September 2013

THE GLOBAL MEDIA INTELLIGENCE REPORT September 2013 eMarketer Team

Italy ■■ Italy’s

February 2013 general election eventually produced a coalition, led by center-left politician Enrico Letta, in April 2013. But the government is extremely unstable, and another election will likely be called in late 2013 or early 2014. In the interim, officials will make little headway in promoting economic recovery. The banks have kept interest rates for private borrowers high, stifling potential activity among individuals and small, family-run businesses—major contributors to the well-being of many residents. Talk of Italy defaulting on its debts has died down, but the country is still in dire financial straits. According to the IMF, Italian GDP contracted by 2.4% in 2012 and will shrivel by a further 1.8% in 2013—before rising 0.7% in 2014. In early September, the EIU noted that “the recession may be close to bottoming out,” though output did shrink by 0.2% in the quarter ended June 2013. The same source commented with approval that Italy’s macroeconomic environment is showing promise, moving in tandem with reforms aimed at encouraging private enterprise and competition. Nonetheless, “the unresolved shortcomings of the legislative and judicial systems” will dismay many investors. Inflation, measured in terms of the consumer price index, was well under control in August 2013, at 1.13%, the EU reported. But unemployment seems to be stuck at more than 11%—near a 20-year high—and is not expected to fall appreciably for many months, though Prime Minister Letta has highlighted this problem as a “top priority” for his government.

■■ TV

still trumps all other media in Italy. Over 96% of people 14 and older polled by GfK Eurisko for its 2013 “Sinottica Survey, Wave 1” had watched free-to-air TV programming in the previous week—a proportion apparently constant since 2012. The popularity of cable and satellite TV fell sharply, though, perhaps as a result of pressure on consumers’ discretionary spending. While 58.7% said they watched cable TV in the week before sampling last year, more recently the percentage was just 45.3%. Satellite TV viewing had dropped by a similar margin, from 33.0% to 22.0%. TV— from whatever delivery method—topped the engagement rankings as consumers clocked up an average 3 hours and 43 minutes each day with their sets in 2012. By comparison, radio registered 2 hours and 49 minutes, magazines 42 minutes, and newspapers just over half an hour per day, on average.

The Global Media Intelligence Report

■■ Internet

usage in Italy has languished well behind Western European norms. In 2013, 32.6 million residents, or 53.1% of the population, will go online at least once per month, eMarketer predicts. This slow takeup mirrors the relatively low reach of broadband. Barely half of all households in Italy—an estimated 53.3%—will have a fixed, high-speed connection to the web in 2013. That proportion will creep up to 55.0% in 2017.

■■ Internet

users remained notably younger than Italy’s other media audiences. As in 2012, 21.0% of web users were in the 14-to-24 age bracket in early 2013; the proportion ages 65 or older had barely risen, from 4.2% to 4.6%. The male bias in the online population also increased as men accounted for 53.2% of web users. Some other gender imbalances were also accentuated, GfK Eurisko reported, such as among magazine readers (61.7% female). Women also outnumbered men among TV viewers, whether free-to-air or cable.

■■ Italy

will register a marginal increase in the total number of mobile connections this year, to 151.2% of the population. Some 49.9 million people of all ages will use a mobile phone in 2013—81.1% of the population, eMarketer projects. Penetration will continue to rise at about 1 percentage point per year through 2017. By comparison, smartphone ownership is leaping ahead, though the lack of disposable income for many consumers has somewhat constrained this trend. An estimated 41.0% of Italy’s mobile phone users will have a smartphone this year—one-third of the entire population. As in other markets across Europe, smartphone owners are an elite and attractive audience for advertisers: GfK Eurisko found that more than one in five of these individuals lived in high-income households.

