Communications Regulatory Authority

Cinema 12.0 7.6 -11.2
Total 2.2 0.8 -0.9
Source: processing on Zenith Optimedia data
The breakdown of investments (table 1.29.) 7
shows that television receives more than 50% of total investments, unlike what happens
in Europe where this value is 33%, with a differential of 20 percentage points compared
to the press which is the second channel of investment. In a mirror-like way the press,
which in Europe obtains about 50% of advertising resources, records values slightly
over 30% in Italy.
Shares of investments obtained by outdoor
advertising and radio are around 6%, a figure in line with the European average. The
Internet with a share of 1.4% is well below the European average where advertising
investments on the net cover 3.4% of the total value.
Table 1.29. Advertising investments in Italy (%)
2003 2004 2005
Television 52.3 53.6 53.6
Press 33.9 32.1 32.2
Outdoor advertising 6.1 6.0 5.9
Radio 5.6 6.1 6.0
Internet 1.2 1.2 1.4
Cinema 0.9 0.9 0.8
Total 100.0 100.0 100.0
Source: processing on Zenith Optimedia data
From the analysis of the investments by product category (tables 1.30 and 1.31.),
first of all, it appears some stability in the customers portfolio of the various means of
communication. Food constitutes the main source of revenue, contributing for nearly
15% to overall investments, followed by cars with 12% and TLC services having a
share of 8%.
From the examination of the portfolio composition of each means, it emerges
that food invests most of its resources in television (87%) and weights about 22% on the
overall investments obtained by this mean. Whereas other investors, such as those of the
clothing sector, are more oriented towards magazines and outdoor advertising.
7 Since some differences in the market shares of the various media according to the research used are observed, in order to process
these data an average value resulting from Zenith Optimedia and UPA researches has been calculated.
106