..............

ITALY ::: Economic Data
Area (in qkm) 301,230
Population 58,145,320
Population density 197
Private households 23,600,370
Gross domestic product (GDP) 2008 in bn € 1585.1
GDP per capita 2008 in € 20,875
GDP structure
   private consumption 59%
   public expenditure 21%
   investment 20%
Age structure
14 - 17 years 4%
18 - 24 years 9%
25 - 34years 17%
35 - 44 years 18%
45 - 54 years 15%
55 - 64 years 14%
65 years + 22%
Unemployment
rate 2008		 6.8%
Inflation rate 2008 3.5%
Exchange rate 1 EUR = 0.6734 USD
TV households 23,355,548
   - with Cable 5.4%
   - with Satellite 23.2%
Internet households 20,646,000

Source: Eurostat, World Press Trends 2008,Western Europe Market & MediaFact 2008, CIA Factbook 2009 UNECE (UN Economic Commission for Europe)
Statistics for Europe and NorthAmerica 2008
IP Television Key Facts 2008

Print
Number of dailies (2007) 94
- of which national 23
Number of magazines 3,400
Number of 

outdoor sites

 156,739
 

Television/ Audio-visual
Domestic Public Channels 7
Domestic Private Channels/
Forgein Channels with Local Ad Window 13
Number of commercial radio stations 285

Trade publications for
marketing and advertising
Pubblicita

Taxes and legal
VAT rate 20%

Main advertising restrictions

Tobacco:

 Banned in broadcast media

Alcohol:

 TV ads for alcohol stronger than 8% banned before 19:00. Such drinks may not use TV sponsorship or direct response

Pharmaceutical:

 Only OTC may advertise, and they must first be approved by the Ministry of Health ; contraceptives may not be advertised before 21:30

Children's:

 No advertising is allowed during children's programmes and cartoons shorter than 30 minutes. Children must not appear in broadcast ads.

Political:

 Political:Political programmes and informati-on must guarantee the same exposure for allparties.

Source: World Press Trends 2008Western Europe Market & MediaFact 2008
FIPP World Magazine Trends 2008/09
IP Television Key Facts 2008

Advertising expenditure 2007
€ 8,949 mill

Media market shares in %

Source: Western Europe Market & MediaFact 2008, CIA Factbook 2009
Top 10 advertising categories
media expenditure in € (mill)

Food
1,111.9
Auto 994.7
Telecommunications 751.9
Clothing 592.9
Beverages/alcohol 473.3
Media / publishing 472.9
Finance / insurance 430.9
Personal care 379.8
Toileteries 317.4
Househol 316.4