perspectives

Transcript

perspectives

WINNING
PERSPECTIVES
SEPTEMBER 2015 — ITALY
Consumer and media insights to win the market challenges
VIEW FROM THE TOP
Editorial by the MD of Nielsen Italy
IN THE INDUSTRY
Overview of key economic indicators and emerging trends
DEEP DIVE THE MARKET
Consumer buying behavior and sales trends
ENGAGE THE CONSUMER
Insights to engage the consumer in the era of media fragmentation
STAY CONNECTED
For comments and more details, contact the editorial team
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Where were we?
W
inning Perspectives is the new
Nielsen report that reflects the
evolution of the Watch & Buy
Report. New name, new structure, new digital
and interactive format, but the same content
— critical to the success of the Watch & Buy
Report: insights into buying behavior, FMCG
trends, media and the advertising market,
always with an overview of the Italian economic
situation, the most strategic market and sector
trends and those of other countries. 2014
was the year that witnessed the slowdown of
negative trends, but with no signs of recovery.
It was in fact 2015 that started with signs of
this long-awaited recovery, albeit with slow
growth rates. Our country is emerging from
recession and Italian families are recovering
their purchasing power, thanks to a favorable
economic climate fueled by the decisions
of the ECB (European Central Bank), the
fall in inflation and in the price of crude oil.
The return of consumer confidence in
particular encourages us to remain positive.
After the jump made during the first
quarter (57, +11 points vs. the beginning of
2014), Italian consumer confidence was
rejuvenated in the following three months.
It is clear that there is some dynamism, which
must still be transformed into a structured
and organic driving force; however the
confidence index is rising above 50 points,
reaching a most encouraging result that Italy
has been awaiting for four years. Advertising
market trends also confirm these fundamental
transitional trends in Italy. The reduced decline
in investment, which has characterized this
first part of the year, forecasts at long last a
market share above zero at the end of 2015.
By definition, advertising trends follow those
of consumption. With a slight increase in
food sales in supermarkets, we can see also an
increase in terms of advertising in this sector.
Expo 2015 has certainly played its part... In
any case, food is picking up again in Italy and
we would not expect anything else for the year
in which the world has passed through here.
Giovanni Fantasia
WINNING PERSPECTIVES - ITALY | Copyright © 2015 The Nielsen Company. All rights reserved
THE AIM NOW IS TO BE
ABLE TO TRANSFORM
THIS POSITIVE VISION
THAT IS GRADUALLY
SPREADING INTO
ENDURING CONSUMER
SPENDING
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Overview of key economic indicators and emerging trends
MAIN ECONOMIC
INDICATORS
CONSUMER
CONFIDENCE
GLOBAL
SURVEY
NIELSEN
INSIGHTS
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Main economic indicators
In June 2015 there was a slight acceleration
+0.2% in inflation, up by 0.2% compared to the
previous year. The main types of expenditure
that contribute to general inflation are:
alcoholic beverages and tobacco (+3.0%), expenditure on
education (+1.9%), hospitality and catering services (+1.6%).
The unemployment rate continues to
+2.7% increase (+2.7% on an annual basis) and
reached 12.7% in June 2015. However, the
number of economically inactive individuals
is decreasing and there is therefore
greater participation in the labor market. This allows
the employment rate to grow on a quarterly basis that,
together with the increase in the number of jobs, augurs
more favorable developments in the coming months.
ISTAT (Istituto Nazionale di Statistica —
+0.7% the Italian National Institute of Statistics)
estimates that GDP will grow by 0.7% on an
annual basis, the highest rise in the past four
years. This variation is due to the increase in
domestic consumption and a higher added value from the
service sector and the industrial one, in the strictest sense
of the word. They negatively affect the agriculture and
construction sectors.
Source: ISTAT, June 2015 (2015 vs. 2014)
For the first time in years, in the second quarter of the year the business confidence
index exceeded the 100 points of 2010, reaching 104.7 in June. Confidence is up in
sectors such as construction, market services, retail trade and manufacturing, and
all with levels finally above 100.
