase that is however not big enough to balance out print’s losses.

Digital media

After years of being hot on the heels of television advertising, digital managed to surpass it in 2020 and is now moving towards securing at least half of the country’s whole advertising pie. As far as devices are concerned, mobile internet was expected to surpass desktop internet’s ad spending share in 2023. Mobile-savvy Italy was among the largest social media advertisers in Europe, after the United Kingdom, Germany, and France.

Consumer perception

The country’s level of trust in general media has been hovering under 50 percent throughout the last decade, with almost one third of Italians considering the country’s main TV channels to be a reliable source of information – more so than any other source. In a survey about online advertising carried out in 2020 and 2021, almost half of the respondents stated that they were often annoyed by advertising on the internet. Almost one third of Italian respondents said they trusted social media advertising, while seven out of ten Italian social media users did not want to diminish their time spent on social networks during 2020.

Key figures

The most important key figures provide you with a compact summary of the topic of "Advertising in Italy " and take you straight to the corresponding statistics.

Traditional media

Digital media

Consumers

Interesting statistics

In the following 5 chapters, you will quickly find the 32 most important statistics relating to "Advertising in Italy ".

Advertising in Italy

Dossier on the topic

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Advertising in Italy - statistics & facts

2020 was not the rosiest year for Italy’s advertising market, with revenue shrinking by one tenth due to the influence of the COVID-19 pandemic. Ad spending was expected to bounce back in 2021, under an increasingly digital configuration. Pandemic woes notwithstanding, 2020 marked the year in which digital surpassed television as the main advertising medium in Europe’s fourth largest economy. Digital also turned out to be the medium that best weathered 2020’s downswing, encountering minimum contraction compared to media such as radio, cinema, or outdoor. Given Italy’s love for all things food, it comes as no surprise that the latter was the industry with the highest advertising spending; however, Italy’s largest advertising spender was auto giant Volkswagen.

Traditional media

Digital’s rise all the same, television remains one of the most popular and widespread media in Italy, with a growing ad spend to boot. Mediaset was the country’s top TV sales house, accounting for more than half of national television advertising spending. Radio, cinema, and outdoor ad spending decreased considerably in 2020, with the first two media expected to make timid gains in 2021. Outdoor was projected to quickly regain lost ground in 2021 and 2022, before flatlining over the following three years. Newspaper advertising’s downward slope was accelerated by the COVID-19 pandemic and was projected to continue in a steady fashion over the next five years. A decrease in print newspaper ad spending was accompanied by an equivalent gradual increase in digital newspaper ad spending – an increase that is however not big enough to balance out print’s losses.

Digital media

After years of being hot on the heels of television advertising, digital managed to surpass it in 2020 and is now moving towards securing at least half of the country’s whole advertising pie. As far as devices are concerned, mobile internet was expected to surpass desktop internet’s ad spending share in 2023. Mobile-savvy Italy was among the largest social media advertisers in Europe, after the United Kingdom, Germany, and France.

Consumer perception

The country’s level of trust in general media has been hovering under 50 percent throughout the last decade, with almost one third of Italians considering the country’s main TV channels to be a reliable source of information – more so than any other source. In a survey about online advertising carried out in 2020 and 2021, almost half of the respondents stated that they were often annoyed by advertising on the internet. Almost one third of Italian respondents said they trusted social media advertising, while seven out of ten Italian social media users did not want to diminish their time spent on social networks during 2020.

Interesting statistics

In the following 5 chapters, you will quickly find the 32 most important statistics relating to "Advertising in Italy ".

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