ITALY


Capital: Rome
Total population ('000): 57 190
Land area (km2): 301 278
Inflation rate in 96: 4.3%
GDP in 96 (millions Euro): 638 363
GDP/Inhabitants in 96 (Euro): 11 063
Growth in GDP in 96: 0.8%
Adspend in 96 (millions Euro): 5 545
Advertising expenditure (96/95 growth): + 7.6%
External value of local currency in 96: 1 Euro = ITL 1913.14

'96 Advertising expenditure - Breakdown by media:

TV Radio Press Outdoor Cinema
53.8% 4.4% 37.4% 4.0% 0.3%

Source: Status Report - February 97 - IP European Key Facts


Updated by Sophie Vitry - 17/03/97