NEWS12 December 2012

US adspend up by 7% in Q3, says Nielsen

Financials North America

US — Total adspend across the USA was up 7% for Q3 compared to the same period last year, according to the latest Nielsen data, with television networks benefiting most from the London 2012 Olympic Games.

The research giant says that television saw overall network spend soar by 35% compared to the same period a year ago. Bookings reached $5.33bn in Q3 ad sales, a significant improvement over the $3.95bn from 2011.

In a blog post, Nielsen said that the increase was driven by “the ad-heavy US presidential election and the London Summer Olympic Games as likely contributors”.

Ad-supported cable continued to outperform its free-to-view rivals, generating $5.55bn in sales, up by 1%. Analysed by sector, Nielsen said automotive spend accounted for the greatest allocation of media dollars, up 26% to $2.7bn with six of the top 20 spenders being car manufacturers. Other notable categories included wireless/telecoms ($887.3m, up 15%) and department stores ($772.8m, up 1%). However, movie spend declined 12% year-on-year to $689.7m, while pharmaceuticals dropped 22% to $661.7m.