■■ As

in 2012, the number of mobile phone owners with a smartphone in 2013 will be virtually identical to the total using the mobile web (42.0%, eMarketer estimates). Clearly, these two markets are developing in close parallel. Mobile internet use rose by nearly 30% in both 2012 and 2013, for example, while smartphone penetration jumped by about 33% in both years. Yet judging by GfK Eurisko data, some differences remain between Italy’s smartphone and mobile internet populations—though these are diminishing with time. The mobile internet audience was 55.9% male in early 2013, as were 54.3% of smartphone users. High-income individuals made up 24.3% of people going online via mobile, vs. 20.8% of smartphone users. And a greater share of mobile phone web users came from the 18-to-34 age group—48.9%, compared with 40.6% of smartphone owners.

Copyright ©2013 eMarketer, Inc. All rights reserved. WE-43

Italy ■■ Tablets, which

registered little if any consumer takeup in Western Europe during 2011 and early 2012, have since made up for lost time in many markets. In Italy, 5.5% of residents ages 14 and older had access to such a device in early 2013, according to GfK Eurisko. But eMarketer forecasts that even modest penetration will produce a tablet audience of 12.1 million this year. And users epitomize the affluent, male audience many advertisers seek. Nearly one-third (32.5%) of all tablet owners belonged to the highest income levels in 2013, GfK Eurisko reported, and men claimed more than half (54.1%) of the total. comprehensive economic malaise and drastically reduced consumer spending power have wrought havoc with the advertising industry. Total media ad spending plunged by 9.0% in 2012, eMarketer estimates, and will slide a further 1.5% this year, to $11.23 billion, before rebounding 1.5% in 2014. Other firms estimate more severe shrinkage in both 2012 and 2013, and lower ad spending overall. ZenithOptimedia, for example, has predicted a far more precipitate 12.2% drop in ad expenditure in the country this year, compounded by another 2.6% fall next year, and does not foresee any advance before 2015. Unlike our estimates for total ad investment, ZenithOptimedia bases its “Advertising Expenditure Forecasts” on quite different methodology and does not include as many categories of digital and mobile spending. This results in much lower estimates for outlay on all measured media. The source has calculated that spending will fall—often by double digits—in every category except internet advertising, which will expand by 2.1% this year to approximately $1.11 billion. Only TV will attract a larger share of ad budgets—but the gap between the two remains immense.

■■ eMarketer

estimates that digital ad spending in Italy will reach $1.65 billion in 2013, up 9.0% year over year. We expect annual double-digit growth rates to continue through 2017, when investment in digital ads will hit $2.51 billion. Display will claim the lion’s share, making up about 44.8% of digital ad outlays this year. Mobile ad spending is growing more rapidly, though, and has exceeded our 2012 forecasts. This year, expenditure on mobile platforms will rise by an estimated 90.0%, to $198.0 million. By 2017, Italy’s market in mobile advertising will be worth nearly $916 million, eMarketer projects.

■■ Italy’s


POPULATION Population in Italy, 2010-2017 millions 60.7

61.0

61.3

61.5

61.7

61.9

62.0

62.1

2010

2011

2012

2013

2014

2015

2016

2017

Note: population as of July for each year Source: US Census Bureau, International Data Base, June 2012 160073

www.eMarketer.com


Italy

MEDIA

Average Time Spent with Media per Day in Italy, 2012 minutes

Media Penetration in Italy, 2012 & 2013 % of population

TV

223

Radio

TV viewers (1)

169

96.2%

Internet

96.2%

Magazines 42

Mobile phone users

31

90.0% 90.8% Internet users (2) 54.7%

73

Newspapers

Note: ages 14+ Source: GfK Eurisko, "Eurisko Media Monitor (EMM), Feb-Dec 2012," 2013; provided by Starcom MediaVest Group, June 1, 2013 160631

www.eMarketer.com

52.1% Magazine readers (3)

