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Advertising spends rise worldwide, digital soon to overtake TV

The increase in investment is mainly in the network, according to estimates by the Dentsu Aegis Network.

The global advertising market continues to grow in 2018, according to the estimates of the Dentsu Aegis Network, which published the 2018 edition of the forecast on global advertising spending. A positive trend is also recorded in Italy, although with a growth lower than expected.

The total turnover of advertising spending worldwide will increase in 2018 by around 4% year-on-year to $613.5 billion. The estimate has been revised upwards after an initial estimate of 3.6 percentage points in early January.

Spending on advertising worldwide

According to the report, the development of mobile devices has ensured the differentiation of channels, allowing a quarter of investments to be made on a global scale. In fact, the digital sector will be the most important media in terms of expenditure for 21 of the 59 markets covered by the analysis.

Globally, TV plays an increasingly less important role in the sum of advertising investments. The study predicts that the digital investment budget will soon surpass that for TV entertainment.

The situation in Italy

Italy appears to be slightly at odds with the results of the global report: the growth estimate has in fact been revised downwards by Dentsu. The initial hypothesis that forecast a 2% increase now estimates a growth of 1.4%, a figure that will fall further in 2019 to 1.1%.

Investment in TV media

The Italian people’s favourite means of entertainment and information remains television. It is natural that a large part of the investments are poured into this media: even the online giants, including Amazon, Netflix and Zalando, are pushing the television channels, constantly increasing their budgets and becoming the main investors in the television medium in our country.

Total advertising expenditure in Italy was around EUR 95 billion in 2017, a significant increase of more than 10% compared to 2015.


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