Digital's rise all the same, television remains one of Italy's most popular and widespread media, with a stable ad spend to boot. Radio and cinema ad spending were expected to make timid gains in 2023. Outdoor ad spending was projected to rise in 2023 before flatlining over the following three years. Newspaper advertising's existing downward slope was accelerated by the COVID-19 pandemic and is projected to continue steadily over the next years. A yearly decrease in print newspaper ad spending was accompanied by an equivalent gradual increase in digital newspaper ad spending.
Digital is enjoying its new number-one status
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 Europe's largest social media advertisers, after the United Kingdom, Germany, and France.
GroupM takes the largest slice of pie
GroupM was the media group with the largest market share in Italy in 2022, with almost one-third of total activity value. Regarding media agencies, Wavemaker ruled over the competition, with a market share of nearly 20 percent. Italy's ad market has also proven successful on the European stage, with the Milan chapter of Publicis beating all competition in being elected the most creative ad agency in Europe.
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