Advertising in Italy

Introduction

Advertising in Italy industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value 2006-10, and forecast to 2015). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the Italy advertising market. Includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

Highlights

*The advertising industry consists of agencies providing advertising including display advertising services. The industry value reflects income of the agencies from such services. Any currency conversions used in the creation of this report have been calculated using constant 2010 annual average exchange rates.

*The Italian advertising industry had total revenue of $1,327.7 million in 2010, representing a compound annual rate of change (CARC) of -1% between 2006 and 2010.

*The Food, Beverage & Personal/Healthcare segment was the industry's most lucrative in 2010, with total revenue of $339.8 million, equivalent to 25.6% of the industry's overall value.

*The performance of the industry is forecast to accelerate, with an anticipated compound annual growth rate (CAGR) of 1% for the five-year period 2010 - 2015, which is expected to drive the industry to a value of $1,396.3 million by the end of 2015.

Features

Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the advertising market in Italy

Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the advertising market in Italy

Leading company profiles reveal details of key advertising market players’ global operations and financial performance

Add weight to presentations and pitches by understanding the future growth prospects of the Italy advertising market with five year forecasts

Macroeconomic indicators provide insight into general trends within the Italy economy

Key Questions Answered

What was the size of the Italy advertising market by value in 2010?

What will be the size of the Italy advertising market in 2015?

What factors are affecting the strength of competition in the Italy advertising market?

How has the market performed over the last five years?

Who are the top competitiors in Italy's advertising market?
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TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET SEGMENTATION I 11
MARKET SEGMENTATION II 12
FIVE FORCES ANALYSIS 13
Summary 13
Buyer power 14
Supplier power 15
New entrants 16
Substitutes 17
Rivalry 18
LEADING COMPANIES 19
Euro RSCG Worldwide 19
WPP Group plc 20
The Interpublic Group of Companies, Inc. 25
MARKET FORECASTS 29
Market value forecast 29
MACROECONOMIC INDICATORS 30
APPENDIX 32
Methodology 32
Industry associations 33
Related Datamonitor research 33
Disclaimer 34
ABOUT DATAMONITOR 35
Premium Reports 35
Summary Reports 35
Datamonitor consulting 35

LIST OF TABLES
Table 1: Italy advertising industry value: $ million, 2006–10 10
Table 2: Italy advertising industry segmentation I:% share, by value, 2010 11
Table 3: Italy advertising industry segmentation II: % share, by value, 2010 12
Table 4: Euro RSCG Worldwide: key facts 19
Table 5: WPP Group plc: key facts 20
Table 6: WPP Group plc: key financials ($) 23
Table 7: WPP Group plc: key financials (£) 23
Table 8: WPP Group plc: key financial ratios 23
Table 9: The Interpublic Group of Companies, Inc.: key facts 25
Table 10: The Interpublic Group of Companies, Inc.: key financials ($) 27
Table 11: The Interpublic Group of Companies, Inc.: key financial ratios 27
Table 12: Italy advertising industry value forecast: $ million, 2010–15 29
Table 13: Italy size of population (million), 2006–10 30
Table 14: Italy gdp (constant 2000 prices, $ billion), 2006–10 30
Table 15: Italy gdp (current prices, $ billion), 2006–10 30
Table 16: Italy inflation, 2006–10 31
Table 17: Italy consumer price index (absolute), 2006–10 31
Table 18: Italy exchange rate, 2006–10 31

LIST OF FIGURES
Figure 1: Italy advertising industry value: $ million, 2006–10 10
Figure 2: Italy advertising industry segmentation I:% share, by value, 2010 11
Figure 3: Italy advertising industry segmentation II: % share, by value, 2010 12
Figure 4: Forces driving competition in the advertising industry in Italy, 2010 13
Figure 5: Drivers of buyer power in the advertising industry in Italy, 2010 14
Figure 6: Drivers of supplier power in the advertising industry in Italy, 2010 15
Figure 7: Factors influencing the likelihood of new entrants in the advertising industry in Italy, 2010 16
Figure 8: Factors influencing the threat of substitutes in the advertising industry in Italy, 2010 17
Figure 9: Drivers of degree of rivalry in the advertising industry in Italy, 2010 18
Figure 10: WPP Group plc: revenues & profitability 24
Figure 11: WPP Group plc: assets & liabilities 24
Figure 12: The Interpublic Group of Companies, Inc.: revenues & profitability 28
Figure 13: The Interpublic Group of Companies, Inc.: assets & liabilities 28
Figure 14: Italy advertising industry value forecast: $ million, 2010–15 29


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