Communications Regulatory Authority

Table 1.25. Advertising investments in Europe (€ billion)
2003 2004 2005
Television 26.1 28.2 29.1
Press, of which 40.7 42.4 43.3
- daily newspapers 25.4 26.5 27.2
- magazines 15.3 15.9 16.2
Outdoor advertising 5.3 5.5 5.7
Radio 4.4 4.8 5.1
Internet 1.5 2.0 2.8
Cinema 0.7 0.7 0.8
Total 78.7 83.7 86.8
Source: processing on Zenith Optimedia
The analysis of the percentage composition of investment shares (table 1.26.)
shows some stability in investors’ preferences, in particular, television remains stable,
the press records a slight drop, whereas the Internet increases significantly its market
share, even if it remains - as total weight - marginal compared to traditional media. As
against values in 2003 and 2004, outdoor advertising, radio and cinema do not record
any change as to their position in the period taken into consideration.
Table 1.26. Advertising investments in Europe
2003 2004 2005
Television 33.2 33.7 33.5
Daily newspapers 32.3 31.7 31.3
Magazines 19.5 19.0 18.6
Outdoor advertising 6.7 6.6 6.6
Radio 5.6 5.7 5.8
Internet 1.9 2.4 3.2
Cinema 0.9 0.9 0.9
Total 100.0 100.0 100.0
Source: processing on Zenith Optimedia data
Investments in the Italian market
In 2005 investments in the Italian market (table 1.27.) 6 reached 8.6 billion euros,
and in the period taken into consideration they account for about 10% of the total value
of advertising investments at European level. The overall growth of investments almost
6
Researches to census investments on the Italian market may have – also due to the different methodological approaches -
differences in terms of investments value which, in some cases, can be significant. However, for the analysis of the Italian market it
was deemed as appropriate to use, in the first instance, the same source reported for the assessment of the world and European
environment in order to be able to make international comparisons on a homogeneous basis.
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