SECTOR TOTAL BUSINESS
100
80
60
JUN ‘14
JUN ‘15
95.3
40
20
0
104.7
Source: ISTAT — June 2015
PERCENTAGE CHANGE OF THE COUNTRY’S GDP
United
States
Brazil
Europe
South
Africa
Turkey
Russia
India
Australia
China
Japan
+2.5
-1.5
+1.8
+2.0
+3.0
-3.4
+7.5
+2.8
+6.8
+0.8
Source: IMF World Economic Outlook, July 2015
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Consumer confidence around the world
In the second quarter of 2015, the global confidence
index lost one point compared to the first quarter,
stabilizing at 96. Globally, the confidence index was
stable in the last year, while it differed regionally and
for individual nations.
CONSUMER CONFIDENCE INDEX
Trend Q2 2105 vs. Q1 2015 — 60 countries — Average 96 | -1
India
131
Philippines
+1
China
Europe is the only region that grew in the quarter,
reaching its highest level in the last five years (79): 21
of the 32 European countries were more optimistic
than at the start of the year. Denmark, the UK and
Switzerland are the most confident countries, where
consumer confidence continued to grow in the quarter.
Ukraine, Serbia, Greece and Italy are the worst.
Germany lost three points in the second quarter,
mainly because of concerns relating to terrorism,
health, and an increase in prices. Ukraine experienced
an increase in points, during the ceasefire in February,
and greater monetary stability has contributed to a
more favorable climate (but it still remains among the
least confident).
107
Confidence in other regions is down: North America
lost five points compared to the first quarter, although
it is an optimistic area (101 points), Latin America (at
83, the lowest since 2009) and the Middle East/Africa
(94) lost three and two points respectively, while Asia
Pacific (107) remained stable in the quarter.
78
New Zealand
-3
-4
Ireland
88
105
Singapore
99
Japan
+1
-5
99
Russia
+4
France
+3
ITALY
Hungary
-2
53
-2
90
-1
+2
-4
87
+1
Serbia
-12
52
-7
72
59
+5
89
48
-5
87
0
-1
83
79
-1
70
-3
Portugal
+1
Ukraine
0
-3
Poland
Croatia
+4
61
97
Latvia
Spain
Slovenia
-3
Germany
Lithuania
-3
81
-6
South Africa
+1
84
101
Brazil
+6
73
-6
Chile
84
Source: Nielsen, Consumer Confidence and Spending Intentions Global Survey, Q2 2015
+1
Bulgaria
75
53
89
-7
Malaysia
Turkey
88
Greece
-4
+1
81
+4
Australia
Argentina
82
0
98
108
United States
102
Taiwan
84
62
+2
Sweden
+5
-3
Switzerland
98
Venezuela
+6
66
88
-8
Netherlands
+4
111
United Arab Emirates
Pakistan
Canada
Slovakia
+6
78
+2
92
+6
104
Estonia
+4
83
-1
Mexico
Belgium
Finland
55
+3
85
Romania
68
105
Thailand
Vietnam
Czech Rep.
Egypt
+3
112
Hong Kong
Israel
-1
88
Austria
83
-1
92
-1
United Kingdom
Norway
-4
85
-2
Denmark
120
Colombia
Peru
95
+7
Saudi Arabia
+1
99
122
Indonesia
57
-3
South Korea
+7
45
-1
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Consumer confidence in Italy
CONSUMER CONFIDENCE INDEX
EU VS. ITALY
98
Europe
96
97
96
80
Fewer people had to change spending habits to save money: 69% vs. 74% in Q2 2014,
with a continuous decrease started in 2014, after the peaks of 2013 that exceeded 80%.
The most common measures taken for reducing family expenditure include fewer meals
out of home (64%), followed by cutting back on new clothing (61%) and entertainment
out of home (60%), buying cheaper food brands (53%) and cutting back on vacations
and short breaks (45%).
INCLINED TO SAVE
60
Measures taken in order to save
Italy
40
47
57
45
53
Have cut back
on meals out of
home
Spend less
on clothing
Use remaining money
69%
Savings
Clothing
20
Have reduced
entertainment
out of home
0
Q3 - 2014
Q4 - 2014
Q1 - 2015
Q2 - 2015
Source: Nielsen, Consumer Confidence and Spending Intentions Global Survey
The confidence index of Italians was at 53 points, losing
four points following the optimism attained in the first
quarter of 2015, when the country had reached 57 points.
