The gross investment in Italy's advertising and market research sector exhibited significant fluctuations from 2013 to 2023, experiencing both substantial growth and notable declines. The actual gross investment reached 156.3 million euros in 2023, marking an increase of 6.25% from the previous year. Forecasted data for 2024 to 2028 suggest a relatively stable outlook with slight decreases, indicative of a maturing market.
From 2013 to 2023, investments saw dynamic year-on-year variations, with peaks in 2017 (58.64%) and 2015 (63.98%), while 2013 (-55.49%) and 2020 (-31.75%) marked significant downturns. The overall Compound Annual Growth Rate (CAGR) for the last five years stood at -0.18%, reflecting a minor annual average decrease.
Looking ahead, trends to watch for include increased digitization and technological advancements, which could drive a shift in investment focus, and the potential impact of economic factors such as inflation and market confidence on advertising spend.