Abstract

Considering both the stiffness and the dynamism of the media system during the last decades, the article illustrates what is new in the advertising flow in Italy starting from the year 2000. In particular, it takes into account the increase of its volume and the decrease of value of advertising on traditional media, such as television. The author analyses the market dimension and the market shares of different media in many countries belonging to the EU, as well as the reasons for television advertising investments' decrease, which is predominant in Italy. The article makes a distinction between advertising investments which show a tendency to create a personal relationship with the consumer, and those related to television mass consumption, which today is more mobile and articulated than it was before.