Buy cheaper
food brands
Have cut back
on vacations
and short breaks
Vacation/Travel
of Italians adopt
measures to save money,
the figure was 74%
a year ago
Source: Nielsen, Consumer Confidence and Spending Intentions Global Survey, Q2 2015
Entertainment
out of home
New technological
products
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Although Italians are still very critical of the economic recovery of the country, the beginning of
2015 recorded a slight increase in confidence with regard to the recession: the percentage of Italians
who consider that the country is in recession fell by five percentage points compared to last year
(90% vs. 95% in Q2 2014).
Furthermore, there is positivity concerning the future of the recession: 16% believe that the crisis
will be over in the next 12 months, compared to other European countries such as Great Britain,
France and Spain that are at 13, 10 and 9 points respectively. It would seem, then, that despite
the various difficulties, the government is slowly generating positivity among the Italians. In
terms of job prospects, 12% of the population is now confident, up by two points compared to
Q2 2014. There was also an increase of two points as regards the Italians’ belief that the time
is right to buy the goods that they need.
16% of Italians believe this. If this growth were to continue in the coming months, it would
bode well for the recovery of consumption.
WHAT ITALIANS ARE THINKING
Positive trend in Q2 2015 compared to Q2 2014
+2
-5
+2
+2
16%
12%
Believe that
the recession
will end in 2016
Believe in the revival
of the labor market
90%
16%
Think that the time
is right to make
purchases
Think that Italy
is in recession
Source: Nielsen, Consumer Confidence and Spending Intentions Global Survey, Q2 2015 vs. Q2 2014
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Italians increasingly attentive to the health value of food
Nutrition is one of the most hotly debated topics of our era. We have
focused on the eating habits of Italian consumers and the most significant
finding is certainly that of a new approach to food, with ever greater
attention to the health value of food and awareness that a healthy diet is
the most appropriate means to prevent and manage physical dysfunctions
such as high cholesterol, hypertension, diabetes and obesity.
BASIC
The analysis suggests that 57% of Italians consider themselves overweight
and 53% (46% in 2011) would like to lose weight: to lose weight, 75% intend
to change their diet (83% in 2011), 73% to do physical exercises (54% in
2011). Of the most widespread changes in diet, fighting fat remains the
top priority for 64% of Italians.
With regard to the distinctive features of food, we are able to identify
three macro-areas in which consumers are most interested and for
which sales have grown, bucking the trend of contraction relative
to the recession.
Italians mainly look for, among other things, 100%
natural products (considered important by 45% of
the population), no artificial colorings (indicated
by 43%), GMO-free (42%), made with vegetable/
fruit and without artificial flavors (36%), high in
fiber (30%), organic and with natural flavorings
(26%).
To confirm this, organic foods recorded revenues
of €866 million in 2014, a 14% increase compared
to the previous year.
BACK TO BASICS
45%
43%
100% natural ingredients
No artificial colorings
42%
GMO-free
Fruit/vegetable-based
Without artificial flavors
BASIC
Back
to Basics
LOW
Less
is More
ADD
More
is More
Organic
Natural flavors
Source: Nielsen Global Survey on Health, Wellness and Nutrition, 2015
26%
26%
36%
36%
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"Free-from" products often offer a health benefit:
cholesterol free (important for 35% of respondents),
fat free (29%), sodium free (28%), sugar free (27%),
calorie free (22%). Italians are also concerned with
portion control (21%) as well as carbohydrate-free
(18%), low fructose (16%), caffeine-free (12%) and
gluten free (11%) products.
Different “free-from” and more easily digestible
products have grown in the last year: low-fat chips and
cheese (revenues of €25 million, +10%), lactose-free
milk (€477 million, +15%) and gluten-free products
(€101 million, +31%).
