Despite Crunch, Global Adspend Rose Nearly 3% in Q3 2008

20 January 2009

NEW YORK: Activity in the Asia Pacific region helped the world's advertising industry to record a 3% rise in expenditure during the third quarter of 2008, reports Nielsen Media Research's Global AdView Pulse. Growth was mainly driven by China (+16.9%), Indonesia (+16.7%) and Hong Kong (+13.0%).

Meantime, in the western hemisphere the North  American ad market managed growth of 3.1%, supported by the crutches of the Beijing Olympics and pre-presidential electioneering.

Europe, however, recorded a net downturn of 5.9% despite robust performances in six of the 10 European nations covered by the report.

TV and radio were the media to benefit most from the temporary growth trend; the former by 8.1%, thanks to the migration of ad budgets from print media which finished the quarter down by almost 2%.

Radio revenues grew 9.7% in Asia Pacific, while remaining stable in North America and Europe.

Comments Michele Strazzera, deputy managing director of AdView: "Many of the countries covered in the report appear to have been weathering the early tremors of the escalating global economic crisis.

"In Europe, however, advertisers appear to be taking a more cautious approach, with the effects of existing economic challenges taking their toll on the region's ad spend, particularly in Spain and Turkey."

Data sourced from BrandRepublic (UK); additional content by WARC staff