The Italian advertising and market research sector experienced fluctuating turnover from 2013 to 2023 and stood at 10.97 billion euros in 2023. The sector showed modest growth from 2013 to 2017, followed by a sharp decline in 2018 and an even more notable drop in 2020 due to probable economic disruptions. Recovery attempts were seen from 2021 to 2023, but the overall trend pointed downward, culminating in a slight recovery in 2023 with a 0.98% year-on-year increase. The overall 5-year CAGR for 2023 stood at -1.71%, indicating negative growth momentum over the last five years.
Future projections anticipate continual declines in sector turnover, with the 5-year forecast CAGR at -2.54%, pointing to a significant drop in value by 2028. This forecasted downturn suggests ongoing challenges for the sector, potentially driven by broader economic factors, technological disruptions, and shifts in advertising/media consumption patterns.
- Fluctuating turnover from 2013 to 2023.
- Marked decline in 2018 and 2020.
- Slight recovery trend from 2021 to 2023.
- Turnover at 10.97 billion euros in 2023.
- Negative 5-year CAGR of -1.71% by 2023.
- Forecasted downturn with -2.54% CAGR through 2028.
Trends to watch for include the integration of digital technology in advertising, shifts towards more personalized and data-driven market research, and the influence of macroeconomic conditions impacting advertising budgets and strategies.
