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Ad Spending on the Rise Globally

09 Aug 2012

According to Nielsen's quarterly Global AdView Pulse report, spending on advertising is on the rise around the globe and across media types. TV, newspapers, radio, outdoor, Internet, and cinema all saw an increase in ad spend in the beginning of 2012 compared to last year. Though TV continues to attract the majority of advertising dollars, Internet advertising saw the biggest increases, with advertisers spending 12.1 per cent more in Q1 2012 than one year prior. During that time, ad spend overall increased 3.1 per cent globally.

Across the regions, the findings are markedly different as each media has evolved uniquely:

• Dollars devoted to TV advertising grew 4 per cent in North America, second only to outdoor, and 7.5 per cent in Latin America. In the Middle East and Africa, TV ad spend grew a whopping 33.8 per cent.

• Online ad spend was a bright spot for the industry, with growth around the globe. Growth was particularly notable in Europe (12.1 per cent), Latin America (31.8 per cent) and the Middle East & Africa (35.2 per cent).

• Magazines saw a minor decline compared to last year, but newspapers grew 3.1 per cent. In Latin America and Asia Pacific both media grew (7.6 per cent and 10.3 per cent, respectively in Latin America, and 3.6 per cent and 5.4 per cent, respectively in Asia Pacific). North America saw nominal declines in print ad spend.

• Radio saw increases in every region around the globe, including a 2.6 per cent increase in North America and 2.8 per cent in Europe. In emerging markets in Latin America and Middle East and Africa, those increases were much higher. Radio grew 18 per cent in Latin America and 21.1 per cent in the Middle East and Africa.

• In Asia Pacific, cinema grew 27.1 per cent, offsetting the declines seen in Latin America and the Middle East and Africa.

• Still a nascent industry, outdoor is growing rapidly. In the past quarter, outdoor ad spend increased 6.4 per cent globally. This included gains of 4.4 per cent in North America, 45.3 per cent in the Middle East and Africa and 21.1 per cent in Asia Pacific. Only Europe experienced a decline (1.2 per cent).

Source: Mediapost


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