The latest annual Turning Digital study from Rome-based ITMedia Consulting reveals that traditional TV continues to hold its ground.[...]

[...] The impact of streaming and online advertising varies across European countries. The UK, Germany and France have seen significant growth in online TV market shares, surpassing 25 percent of total TV advertising. Italy and Spain, however, have shown more resilience, with market shares remaining marginal,demonstrating the strength of traditional broadcasters like Mediaset and Rai. [...] 

[...] TV advertising in Europe has declined overall by 2.9 per cent in 2023 to €24.4 billion, returning to pre-pandemic levels, with Italy being an exception (+2.1 per cent). This suggests a shift in advertising investments toward digital platforms, despite a temporary boost from major sporting events in 2024 [...].

                                                                                          Branislav Pekic, Advanced Television, October 21, 2024 

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