Global Adspend Growth for 2007 Looking Good

22 November 2007

AMSTERDAM: Global advertising in the first eight months of the year grew by 2.1%, according to researcher Nielsen Media AdView, with a strong upward trend in the Asia Pacific region and in the EMEA.

The study, which looked at the period between January 1 and August 30, reveals growth in Asia Pacific of 12.6%, while Europe, the Middle East and Africa posted a 4.6% rise.

North America's adspend dipped 4.6%, based on data for television, radio and press. However, once all media channels are accounted for, US spend slipped just 1% while Canada was up 6.4%.

The month of August reflects the adspend trend for 2007 so far. It shows growth in Asia Pacific of 13.6% compared with the same month last year, EMEA rose 6.8% while North American spend was down 4.8%.

Most media have shown a healthy increase in the eight-month period. Global television grew 2.5% overall and 3.3% during the month of August, while magazines posted the strongest growth of 6% and 3.6% respectively.

Despite the wringing of hands over newspaper ad revenues in Western nations, globally the medium fared well with 2.7% growth overall and a rise of 8.2% during August.

Radio advertising, however, has less positive news. Adspend fell during August by 15.8%, compared with the same month last year, and fell dropped 13.8% overall. But the figures are skewed by a change in methodology in the USA during 2007.

By sectors, the year to date has seen robust increases for finance (14.8%), apparel (8.3%), telecoms (7.5%) and fmcg (5%).

Comparing the month of August year-on-year, financial adspend jumped 21.4%, telecoms rose 10.6%, FMCG 6.8%, while other sectors (bar automotive) showed positive growth of up to 5%.

Data sourced from (South Africa); additional content by WARC staff