NEWS16 January 2013

Nielsen sees global ad spending rise 4.3% in Q3 2012

Financials North America

GLOBAL — Global advertising spending was up 4.3% in the third quarter of 2012 over the same period in 2011, to $139bn, according to Nielsen’s quarterly Global AdView Pulse report.

The research giant says the “healthy growth” outpaced the 2.7% growth seen in the first half of 2012 and was spurred by an influx in advertising investments in the Middle East and Africa and North America, where presidential elections drove high spending figures.

“Growth in global ad spend accelerated in Q3.The Olympics, a major media event in all parts of the world, and the US presidential election helped drive investment up,” said Randall Beard, global head, advertiser solutions for Nielsen (pictured). “We’ll be watching carefully to see if the growth was sustained in Q4 and into 2013, or if there’s a dip in comparison to this year.”

Nielsen noted that ad spend also grew in the Asia Pacific region, reporting a 3.5% increase for Q3, supported by the recovery of China’s advertising market. However, Western Europe, saw deeper Q3 cuts in advertising – down 4.8% – due to the ongoing Eurozone economic crisis. This decline contributed to a year-to-date decrease of 3.4% across the whole continent.