Demographic Profile of Media Users in Italy, 2013 % of total

51.9% 48.9% Newspaper readers (4) 51.6% 48.7%

Internet users*

Radio listeners*

Mobile phone users

Magazine readers**

TV viewers*

Newspaper readers***

Cable TV viewers*

Radio listeners (1) 45.8% 47.4%

Gender

Cable TV viewers (5) 58.7% 45.3%

53.2%

48.8%

47.8%

47.7%

52.5%

38.3%

60.2%

Female

46.8%

51.2%

52.2%

52.3%

47.5%

61.7%

39.8%

14-17

7.4%

4.6%

4.3%

5.4%

3.7%

3.6%

2.6%

18-24

13.6%

9.1%

8.2%

10.9%

9.9%

7.5%

6.6%

25-34

21.0%

15.3%

13.8%

16.8%

18.7%

14.4%

14.4%

35-44

24.5%

19.8%

18.0%

19.3%

23.7%

18.9%

19.6%

45-54

19.0%

18.3%

17.1%

18.2%

19.9%

17.6%

19.6%

55-64

9.9%

14.5%

14.6%

13.0%

12.3%

15.0%

16.0%

65+

4.6%

18.4%

24.0%

16.5%

11.8%

23.0%

21.2%

Age

Smartphone owners 39.5% 34.9% Social network users 37.3% 41.9% Satellite TV viewers (1) 33.0%

Socioeconomic status

22.0% Mobile phone internet users 8.1% 13.2%

2013

Note: ages 14+; (1) past 7 days; (2) 2012, used in the past 3 months from any location; 2013, past 7 days from any location; (3) read weekly (in the past 30 days) and monthly (in the past 4 months) publications; used in the past 3 months from any location; (4) read in the past 7 days (information, financial, sports); (5) 2012, subscribe at home; 2013, past 7 days from all locations Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013 160661


Low

21.6%

28.8%

30.2%

29.5%

26.8%

26.2%

24.3%

Medium

59.1%

55.9%

55.3%

54.9%

57.2%

56.4%

57.0%

High

19.2%

15.3%

14.5%

15.7%

16.0%

17.4%

18.7%

Note: numbers may not add up to 100% due to rounding; *used in the past 7 days from any location; **read weekly (in the past 30 days) and monthly (in the past 4 months) publications; ***read in the past 7 days (information, financial, sports) Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013

Tablet owners 5.5% 2012

Male

160662

www.eMarketer.com

www.eMarketer.com


Italy

INTERNET

Demographic Profile of Internet Users in Italy, 2013 % of total

Internet Users and Penetration in Italy, 2011-2017 millions, % of population and % change

30.1 49.3%

32.6

31.4 51.2%

53.1%

35.0

33.9

56.6%

55.0%

65+ 4.6%

36.8

36.0

59.3%

58.0%

55-64 9.9% Female 46.8%

18-24 13.6%

45-54 19.0%

Male 53.2%

14-17 7.4%

25-34 21.0% 35-44 24.5%

Gender

4.7%

4.3%

2011

2012

Internet users

4.1%

3.9%

3.2%

2.7%

2.5%

2013

2014

2015

2016

2017

% of population

Age High 19.2%

Low 21.6%

% change

Note: individuals of any age who use the internet from any location via any device at least once per month Source: eMarketer, April 2013 155106

Medium 59.1%

www.eMarketer.com


Comparative Estimates: Internet Users and Penetration in Italy, 2012-2017 2012 2013

2014

2015

2016

2017

Internet users (millions)

Note: used in the past 7 days from any location; numbers may not add up to 100% due to rounding Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013 160663

www.eMarketer.com

31.4

32.6

33.9

35.0

36.0

36.8

GroupM, March 2013

28.2

29.9

-

-

-

-

Audiweb, Jan 2013 (2)

38.4

-

-

-

-

-

Cisco Systems, May 2013

37.0

-

-

-

-

43.0

Jefferies, Sep 2012

35.8

-

-

-

-

-

Households (millions)

12.3

Nielsen, Dec 2012 (3)

29.6

-

-

-

-

-

—% change

4.0% 4.7% 2.8% 2.7% 1.4% 1.3% 1.1%

comScore Inc., March 2013 (4)

