Advertising & Marketing
Advertising

Italy: DTS share of retail advertising spend 2018, by medium

Published by

Michele Majidi,

Feb 26, 2024

This statistic depicts the share of digital DTS (Drive-to-Store) out of advertising spend in the retail sector in Italy in 2018, by medium. According to data, the radio industry held the largest percentage (94 percent) of spending in digital DTS advertising, followed by press advertising with 90 percent. By contrast, the media category registering the lowest share of investments in digital DTS advertising was the Out-Of-Home (OOH) sector with 30 percent.

Digital DTS (Drive-to-Store) share of retail advertising spend in Italy in 2018, by medium

table column chart

Characteristic	Share of spend
Radio	94%
Press	90%
Leaflets/Direct	66%
TV	53%
Out-of-home	30%

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Details: Italy; S4M; IHS Markit; 2018; 400*

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Sources

S4M; IHS Markit

Survey by

S4M; IHS Markit

Published by

S4M

Source link

State of Drive-to-Store Advertising 2019, page 71

Release date

June 2019

Citation formats

Region

Italy

Survey time period

2018

Number of respondents

400*

Supplementary notes

The source adds the following information: "For the further segmentation in this study, IHS Markit commissioned 400 interviews with retail businesses of varying sizes to understand their usage and awareness of drive-to-store advertising. This was supported by further research with agency contacts and applying detailed IHS Markit retail industry economic data to create a forecast model for drive-to-store advertising spend by industry by country for each retail segment."

* In the U.S., France, Canada, Belgium, Spain, UK, Italy and Singapore.

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