The Advertising and Market Research Gross Value Added (GVA) in Italy has shown varied trends over the years, standing at 5.05 billion euros in 2023. From 2013 to 2023, the sector saw periods of decline, stabilization, and growth, with significant contractions in 2013 and 2020. The CAGR over the last five years was 2.24%, reflecting overall growth despite occasional dips.
From 2024 onwards, forecasts suggest a steady rise with a 5-year CAGR of 1.43%, reaching 5.53 billion euros by 2028. Annual growth rates from 2023 to 2028 depict a moderate yet consistent upward trajectory.
Future trends to watch for include digital transformation, increased reliance on data analytics, and shifts towards sustainable advertising models. Monitoring advancements in AI and its impact on market research methods will also be crucial.