28.7

-

-

-

-

-

—Household penetration

eMarketer, April 2013

(1)

eMarketer, April 2013

2011 2012 2013 2014 2015 2016 2017

51.2% 53.1% 55.0% 56.6% 58.0% 59.3%

—% change

12.9

13.3

13.6

13.8

14.0

14.2

50.5% 52.3% 53.3% 54.2% 54.5% 54.8% 55.0%

Subscriptions (millions) 14.2

Internet penetration (% of population) (1)

Fixed Broadband Households and Subscriptions in Italy, 2011-2017

14.7

15.2

15.6

15.9

16.1

16.3

4.4% 3.5% 3.4% 2.6% 1.9% 1.4% 1.0%

79.6%

-

-

-

-

-

Note: includes connections with permanent access to the internet via cable modem, DSL, fiber and wireless/satellite technologies; excludes mobile Source: eMarketer, April 2013

Pew Research Center Global 62.0% Attitudes Project, Dec 2012 (6)

-

-

-

-

-

155323

ITU, June 2013 (7)

58.0%

-

-

-

-

-

Eurostat, March 2013 (8) IStat, Dec 2012 (9)

56.0% 52.5%

-

-

-

-

-

Comparative Estimates: Fixed Broadband Households and Penetration in Italy, 2012 & 2013

GfK Eurisko (5)

54.7% 52.1%

-

-

-

-

Audiweb, Jan 2013 (2)

Note: (1) individuals of any age who use the internet from any location via any device at least once per month; (2) ages 11-74; access via home PC, mobile phone, school/university PC, tablet, TV, video game console, work PC and other; (3) home and work locations; (4) ages 15+; home and work locations; three-month average for Q4 of each year; (5) ages 14+; 2012 used in the past three months from any location; 2013 used in the past seven days from any location; (6) ages 18+; at least occasionally; (7) includes those using the internet from any device (including mobile phones) in the past 12 months; (8) ages 16-74; all locations; accessed the internet in the past three months; (9) ages 6+ who have used the internet in the past 12 months Source: eMarketer, April 2013; various, as noted, 2012 & 2013 163320

www.eMarketer.com

2012

2013

eMarketer*, April 2013

12.9

13.3

GroupM, March 2013

12.7

13.2

Fixed broadband households (millions)

Fixed broadband household penetration (% of households) GroupM, March 2013

53.0%

55.0%

eMarketer*, April 2013

52.3%

53.3%

Eurostat, March 2013

55.0%

-

Note: *includes connections with permanent access to the internet via cable modem, DSL, fiber and wireless/satellite technologies; excludes mobile Source: eMarketer, April 2013; various, as noted, 2013 163321


www.eMarketer.com

www.eMarketer.com


Italy Social Network Users and Penetration in Italy, 2011-2017 2011

2012

2013

2014

2015

2016

2017

15.8

18.2

20.0

21.6

22.8

23.7

24.7

—% change

27.8% 15.0% 10.2%

8.0%

5.3%

4.3%

4.0%

—% of internet users

52.5% 57.9% 61.3% 63.7% 65.0% 66.0% 67.0%

—% of population

25.9% 29.6% 32.6% 35.0% 36.8% 38.3% 39.7%

Social network users (millions)

Note: internet users who use a social network site via any device at least once per month Source: eMarketer, April 2013 155632

Demographic Profile of Social Network Users in Italy, 2013 % of total 65+ 3.1% 55-64 6.4%

Female 47.3%

www.eMarketer.com

Comparative Estimates: Social Network User Penetration in Italy, 2012 & 2013 % of internet users 2012 eMarketer, April 2013

