Employment in the advertising and market research sector in Italy has shown fluctuations over the past decade. It stood at 33.09 thousand FTEs in 2023. After peaking at 38.1 thousand in 2013, employment dropped significantly in 2014 and then exhibited moderate growth, reaching 34.86 thousand by 2018. The sector experienced a sizeable decline in 2020 due to the global pandemic, decreasing to 29.8 thousand FTEs. Since then, it has gradually recovered, with forecasts predicting slight increases through 2028, maintaining a CAGR of 0.13% with a forecasted growth rate of 0.64% over five years.
Looking ahead, key trends to monitor include digital transformation driven by technological advancements, the increasing importance of data analytics, and the shift towards more personalized advertising strategies. Additionally, socioeconomic factors and policy changes in the European Union could influence employment trends in this sector.
