Global ad spend increases by 12.8%
In the first six months of 2010
Results of the Nielsen Global AdView Pulse
Global ad spend increased 12.8% in the first six months of 2010 when compared with the same period in 2009, with the majority of Asian markets posting double-digit percentage growth.
APAC (12.1%) stands third after Latin America (44.5%) and Middle East Africa (23.8%) in the Nielsen Global AdView Pulse, a study on global advertising trends.
Asia Pacific currently commands around 38% of global ad spend share.
India topped the region's ad spend with 32% year-on-year increase mainly driven by the durables and FMCG sectors, followed by Hong Kong (23%), and Indonesia and Malaysia (22%).
In the Pacific, ad spend in Australia and New Zealand rose 8% and 9% respectively. Advertising in Japan, the world's third largest economy, remained flat but avoided further decline.
Overall, the increase was registered in 35 out of 37 countries covered by the study, with 26 countries posting double digit percentage growth.
"According to rate-card figures, the global advertising industry continued to improve in Q2 with positive growth in all regions and across all media, led notably by the Asia Pacific market," Michele Strazzera, Deputy Managing Director of Nielsen Global AdView, said.
The ad spend totaled USD 238 billion driven by booming emerging markets and a return to double-digit ad spending in automotive, durables, fast moving consumer goods (FMCG), financial services, and telecommunications sectors.
Across all regions, television (15.8%) remained the overwhelming ad medium of preference with a 62% share of total global ad spend, an increase of 1% year-on-year.
Radio enjoyed healthy growth globally of 11%, although recorded a 1% decline in North America.
Newspapers also gained a 9.5% increase in ad revenue in the first half of 2010 while magazines reported the slowest growth at 3.7% and was still in decline (-2%) in North America.
Only recession-battered markets of the UAE (-5.8%) and Ireland (-3.2%) recorded negative ad spend in the first half of this year.
By Staff Writer, Singapore
12 October 2010