Deloitte*, May 2013

57.9% 61.3% Use via any device at least once per month -

45-54 15.2% Male 52.7%

25-34 24.9%

Age High 17.5%

All ages

18-24 17.1%

35-44 24.1%

Gender Age

2013 Usage

14-17 9.4%

Low 25.1%

30.0% Use via any device daily 14+

GlobalWebIndex, Feb 2013 78.0%

-

-

-

Ipsos OTX, Jan 2013

67.0%

-

Use via any device at least 1 hour per day

16-64

Pew Research Center Global Attitudes Project, Dec 2012

61.0%

-

Have ever used

Ofcom, Dec 2012

59.0%

-

Use at home

18+

IAB Europe, Oct 2012

48.0%

-

Use daily

16+

Medium 57.4%

18+ Socioeconomic status

Note: *includes chat and forums Source: eMarketer, April 2013; various, as noted, 2012 & 2013 163322

www.eMarketer.com

Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013 160664

www.eMarketer.com

Facebook Users and Penetration in Italy, 2011-2017 2011

2012

2013

2014

2015

2016

2017

12.9

16.3

18.0

19.3

20.3

21.3

22.1

—% change

41.6% 26.1% 10.1%

7.7%

5.2%

4.7%

3.8%

—% of social network users

81.9% 89.8% 89.7% 89.5% 89.4% 89.7% 89.6%

Facebook users (millions)

—% of internet users 43.0% 52.0% 55.0% 57.0% 58.1% 59.2% 60.0% —% of population 21.2% 26.6% 29.2% 31.4% 32.9% 34.3% 35.6% Note: internet users who access their Facebook account via any device at least once per month Source: eMarketer, April 2013 155852


www.eMarketer.com


Italy

MOBILE

Mobile Phone Users in Italy, 2011-2017 millions, % of population and % change

Mobile Connections in Italy, 2011-2017 millions, % of population and % change 91.9 150.6%

150.9%

151.2%

151.8%

151.5%

50.7

51.5

79.9%

81.1%

82.2%

83.2%

84.1%

85.0%

78.5%

2.2%

1.9%

1.7%

1.5%

1.3%

1.3%

2012

2013

2014

2015

2016

94.6

94.3

93.9

93.4

93.0

92.4

49.9

52.8

48.9

52.1

47.9

152.3%

152.0%

5.8%

0.6%

0.6%

0.6%

0.5%

0.5%

0.4%

2011

2012

2013

2014

2015

2016

Mobile connections

0.4% 2017

% of population

% change

Note: data is for Dec of each year; includes the total number of mobile connections, for mobile phones as well as for nonvoice devices, such as internet access devices (e.g., wireless modem cards, netbooks and mobile Wi-Fi hotspots), ereaders, tablets and telematics systems Source: eMarketer, May 2013 157470

www.eMarketer.com

2011

Mobile phone users

% of population

Note: individuals of any age who own at least one mobile phone and use the phone(s) at least once per month Source: eMarketer, May 2013 157634

www.eMarketer.com

Demographic Profile of Mobile Phone Users in Italy, 2013 % of total 14-17 4.6%

Comparative Estimates: Mobile Connections and Penetration in Italy, 2012-2016 2012

2013

2014

2015

2017 % change

2016

Yankee Group, Sep 2012

94.9

96.8

98.1

99.1

99.5

eMarketer*, May 2013

92.4

93.0

93.4

93.9

94.3

AGCOM**, June 2013

92.6

92.5

-

-

-

Datamonitor, Aug 2012

90.0

91.0

91.0

91.0

92.0

ITU, June 2013

97.2

-

-

-

-

18-24 9.1%

65+ 18.4%

Mobile connections (millions) Male 48.8%

25-34 15.3%

55-64 14.5%

Female 51.2%

35-44 19.8%

45-54 18.3%

Mobile connection penetration (% of population) eMarketer*, April 2012

150.9% 151.2% 151.5% 151.8% 152.0%

ITU, June 2013

159.5%

-

-

-

Gender

-

Note: *data is for Dec of each year; **excludes mobile virtual network operators Source: eMarketer, May 2013; various, as noted, 2012 & 2013 163353

