Nielsen: Global Spending On Ad Spend On the Rise

Ad Projections

  October 18, 2012 -- According to Nielsen’s quarterly Global AdView Pulse report (Q2 2012), spending on advertising is on the rise around the globe across nearly all media types.
 
Nielsen’s analysis finds overall advertising investment to be up 2.7% in the first half of 2012 -- with gains in the areas of internet (+7.2%), radio (+6.6%), TV (+3.1%) and newspapers (1.6%).  The only major media to see an ad spend decline was magazines (-1.3%). 
   

Across the geographic regions, the media spend findings are markedly different:

Television continues to hold the majority of advertising dollars globally (61%) with the biggest increases i in the emerging markets of the Middle East & Africa (+30.1%), Latin America (+6.2%) and North America (+4.0%). 

Internet ad spend experienced growth around the globe. Growth was particularly notable the Middle East & Africa (+30.3 percent) and Latin America (+20.6 %). Europe saw the third highest increase in Internet ad spend of any region (+11.2%), despite being down in overall ad spend. The report did not provide figures for North America.

 

Magazine spending fell significantly in both Europe and North America (-6.9% and -3.9% respectively); Magazine ad spend did see growth in Asia Pacific (+6.5%) and Latin America (+5.0%).

Newspaper ad spend was up in every region but Europe. Spend increases: Latin America (+5.3%), the Middle East & Africa (+4.7%), Asia Pacific (2.9%) and a slight +0.8% uptick in North America.

 

Cinema ads saw a 40.2% gain in the Asia Pacific market and a small gain in Europe (+0.4%). This led to an increase of 5.9% globally despite decreases in Latin America (-21.1%) and the Middle East & Africa (-19.1%).  The report did not provide figures for North America.
 

Outdoor media ad spend grew during the first half of 2012, with the biggest gains in the Middle East & Africa (+38.8%) and the Asia Pacific (+16.7%). North America experienced a +2.8% growth.
 

Radio saw a global increase of 6.6%; Increases were seen in every region around the globe with the exception of Europe. In emerging markets in Latin America and Middle East and Africa, those increases were highest (Latin America +12.7%, Middle East and Africa +24.8%). North America saw a +4.3% increase.

 

Source: Nielsen Wire, Worldwide, Internet Ad Spend Grows More than Other Media in First Half of 2012, October 18, 2012.