Global ad $ up 2.7 percent in first half
October 18, 2012
Global ad spending rose 2.7 percent during the first half of 2012, according to a report out this morning from Nielsen’s Global Adview, to $266 billion.
North America was up 2.4 percent during first half, including a 12.4 percent increase in industry and services advertising, which includes political.
Europe was the only region to see a decline, down 2.7 percent as the debt crisis continues to unfold there.
The strongest months globally during the first half were March and February, up 4.6 percent and 4 percent, respectively. Though spending slowed to a 1.7 percent gain in May, June saw the third-biggest uptick of the year, rising 3.1 percent and suggesting the year could end on a stronger note.
The Middle East and Africa saw the biggest gains of any region, up 21.1 percent, in part due to favorable comparisons to 2011, when the uprisings of the Arab Spring halted or severely curtailed advertising in several countries.
“Clearly both advertisers and consumers are proceeding cautiously in an uncertain economic environment, where even economic powerhouses like China are facing downward GDP revisions and unprecedented advertising budget cuts,” notes the report.
Nielsen predicts that the second half could be stronger, as it includes billions of dollars of Olympic ad spending and political spending on the U.S. elections.
The internet, not surprisingly, saw the strongest gains for any ad category during first half, up 7.2 percent. Radio grew 6.6 percent worldwide, while cinema gained 5.9 percent and outdoor was up 4.7 percent.
Television was up 3.1 percent and newspapers grew 1.6 percent.
The only category to decline was magazines, down 1.3 percent.
Tags: ad dollars, ad spending, advertisers, advertising, advertising spending, Africa, Arab Spring, consumers, decline, europe, european ad spending, GDP, global ad spending, global advertising spending, nielsen, North America, north american ad spending, political
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