Mfe: Berlusconi says advertising is ‘slightly’ below market levels; we’re counting on a recovery in the second half of the year

Sala (Mfe Adv): a ‘flat’ year is expected

(Il Sole 24 Ore Radiocor) - Mfe-MediaForEurope expects to end the year on a broadly stable note in terms of advertising revenue, thanks to a recovery in the second half of 2026, following a negative first half, given that events such as the Olympics and the World Cup took place. “Italia and Spain are facing a challenging market situation,” explains the group’s CEO, Pier Silvio Berlusconi, during a press briefing at the Mediaset studios in Cologno Monzese. “Italia is holding up, but despite these events, the latest Nielsen figures for April show the advertising market down slightly (-1.8%, ed.).” As for Mfe, “we do not provide estimates, but in the first six months we are performing slightly below the market average,” says Berlusconi. “Looking ahead to the second half of the year, despite a thousand variables that are difficult to predict (from the international situation to inflation), we remain positive.” The group therefore expects “to have a broadly flat year”, adds Stefano Sala, CEO of Mfe Advertising, who anticipates “a rebound” given that last year’s second half “went very badly”.

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