Age High 15.3% Low 28.8%

www.eMarketer.com

Medium 55.9%

Socioeconomic status Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013 160665


www.eMarketer.com


Italy Smartphone Users and Penetration in Italy, 2011-2017 2011

2012

2013

2014

2015

2016

2017

11.5

15.4

20.4

25.8

31.4

34.7

35.9

—% change

95.4% 33.7% 33.0% 26.2% 21.6% 10.5%

3.6%

—% of mobile phone users

24.0% 31.4% 41.0% 50.9% 61.0% 66.5% 68.0%

—% of population

18.8% 25.1% 33.3% 41.8% 50.8% 55.9% 57.8%

Smartphone users (millions)

Note: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month Source: eMarketer, May 2013 157368

Demographic Profile of Mobile Phone Internet Users in Italy, 2013 % of total 55-64 4.5%

45-54 12.5% Female 44.1%

www.eMarketer.com

Male 54.3%

Age

18-24 16.4%

Medium 57.1%

25-34 24.2%

35-44 24.9%

Low 18.6%

High 24.3%

14-17 8.4%

45-54 16.0%

18-24 20.4%

35-44 23.4%

Male 55.9%

Gender

65+ 3.0%

Female 45.7%

14-17 10.2%

25-34 28.5%

Demographic Profile of Smartphone Owners in Italy, 2013 % of total 55-64 7.1%

65+ 0.5%

Socioeconomic status Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013

Gender

Age High 20.8%

160667

Low 20.9%

www.eMarketer.com

Tablet Users in Italy, 2011-2017 millions, % of internet users and % of population 18.1 15.4

Medium 58.3%

16.5

13.9 12.1 10.0

Socioeconomic status Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013 160666

www.eMarketer.com

Mobile Phone Internet Users and Penetration in Italy, 2011-2017 Mobile phone internet users (millions)

2011

2012

2013

2014

2015

2016

2017

12.5

16.2

20.9

26.4

31.9

35.2

36.4

—% of mobile phone users

26.0% 33.0% 42.0% 52.0% 62.0% 67.5% 69.0%

—% of population

20.4% 26.4% 34.1% 42.7% 51.6% 56.8% 58.7%

—% of internet users

41.4% 51.5% 64.1% 77.7% 91.1% 97.9% 98.9%

—% change

44.8% 29.7% 29.7% 25.9% 21.0% 10.3%

4.9% 10.0% 3.0

32.0%

16.4% 2011

2012

Tablet users

37.0%

41.0%

44.0%

46.0%

49.0%

22.6%

24.9%

26.7%

29.1%

19.6% 2013

2014

2015

2016

2017

% of internet users

% of population

Note: individuals of any age who use a tablet at least once per month Source: eMarketer, May 2013 157577

www.eMarketer.com

3.5%

Note: mobile phone users of any age who access the internet from a mobile browser or an installed application at least once per month; use of SMS/MMS is not considered mobile internet access Source: eMarketer, May 2013 157253


www.eMarketer.com


Italy Demographic Profile of Tablet Owners in Italy, 2013 % of total 65+ 5.6% 55-64 9.5% Female 45.9%

14-17 6.7% 18-24 13.1%

45-54 23.5%

Male 54.1%

25-34 16.9% 35-44 24.7%

Gender

High 32.5%

2013

2014

2015

eMarketer*, Aug 2013

$11.4

$11.2

$11.4

$11.6

GroupM**, Aug 2013

$10.2

$9.0

$9.2

-

ZenithOptimedia***, June 2013

$7.5

$6.6

$6.4

$6.5

Nielsen*, Feb 2013

$9.5

-

-

-

Total ad spending growth (% change) eMarketer, Aug 2013

-9.0%

-1.5%

1.5%

Barclays Capital, Jan 2013

-12.6%

-3.0%

-5.0%

-

Carat, March 2013

-12.0%

-4.8%

0.4%

-

-8.1%

-

ZenithOptimedia, June 2013

-13.1%

-12.2%

-2.6%

GroupM, Aug 2013

-12.5%

-12.5%

2.6%

Nielsen, Feb 2013

-14.3%

www.eMarketer.com

TV

AD SPENDING Total Media Ad Spending in Italy, 2011-2017 billions and % change $11.23

