Executive Briefing

Internet Advertising in Italy: exceeded 2 billion euros in 2015

In 2015 the advertising market (Tv, Press, Radio and Internet) in Italy is worth € 7.4 billion, a slight increase (+3%) from 2014...

Marta Valsecchi, Internet Media Observatory Research Director, Osservatori Digital Innovation of Politecnico di Milano

In 2015 the advertising market (Tv, Press, Radio and Internet) in Italy is worth € 7.4 billion, a slight increase (+3%) from 2014.

Internet Advertising reaches € 2.15 billion, a growth of 11%, strengthening its position as second Italian advertising media with 29% market share (27% in 2014), behind Television that is worth 49% (50% in 2014). Press loses even more ground from last year, dropping to 17% (18% in 2014), while, as in 2014, Radio continues to have a 5% marginal share. The European scenario is very different in terms of relevance of each media, where Press still has a stronger position compared to Italy, reaching 25%, at the expense of Television, worth 33%. In 2015 the Internet has become the first media in Europe, mainly due to the UK market where the value of online advertising is 43% of overall media.

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