Internet Leads Ad Spend Growth in Q1; Radio Paces Traditional Media

July 10, 2012

nielsen-global-ad-spend-growth-by-medium-in-q1-july2012.pngGlobal online ad spending grew 12.1% in Q1 2012, per new figures released from Nielsen’s AdView Pulse report. Online advertising showed the most rapid growth by media segment, although radio also posted a solid increase (7.9%), as did outdoor (6.4%). Other traditional media also experienced a year-over-year rise in expenditures, including cinema (4.1%), newspapers (3.1%), and TV (2.8%), while magazines saw a slight decline of 1.4%).

Nielsen previously reported global ad spend growth in Q1 to be 3.1%.

Online Ad Spend Soars in Emerging Markets

Online ad spending saw the fastestvgrowth in the Middle East and Africa (35.2%), with Latin America also seeing a significant increase of 31.8%. Though more modest, Europe posted strong growth of 12.1%, ahead of Asia-Pacific (4.4%).

Online ad spending’s overall 12.1% growth in Q1 compares to a 15% increase in the US, per IAB and PricewaterhouseCoopers figures.

Print Up in Latin America

Though magazines and newspapers moved in opposite directions on a global basis, both were up in Latin America, with magazine spending rising 7.6% and newspaper expenditures growing 10.3%. Both print media also increased in the Asia-Pacific region, by 3.6% and 5.4%, respectively. North America saw a 2.1% decrease in newspaper spend and a 5% decline in magazine spend. This compares with Kantar Media figures released in June, that reported newspaper and magazine ad spend in the US experiencing declines of 4.3% and 3.8%, respectively.

Other Findings:

  • Radio expenditures grew in every region, led by the Middle East and Africa (21.1%) and Latin America (18%). In Asia-Pacific, radio grew by 6.7%, while North America and Europe saw spending increases of 2.6% and 2.8%, respectively.
  • Cinema advertising revenue increased by 27.1% in the Asia-Pacific region, representing the fastest-growing medium in the region. Spending in Europe was relatively stagnant (1.7%), and decreased in both Latin America (-18.3%) and the Middle East and Africa (-6.5%).
  • TV ad spend grew most rapidly in the Middle East and Africa (33.8%), and also saw healthy increases in Latin America (7.5%) and North America (4%). TV ad spend declined marginally in Asia-Pacific (-0.6%) and Europe (-1.2%).
  • Outdoor ad spend boomed in the Middle East and Africa (45.3%), and also increased in Asia-Pacific (21.1%), Latin America (7.1%), and North America (4.4%). Europe was the only region to see a decrease, of 1.2%.
Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This