-

www.eMarketer.com

$11.92

$12.18

2010

2011

2012

2013

2014

2015 $3,402

$4,887

$4,736

$4,011

$3,490

$3,385

6.0%

-3.1%

-15.3%

-13.0%

-3.0%

0.5%

Internet*

$462

$1,026

$1,090

$1,112

$1,164

$1,243

20.1%

122.2%

6.2%

2.1%

4.7%

6.8%

$1,357

$1,249

$1,013

$793

$727

$698

—% change

-3.6%

-8.0%

-18.9%

-21.7%

-8.3%

-4.0%

Magazines

$840

$808

$661

$560

$520

$500

—% change

-5.4%

-3.7%

-18.3%

-15.3%

-7.2%

-3.8%

Radio

$624

$576

$517

$439

$431

$437

—% change

7.7%

-7.8%

-10.2%

-15.0%

-2.0%

1.5%

Outdoor

$255

$230

$203

$189

$185

$185

—% change

1.4%

-10.0%

-11.5%

-7.0%

-2.0%

0.0%

$57

$49

$40

$33

$31

$31

12.2%

-15.0%

-18.7%

-18.0%

-5.0%

0.0%

$8,483

$8,674

$7,535

$6,616

$6,443

$6,496

3.8%

2.2%

-13.1%

-12.2%

-2.6%

0.8%

Newspapers

$11.65

-

-

—% change —% change

$11.40

0.8%

Ad Spending in Italy, by Media, 2010-2015 millions and % change

Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by Starcom MediaVest Group, June 1, 2013

$11.40

-

163355


$12.53

-

2.2%

Note: *converted at the exchange rate of US$1=€0.78; **converted to US$ based on varying local currency rates for each year; ***converted at the exchange rate of US$1=€0.779 Source: eMarketer, Aug 2013; various, as noted, 2013

Medium 55.0%

160669

2012 Total ad spending (billions)

Warc Consensus, June 2013

Age

Low 12.4%

Comparative Estimates: Total Media Ad Spending in Italy, 2012-2015

Cinema —% change Total —% change

Note: converted at the exchange rate of US$1=€0.779; numbers may not add up to total due to rounding; *classifieds, display and search Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013; provided by Starcom MediaVest Group, June 2013 0

0.1%

2012

2011

-9.0%

2013 -1.5%

Total media ad spending

1.5%

2.2%

2.3%

2.2%

2014

2015

2016

2017

159953

www.eMarketer.com

% change

Note: includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV; converted at the exchange rate of US$1=€0.78; CAGR (2012-2017)=1.3% Source: eMarketer, Aug 2013 162192


www.eMarketer.com


Italy Digital Ad Spending in Italy, by Format, 2011-2017 billions

Digital Ad Spending in Italy, 2011-2017 billions and % change

$2.51

$2.51 $2.28 $2.05

$2.05 $1.83 $1.44

$1.52

$1.65

$1.52 $0.01 $0.28

$1.44 $0.01 $0.28

$0.55

$0.52

16.0% 5.2% 2011

2012

9.0%

2013

Digital ad spending

12.0%

11.0%

2014

2015

11.0%

$0.01 $0.30 $0.60

10.0%

2016

2017

% change

$0.64

$0.68

$0.74

2011

2012

2013

Display*

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising; CAGR (2012-2017)=10.6%; converted at the exchange rate of US$1=€0.78 Source: eMarketer, June 2013; confirmed and republished, Aug 2013 158889

