Global adspend rises

06 July 2011

NEW YORK: Global traditional media adspend levels rose by 8.8% year on year during the first quarter of 2011, reaching $118bn overall, according to Nielsen, the research firm.

It reported that TV revenues grew by 11.9% on an annual basis in Q1, meaning this medium boosted its share of expenditure from 63.5% to 65.3%, buoyed by both fast-growth and developed economies.

Randall Beard, Nielsen's global head of advertiser solutions, revealed women were found to prefer TV as a means of finding out about new products  and that US TV viewing figures are at a high.

"With $6.50 of every $10 (of advertising spend) being spent on television, it's clear that TV remains the most important and cost-effective advertising medium for companies looking to reach new consumers, especially in booming emerging markets," he added.

Despite declines in some high profile markets, advertising spend in traditional media still continues to grow on a worldwide basis.

For instance, radio ad sales leapt 8.5% in the opening three months of the year, magazines were up 6.4% and newspapers experienced a modest 1% rise.

By geography, the US saw a 5.9% improvement, yielding nearly $27bn, with newspapers the only channel assessed to see totals slide, down 10%.

Elsewhere, European figures climbed 2%, as growth of 12.9% for Turkey, 11.6% regarding France and 10.2% in Norway were offset by declines across Greece, Ireland, Italy and Spain.

Asia Pacific enjoyed a 12.4% lift and Latin America witnessed an 11% surge, with Argentina, China, India, Indonesia, Malaysia and the Philippines all seeing strong double-digit increases.

The Middle East and North Africa posted a 10.4% jump, despite the fact Egypt logged a 51.3% decrease in the wake of extreme political instability. Saudi Arabia was one of the standout markets here.

Data sourced from Nielsen; additional content by Warc staff