Nielsen Blog: Global Internet Ad Spend Sees Double-Digit Growth, Outpaces Other Media

With consumer confidence up and brands looking to reconnect, 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, according to Nielsen’s quarterly Global AdView Pulse report. Though TV continues to attract the majority of advertising dollars, Internet advertising saw the biggest increases, with advertisers spending 12.1 percent more in Q1 2012 than one year prior. During that time, ad spend overall increased 3.1 percent globally.

Across the regions, the findings are markedly different as each media has taken root and evolved uniquely.

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

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

Print (Magazines and Newspapers)
Magazines saw a minor decline compared to last year, but newspapers grew 3.1 percent. In Latin America and Asia Pacific, both media grew—7.6 percent and 10.3 percent, respectively in Latin America, and 3.6 percent and 5.4 percent, 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 percent increase in North America and 2.8 percent in Europe. In emerging markets in Latin America and Middle East and Africa, those increases were much higher. Radio grew 18 percent in Latin America and 21.1 percent in the Middle East and Africa.

In Asia Pacific, cinema grew 27.1 percent, 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 percent globally. This included gains of 4.4 percent in North America, 45.3 percent in the Middle East and Africa and 21.1 percent in Asia Pacific. Only Europe experienced a decline (1.2%).

The external data sources for the other countries included in the report are:

Argentina: IBOPE
Brazil: IBOPE
Croatia: Nielsen in association with Ipsos
Egypt: PARC (Pan Arab Research Centre)
France: Yacast
Greece: Media Services
Hong Kong: admanGo
Japan: Nihon Daily Tsushinsha
Kuwait: PARC (Pan Arab Research Centre)
Lebanon: PARC (Pan Arab Research Centre)
Mexico: IBOPE
Pan-Arab Media: PARC (Pan Arab Research Centre)
Portugal: Mediamonitor
Saudi Arabia: PARC (Pan Arab Research Centre)
Spain: Arce Media
Switzerland: Nielsen in association with Media Focus
UAE: PARC (Pan Arab Research Centre).

For more insights, download Nielsen reports and webinars, or contact Nielsen.


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