LESS IS MORE
Low in/without sodium
Low in/without sugar
Low in calories/calorie free
Portion control
Low in carbohydrate/without carbohydrate
Low fructose
Caffeine free
Gluten free
ADD
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Having “more” of certain nutrients is important for
health; particularly products that are high in fiber,
whole-grain, enriched with calcium, proteins and
vitamins are in demand.
An increase in sales of dietary supplements has
been measured, which have generated revenues of
€232 million (+3%) in 2014, and whole-grain foods
(sales of €235 million, +11%).
MORE IS MORE
High in fiber
Wholewheat
Enriched with calcium
35%
Low in cholesterol/cholesterol free
Low in/without fat
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29%
28%
27%
22%
21%
18%
16%
12%
11%
High in protein
Enriched with vitamins
Enriched with minerals
High in unsaturated fats
Enriched with micronutrients
22%
19%
18%
18%
16%
15%
30%
11%
Food as a source of well-being is a growing trend, offering advantages
not only for consumers but also manufacturers and supermarkets,
which should be aware of the change in consumer mindset in
order to implement policies for the development of new products,
increasingly natural and decreasingly processed.
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Nielsen Insights
59% OF PROMOTIONAL SALES CREATE VALUE IN
ITALY, BUT POINT OF SALE LOYALTY IS THE LOWEST
IN EUROPE
More than $500 billion is spent on trade promotion
worldwide, an investment equal to 20% of revenues.
HE WHO FINDS A MILLENNIAL, FINDS A TREASURE
More than 11 million Italians belong to the Millennial
generation: demanding, technologically advanced,
informed and with good buying power.
ITALIANS ARE AMONG THE MOST INCLINED TO
INNOVATION IN EUROPE
Innovation is important. Innovation provides business
growth, profitability and enables success even in
challenging times of economic recession.
MULTICHANNEL ITALIANS
WAR OF SCREENS IN ITALY: THE STRUGGLE TO MAKE
ONESELF “SEEN” IN THE DIGITAL WORLD
We live in a digital age and we want to enjoy content on
demand. This is confirmed by 72% of the Italians who love
the freedom of being connected anytime, anywhere.
E-COMMERCE IN FMCG
60% of Italians browse online before buying in-store, 46%
read reviews online and 25% use smartphones in store to
look for discounts and sales promotions.
According to the Osservatorio Multicanalità, in 2015,
60% of individuals over the age of 14 are multichannel
consumers and are identified as smartshoppers.
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Consumer buying behavior
and sales trends
CONSUMPTION
TRENDS
SEGMENT
TRENDS
SHOPPING
CART
CHANGES
TRENDS BY
SECTOR AND
BY CHANNEL
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Consumption trends
CONSUMER KPI
In the second quarter of 2015, average spending per family for FMCG
was approximately €1165, down by 1.6% compared to the same period
the year before.
FMCG SALES IN EUROPE
For the fifth consecutive quarter, FMCG sector volumes in Europe
have posted a positive result. In particular, in the second quarter of
2015 growth in volumes is +0.7%. This, together with dynamic positive
prices (+1.7%), has increased FMCG revenues with an overall growth
of +2.4%. Of 21 countries, only 11 have posted negative revenues.
Most notable is the UK’s negative result due to a decline in prices,
which may, however, serve as a prelude to an increase in volumes in
the third quarter of 2015. France’s performance is good, and this is
also a significant result for Europe’s recovery as a whole.
Purchase frequency was below 50 purchases in the quarter
with a decrease of two purchases compared to the corresponding
quarter of 2014.
SALES TRENDS IN EUROPE
Change Q2 2015 vs. Q1 2015
Value
Prices
2.4%
1.7%
0.4%
0.6%
EUROPE
The increase in the average receipt (±3.1%) does not compensate
for the drop in frequency of purchase.
