Global adspend rises 2.4%

01 October 2012

LONDON: Global adspend rose by 2.4% year on year during the second quarter of 2012, with growth in emerging markets offsetting a decline in Europe, according to latest figures from research firm Nielsen.

Data contained in the research company's new Global AdView Pulse show adspend growing fastest of all in the Middle East and Africa, up 19.6% from Q2 2011. Latin America also recorded a rise of 4.9%.

In total, global expenditures reached US$139bn for the three-month period, with the fastest growth coming during June 2012, when it was up 3.1%.

The latest results mean that global adspend for the first half of 2012 stood at US$266bn, Nielsen said.

At 2.9%, Asia-Pacific expansion was only marginally above the global average. The region also exhibited an inconsistent pattern, with significant increases in some countries, such as the Philippines, Indonesia and Hong Kong, being offset by declines in others, including South Korea and Australia.

A similar picture emerged in North America, where the region's overall 2% growth was fuelled entirely by the US, up 2.4%. Canada slipped 2% from the year before.

European adspend shrank 3.8% during the quarter, as the continuing economic troubles of countries like Greece and Portugal led to advertisers adopting a conservative approach. But non-eurozone economies including the UK, Turkey and Norway recorded growth.

Latest results from Warc's Global Marketing Index indicates that the third quarter may see Europe turning the corner, with the region reporting a net positive in its headline GMI score in September for the first time since May.

Data sourced from Nielsen; additional content by Warc staff