This year, the advertising market will expand by 4 to 5%. That is the opinion of Marco Travaglia, who has been president of UPA (the association of advertising investors) since July. According to an Upa study of its members, advertising investments in influencer marketing are continuing to expand in accordance with previous years, with this year's total reaching 352 million euros, a +9% increase from 2023. Influencers, creators, and advocacy are genuine "media" that are incorporated into the existing set of channels. Television saw a considerable gain (9.8% in nine months), while the Internet continues to develop rapidly. The leading sectors "remain food (12.9% of investments in the nine months) and the automotive industry, which registered an unexpected gain (26.7% in the nine months), most likely to support demand, which is not strong at the moment".