Asia Pacific is the only region in the world to show advertising expenditure growth as the global economy turns around, according to Nielsen's Global AdView Pulse.
The report, that covers advertising industry across 27 markets in Asia, North America, Europe and Africa, concluded that although overall advertising expenditures decreased 6.8% for the first half of the year compared to the first half of 2008, the second quarter closed with a more contained decline of 5.8% as compared compared to a 7.9% decline in the previous quarter versus the same period last year.
According to the report Asia Pacific is driving the improvements, with 6.5% advertising expenditure growth in the second quarter, while Europe and North America are still facing some challenges posed by the crisis.
Among various platforms, television and radio showed the smallest percentage decreases in the second quarter with, in fact, growth in Asia Pacific while it lost revenues in Europe and North America.
Magazines and newspapers took the biggest hi, however, losing -18.5% and -7.5% respectively, with negative growth in all regions.
"In this economic environment, brands favour broadcast media: TV always being considered as the most reliable media in hard times and radio provides a solid call to action platform," Throughout the remainder of 2009 and beyond, we can expect to see ad spend for broadcast media slowly moving toward better performance - but it's unlikely print advertising will show any great gains in the near future," Ben van der Werf, managing director of Global AdView at The Nielsen Company, said in a statement.
Sectorally distribution channels, FMCG and healthcare were the only industries to have advertised more in the first half of 2009 than they did in the same period last year, the report found. Automotive and finance industries continue with largest percentage decreases in ad spend, with the decline standing at -21% and -17.2% respectively.
As far as telecommunications is concerned, ad spend in the sector is reduced by 0.6% compared to quarter two of 2008, which is a much more contained reduction than that of quarter one.
Regional - 1st october 2009