ITALY
Source: Nielsen, Growth Reporter, Q2 2015
Source: Nielsen, Consumer Panel
Volumes
0.7%
-0.2%
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At the end of the first half of 2015, the negative
trend concerning the “recession” baskets was
confirmed, having been observed gradually
from the beginning of the year: Home
Cooking and Basics (especially Breakfast),
have now ceased to grow, leaving space in
Italian shopping carts for Ready-to-Eat and
Fast and Easy products. The Ready-to-Eat
segment reveals a slowdown in the purchase
of indulgent products, on the increase
during the golden era of Home Cooking and
Basics, a sign that the sacrifices made in the
entire shopping cart were compensated by
purchasing more from the impulse/indulgent
category. Today, however, there are positive
signs in the categories that have the biggest
impact on receipts, such as the products with
service content (e.g. packaged sliced meats,
gourmet ready meals and frozen ready meals)
of the Ready-to-Eat and Quick and Easy
segments. The only group that follows the
same past trend is Health and Wellness, a
set of products that, mainly thanks to Health
Benefits, also grew to double figures in June.
The world of Health Benefits is growing thanks
to the contribution of Gluten-free products:
soy milk, rice milk, pasta and cookies are the
categories guiding its growth.
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Basket trends
BASKET TRENDS IN JUNE
Distribuzione Moderna
% Change year ending in June 2015 compared to the previous year concerning quantities (sales at constant prices) and values0
HOME
COOKING
BASICS
READY-TO-EAT
QUICK AND
EASY
-0.3% VOL
-2.3% VAL
-0.7% VOL
-0.6% VAL
+2.6% VOL
+2.7% VAL
+3.7% VOL
+3.2% VAL
Basic Dishes
(First Courses)
+2.6% VOL
+2.7% VAL
+10.1% VOL
+10.1% VAL
First Course
Ready Meals
Happy Hour
at Home
+1.0% VOL
+2.3% VAL
+3.1% VOL
+3.9% VAL
-0.7% VOL
+1.0% VAL
Wellness
+7.0% VOL
+7.3% VAL
Breakfast
Main Course
Ready Meals
-1.9% VOL
-2.6% VAL
+18.7% VOL
+15.9% VAL
Gourmet
+13.9% VOL
+8.8% VAL
Snacks/
Indulgences
-0.9% VOL
-0.7% VAL
Source: Nielsen, Trade*Mis
TRENDY
HEALTH AND
CONSUMPTION
WELLNESS
Health Benefits
+30.6% VOL
+28.1% VAL
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VALUE INDEX COMPARED TO JANUARY 2013
ROLLING PERIOD
Year ending in January 2013 = 100, Distribuzione Moderna
BASIC DISHES — FIRST COURSES
FIRST COURSE READY MEALS
101.8
98.6
HAPPY HOUR AT HOME
95.7
Jun 2015
Jun 2015
105.7
Jun 2015
WELLNESS
116.8
Jun 2015
Jun 2015
BREAKFAST
GOURMET
128.3
98.6
Jun 2015
SNACKS
INDULGENCES
MAIN COURSE READY MEALS
Jun 2015
HEALTH BENEFITS
112.5
Jun 2015
162.4
Jun 2015
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Shopping cart changes
SHOPPING CART CHANGES
3.5%
3.5
3.0
3.4%
SALES PROMOTIONS
HYPERMARKET+SUPERMARKET+SELF-SERVICE
Intensity index %
Inflation
30 29.3
Change in Prices
-1.0%
Change in Mix
-1.8%
2.5
2.5%
%
2.2%
Q2 2014
2.0
1.7%
1.5
-1.8%
1.3%
0.9%
-0.9%
0.0
2011
2012
2013
0.4%
2014
Source: Nielsen, Top4Top
0.8%
0.3%
Q1
2015
Q2
2015
Inflation for Q2 2015 is increasing compared to Q1, while downgrading
of the shopping cart (change in mix) confirms attempted recovery
and remains at the levels of the first quarter of 2015.
FMCG ADVERTISING
Data in € million
-0.5%
-0.6%
0.5
0.4%
Q2 2015
1.3%
1.0
%
839 862
1H 2014
Source: Nielsen, BD Adex
1H 2015
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Trends by sector and by channel
TREND % VS. VALUE
PRIVATE LABEL TRENDS
Q2 2015 vs. Q2 2014
Grocery
+6.0%
6
Food & Bev
Q2 2015 vs. Q2 2014
Drug
Private Label Share Value %
+10.5%
+6.5%
Hypermarket + Supermarket + Self-service
18.2%
Q2 2014
4
+3.2%
18.4%
Q2 2015
Private Label Intensity Index %
Hypermarket + Supermarket + Self-service
22.4%
Q2 2014
21.9%
Q2 2015
A slight increase in the share of Private Labels, while promotional pressure
decreases (promotional trend in line with Grocery Total).
