The net operating surplus in the advertising and market research sector in Italy experienced significant fluctuations from 2013 to 2023. The value in 2023 stood at 1.98 billion euros, reflecting a slight decline of 0.65% from the previous year. Overall, during the last five years, the compound annual growth rate (CAGR) was nearly flat at -0.026%. From 2024 onwards, the forecast shows a gradual decline, with a forecasted 5-year CAGR of -0.55%, leading to the sector reaching 1.92 billion euros by 2028.
Future trends to watch for:
- The impact of digital transformation and AI on advertising and market research.
- The adaptation of traditional market research firms to new data-driven research methods.
- Regulatory changes in data privacy affecting market research.
- Economic factors influencing advertising budgets.
