Global adspend rises despite a slowdown

AD SPEND RESEARCH   NIELSEN

Global - Despite advertisers being cautious in the fourth quarter of 2011, global adspend grew by 7.3% in the year with Latin America (11.6%) and Asia Pacific (11.5%) leading the way. 

The ad market in Middle East & Africa came a close third with 11.3% increase in spend compared to 2010.

In terms of industries, saw the greatest percentage increase in ad spend in Asia Pacific (28%).

In Asia Pacific the growth was attributed mainly to the clothing & accessories industry which saw a 28% jump in ad spend.

Gloablly, US managed a minor increase of 2% while the European ad market saw a decline of 0.4% in 2011.

According to Nielsen, the global ad spend in 2011 stood at US$498 billion, with the last qaurter closing at US$131 billion. This is a 6.2 % increase as compared to the last quarter of 2010.

The report was compiled based on rate cards and the four major media types, television, radio, newspaper and magazine.

In terms of media, TV saw the highest growth at 10.1% across all markets, followed by radio which registered a 9.7% increase.

Spending for Internet, outdoor, and cinema also increased in 2011 with the Internet seeing a 24% rise in spend in 2011 across all markets.

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