2
0
+0.5%
+0.2%
+0.4%
+0.1%
-0.2%
-2
-2.0%
Total Italy
Hypermarket + Supermarket
+ Self-service
Discount
Drug Specialists
The second quarter of 2015 records an on-going, slightly positive trend
in Italy Total, mainly driven by Discount. Hypermarkets, Supermarkets
and Self-Service highlight the challenges, in particular concerning
Household and Health and Beauty Care (Drug).
€65.9 m
Food Distribution
Investments
Discount share
exceeds the 12%
threshold
%change
Jan–Jun 2015 vs. Jan–Jun 2014
%change
Jan–Jun 2015 vs. Jan–Jun 2014
+7.5% +0.5%
Flyer Presence
Share Stable
13.6%
Private
Labels 8.8%
Leading
Brands
Source: Nielsen, Folder@Net,
Share of 100% ongoing flyers
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Insights to engage the consumer in the era of media fragmentation
MEDIA USAGE
SOCIAL TV
ADVERTISING
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Usage of the main media
AUDIENCE AND TIME
% Change Jun 2015 — daily average
Audience
Time
-2.3%
-4.7%
TV
-5.2%
-19.3%
Internet
via PC
+14.7%
+26.7%
Mobile
-20
-15
-10
-5
0
5
10
Sources: Nielsen Auditel, Nielsen Audiweb, Nielsen Mobile Media, Nielsen BD Adex.
15
20
25
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Smartphones and tablets are increasingly present in the life of Italians
TV
Despite the strong drive
of the Internet, there are
still 43 million Italians who
watched television in June.
As a daily average, around
3 hours 45 minutes were spent
watching TV, with an average
minute rating of 9 million
Italians, slightly down from
the June 2014 statistic. The
monthly decline, probably also
due to changes in weather, is
strongly mitigated if the first
half of the year is taken into
consideration, with an average
audience up by 0.7%, while the
time spent in front of the TV
fell only by 1.8%.
INTERNET
The deployment of the Internet
in Italy continues to grow, with
41 million people stating that
they have Internet access,
i.e. 85.5% of the population
aged 11–74 years, up by 1.9%
compared to June 2014. The
driving force behind this growth
is the smartphone, with no less
than 30 million Italians who say
they use it as a tool to access
online content, 19.5% more than
last year. On average, nearly
22 million Italians browse the
Internet each day, up by 5.9%.
More than 60% of 18–34 year
olds do this, as well as more than
half of 35–54 year olds.
PC
The computer continues to
lose its role as a device for
online access, with a significant
decrease in daily audience
(-5.2%) and especially the
time spent using it (-19.3%).
In addition, now only 30% of
the total time Italians spend
online is via a PC.
MOBILE
Driving the growth are mobile
devices, such as smartphones
and tablets, which compared
to last year recorded doubledigit growth both in terms of
audience (+14.7%) and time
spent daily using them (+26.7%).
Daily averages of mobile access
exceed that of PC by 40% and
almost 40 minutes more are
spent on the Internet browsing
from a smartphone or tablet.
Finally, it is interesting to note
that 85.5% of this time is via
app use.
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Social TV
THE METRICS OF SOCIAL TV
Social activity follows the TV program schedule
Unique Author
Cumulative Tweet
Net
(Millions)
382,200
353,000
334,000
302,000
293,000
275,300
6.4
4.3
3.4
J
F
M
A
M
J
J
Unique Audience
283,000
F
313,000
299,000
284,000
233,000
M
A
A
3.4
M
J
(Millions)
433
223
193
J
M
3.6
Cumulative Impression
Media Quot.
