Italy Advertising Market Summary, Competitive Analysis and Forecast to 2027

Advertising in Italy industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2017-22, and forecast to 2027). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

The advertising industry consists of revenues gained by any advertising activities or agencies providing advertising services, including display advertising services. All market data and forecasts are represented in nominal terms (i.e. without adjustment for inflation) and all currency conversions used in the creation of this report have been calculated using constant 2022 annual average exchange rates.
The Italian advertising industry had total revenues of $5,679.1 million in 2022, representing a negative compound annual growth rate (CAGR) of 2.1% between 2017 and 2022.
The food, beverage & personal/healthcare segment accounted for the industry's largest proportion in 2022, with total revenues of $1,067.7 million, equivalent to 18.8% of the industry's overall value.
According to the National Institute of Statistics (ISTAT), consumer confidence in Italy increased to 105.5 in April 2023, the highest level since February 2022, from 105.1 the previous month, which was in line with market predictions.

Scope

Save time carrying out entry-level research by identifying the size, growth, and leading players in the advertising market in Italy
Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the advertising market in Italy
Leading company profiles reveal details of key advertising market players’ global operations and financial performance
Add weight to presentations and pitches by understanding the future growth prospects of the Italy advertising market with five year forecasts by both value and volume

Reasons to Buy

What was the size of the Italy advertising market by value in 2022?
What will be the size of the Italy advertising market in 2027?
What factors are affecting the strength of competition in the Italy advertising market?
How has the market performed over the last five years?
Who are the top competitors in Italy's advertising market?

1 Executive Summary

1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Market rivalry
1.6. Competitive landscape

2 Market Overview

2.1. Market definition
2.2. Market analysis

3 Market Data

3.1. Market value

4 Market Segmentation

4.1. Category segmentation
4.2. Geography segmentation

5 Market Outlook

5.1. Market value forecast

6 Five Forces Analysis

6.1. Summary
6.2. Buyer power
6.3. Supplier power
6.4. New entrants
6.5. Threat of substitutes
6.6. Degree of rivalry

7 Competitive Landscape

7.1. Who are the leading players?
7.2. What are the strengths of leading players?
7.3. What trends are impacting the market?
7.4. What has been the rationale behind recent strategic partnerships and M&A activity?

8 Company Profiles

8.1. Omnicom Group, Inc.
8.2. Publicis Groupe SA
8.3. WPP plc
8.4. Havas SA

9 Macroeconomic Indicators

9.1. Country data

10 Appendix

10.1. Methodology
10.2. Industry associations
10.3. Related Research
10.4. About the Publisher

List of Tables

Table 1: Italy advertising industry value: $ million, 2017-22
Table 2: Italy advertising industry category segmentation: % share, by value, 2017-2022
Table 3: Italy advertising industry category segmentation: $ million, 2017-2022
Table 4: Italy advertising industry geography segmentation: $ million, 2022
Table 5: Italy advertising industry value forecast: $ million, 2022-27
Table 6: Omnicom Group, Inc.: key facts
Table 7: Omnicom Group, Inc.: Annual Financial Ratios
Table 8: Omnicom Group, Inc.: Key Employees
Table 9: Omnicom Group, Inc.: Key Employees Continued
Table 10: Publicis Groupe SA: key facts
Table 11: Publicis Groupe SA: Annual Financial Ratios
Table 12: Publicis Groupe SA: Key Employees
Table 13: Publicis Groupe SA: Key Employees Continued
Table 14: Publicis Groupe SA: Key Employees Continued
Table 15: Publicis Groupe SA: Key Employees Continued
Table 16: WPP plc: key facts
Table 17: WPP plc: Annual Financial Ratios
Table 18: WPP plc: Key Employees
Table 19: WPP plc: Key Employees Continued
Table 20: Havas SA: key facts
Table 21: Havas SA: Key Employees
Table 22: Italy size of population (million), 2018-22
Table 23: Italy gdp (constant 2005 prices, $ billion), 2018-22
Table 24: Italy gdp (current prices, $ billion), 2018-22
Table 25: Italy inflation, 2018-22
Table 26: Italy consumer price index (absolute), 2018-22
Table 27: Italy exchange rate, 2018-22

List of Figures

Figure 1: Italy advertising industry value: $ million, 2017-22
Figure 2: Italy advertising industry category segmentation: $ million, 2017-2022
Figure 3: Italy advertising industry geography segmentation: % share, by value, 2022
Figure 4: Italy advertising industry value forecast: $ million, 2022-27
Figure 5: Forces driving competition in the advertising industry in Italy, 2022
Figure 6: Drivers of buyer power in the advertising industry in Italy, 2022
Figure 7: Drivers of supplier power in the advertising industry in Italy, 2022
Figure 8: Factors influencing the likelihood of new entrants in the advertising industry in Italy, 2022
Figure 9: Factors influencing the threat of substitutes in the advertising industry in Italy, 2022
Figure 10: Drivers of degree of rivalry in the advertising industry in Italy, 2022

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

Omnicom Group, Inc.
Publicis Groupe SA
WPP plc
Havas SA

Table Information

Report Attribute	Details
No. of Pages	51
Published	March 2023
Forecast Period	2022 - 2027
Estimated Market Value ( USD ) in 2022	$ 5.68 Billion
Forecasted Market Value ( USD ) by 2027	$ 5.97 Billion
Compound Annual Growth Rate	1.0%
Regions Covered	Italy

License	Format	Properties	Price
SINGLE USER LICENSE PDF	The product is a PDF.	This is a single user license, allowing one user access to the product.	€320EUR$350USD£272GBP
SITE LICENSE PDF	The product is a PDF.	This is a site license, allowing all users within a given geographical location of your organization access to the product.	€480EUR$525USD£409GBP
ENTERPRISE LICENSE PDF	The product is a PDF.	This is an enterprise license, allowing all employees within your organization access to the product.	€640EUR$700USD£545GBP

Key Highlights

Scope

Reasons to Buy

Table of Contents

Companies Mentioned (Partial List)

Table Information

Related Topics

Related Reports

Advertising Market Report by Type (Television, Print (Newspaper and Magazine), Radio, Outdoor, Internet (Search, Display, Classified, Video), Mobile, Cinema), and Region 2025-2033

Aerial Advertising Market Report 2025

Europe Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

Advertising Services - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

TV Advertising Market Report 2025