2019 was a year to celebrate for Facebook and its advertising revenue, while all other sectors had little to toast about. Let’s look at some figures together… (all data refers to the Italian market only)
Total advertising was 8.8 billion euros (a nice -0.9% compared to 2018) and industrial production in general fell by -1.3%.
Print media recorded a solid -11.6% (-10% for newspapers, -13.9% for magazines)
Television -5.3%
Traditional mail -3%
Outdoor billboards -8.4%
And then there are the notorious Over The Top platforms, or those you’d have to shoot to stop…
Total internet advertising revenue in general posted a solid +8.3% advertising revenue (3.3 billion)
What’s really interesting is that “traditional” web, thought to be done for, posted a +3.5%
The giants (Google and Facebook leading the way) obliterated everyone with a +9.2%. It’s worth noting that these titans alone collect 85% of the 3.3 billion—truly not bad!
But if we were to rank the most important sectors? Here it is…
TV 41% (against 43% in 2018)
Digital 38.2% (against 35% in 2018)
Print 10%
Radio 5%
Conclusion: Digital is advancing, especially thanks to now-mainstream platforms like Google Ads and Facebook Business Manager.
Sources: nielsen.com and sole24ore.com