332,100
F
4.9
M
J
J
F
M
188
A
249
126
M
J
Source: Nielsen Twitter TV Ratings, January–June 2015
The second quarter ended with 12 million Tweets on TV. 2.2 million less than in
Q1. 2.2 million is exactly the number of Tweets posted about Sanremo. Excluding
Sanremo, the trend is consistent with the previous quarter. Talent/reality is a
particularly significant genre. Interesting numbers for talk-shows, particularly
political ones. Sport, despite occupying only 5% of TV schedules, has generated
25% of Twitter TV activity.
DATA FOR BROADCASTERS
Canale 5 is the network that has collected the most Tweets and
Impressions, with the successes of Amici (also strong in the
afternoon session broadcast in Real Time), Isola dei Famosi and
the Champions League. Of the Free-to-Air services are Raiuno,
thanks to the Festival of Sanremo, then Raidue, driven by the
results of The Voice. The large following of political talk and indepth programs on Twitter, has rewarded La7 and Raitre.
On pay-TV platforms, there are large numbers for talent shows,
particularly with Masterchef and Italy's Got Talent on Sky Uno,
good results for the TV series broadcast by Sky Atlantic and Fox
Life. On pay-TV platforms there are also channels emerging that
broadcast national and international soccer (Sky Sport e Calcio,
Mediaset Premium and Fox Sports), followed by dedicated
channels for motor sports (in particular Sky F1 and Sky Moto
GP) and other sports such as tennis and cycling (Sky Sport and
Eurosport again).
SOCIAL TV AND BRAND
In the second quarter, the overlap measured by Nielsen Social
between Twitter TV Authors, and Brand Authors was 58%.
230,000 users posted at least one Tweet about a TV program
and at least one Tweet about one of the 500 brands in this
survey. Telecommunications, Food and Beverages are the
industries that record the largest number of authors common
to both brand and TV programs.
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The advertising market
In the first half of 2015,
overall advertising income
on the web in Italy exceeded
a billion, more precisely
€1.06 billion, covering 26%
of total investment, recording an increase
of nearly 2 p.p. compared to the same
period in 2014.
In the first half of 2015, advertising
trends, including the estimate of web
revenues not currently monitored
(primarily search and social), was down
by 0.2% compared to the same period in
2014. TV, which was most affected by the absence of
world football championships, ended the cumulative
period of January–June down by 3.0%.
-0.2
5
+8.2
% CHANGE ADV. BY MEDIUM
ADV. SHARE BY MEDIUM
RADIO
Good signals from
Out of Home.
This was up by
8.2% thanks to
the
campaigns
dedicated to Expo 2015.
Jan–Jun 2015 vs. 2014
OTHER
7
(Direct mail, Cinema,
and Out-of-Home
are included under “Other”)
TOT. MARKET
TV
15
-3.0%
8.0%
INTERNET
PRINT
PRINT
-0.2%
-6.3%
7.5%
RADIO
8.2%
OUT OF HOME
-0.2%
CINEMA
INTERNET
TV
26
47
Source: Nielsen, estimated net advertising investments.
DIRECT MAIL
-4.2%
0
Source: Nielsen – AdEx estimate of the advertising market in the first half of the year of 2014 vs. 2015
— inclusive of all types of Internet advertising, comprising the Nielsen estimate of the Total Digital medium
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For comments and details please contact
the authors of this edition of Winning Perspectives
GIOVANNI FANTASIA
RAFFAELLA BOGLIARDI
Innovation Practice Manager
[email protected]
Senior Business Consultant
[email protected]
MARZIA ZOPPI
BARBARA SALVAGNO
MICHELA MAIELLO
Managing Director Italy & Greece
[email protected]
Retailer Services Associate Manager
[email protected]
Client Service Executive
[email protected]
STEFANO RUSSO
Client Service Executive
[email protected]
SANDY SUARDI
Business Consultant
[email protected]
OMBRETTA CAPODAGLIO
Marketing & Communication Manager
[email protected]
Nielsen Insights
Twitter @NielsenItaly
The Nielsen Company (Italy) S.r.l.
Centro Direzionale Milanofiori,
Strada 6, Palazzo A12 - Assago (MI), Italy
Tel. +39 02 32118 001
Fax. +39 02 32118 011
www.nielsen.com

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