$1.65

www.eMarketer.com

Search**

$1.83 $0.01 $0.33 $0.68

$0.01 $0.36 $0.76

$0.82

$0.92

2014

2015

$2.28 $0.01 $0.40

$0.01 $0.44

$0.93 $0.84

$1.02

2016

Classifieds and directories

$1.13

2017 Other***

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets on all formats mentioned; numbers may not add up to total due to rounding; converted at the exchange rate of US$1=€0.78; *banners (static display), rich media, sponsorships and video (in-stream, in-banner, in-text); **paid listings, contextual text links and paid inclusion; ***in-game advertising, newsletter advertising and email Source: eMarketer, June 2013; confirmed and republished, Aug 2013 158943

www.eMarketer.com

Comparative Estimates: Digital Ad Spending in Italy, 2012-2017 2012

2013 2014 2015 2016 2017

Digital ad spending (billions) PwC*, June 2013

$1.79 $2.09 $2.38 $2.70 $2.97 $3.16

GroupM**, Aug 2013

$1.61 $1.70 $1.84

eMarketer*, Aug 2013

$1.52 $1.65 $1.83 $2.05 $2.28 $2.51

ZenithOptimedia***, June 2013

$1.09 $1.11 $1.16 $1.24

-

-

IAB Europe*, May 2013

$1.82

-

-

-

-

-

Nielsen*, Feb 2013

$0.85

-

-

-

-

-

-

-

-

-

$3.80

-

BCG, March 2012

-

-

15.0% 19.2% 17.2%

PwC, June 2013

18.1% 16.9% 13.6% 13.3% 10.2%

eMarketer, Aug 2013 MAGNA GLOBAL, March 2013

-

-

$915.7

-

Digital ad spending growth (% change) Barclays Capital, Jan 2013

Mobile Internet Ad Spending in Italy, 2011-2017 millions and % change

-

90.0% 66.3%

$567.9

$366.4 44.9%

55.0%

$198.0

6.3%

5.2% 9.0% 11.0% 12.0% 11.0% 10.0%

$732.6

85.0%

$62.7

29.0%

$104.2

-

6.8%

-

-

-

-

GroupM, Aug 2013

9.0%

5.7%

8.3%

-

-

-

2011

ZenithOptimedia, June 2013

6.2%

2.1%

4.7%

6.8%

-

-

Mobile internet ad spending

Nielsen, Feb 2013

5.3%

-

-

-

-

-

2012

2013

2014

2015

2016

25.0% 2017

% change

Note: *converted at the exchange rate of US$1=€0.78; **converted to US$ based on varying local currency rates for each year; ***converted at the exchange rate of US$1=€0.779 Source: eMarketer, Aug 2013; various, as noted, 2012 & 2013

Note: includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets; converted at the exchange rate of US$1=€0.78; CAGR (2012-2017)=54.4% Source: eMarketer, June 2013; confirmed and republished, Aug 2013

163375

159191


www.eMarketer.com

www.eMarketer.com


Italy Comparative Estimates: Mobile Ad Spending in Italy, 2012-2017 2012

2013

2014

2015

2016

2017

Mobile ad spending (millions) FirstPartner*, April 2012

$160.4 $300.8 $436.3 $520.3 $558.9

-

eMarketer**, Aug 2013 $104.2 $198.0 $366.4 $567.9 $732.6 $915.7 PwC**, June 2013

$110.0 $139.0 $170.0 $208.0 $246.0 $282.0

GroupM***, Aug 2013

$54.6

$64.9

$74.0

-

-

-

Mobile ad spending growth (% change) eMarketer, Aug 2013 FirstPartner, April 2012

66.3% 90.0% 85.0% 55.0% 29.0% 25.0% -

87.5% 45.0% 19.3%

7.4%

-

-

-

GroupM, Aug 2013

101.6% 52.0% 12.3%

PwC, June 2013

66.7% 26.4% 22.3% 22.4% 18.3% 14.6%

-

Note: *converted at the exchange rate of US$1=€0.72; **converted at the exchange rate of US$1=€0.78; ***converted to US$ based on varying local currency rates for each year Source: eMarketer, Aug 2013; various, as noted, 2012 & 2013 163376


www.eMarketer.com
