Global Ad Spend in Q3 2013: Display Growth Continues

January 23, 2014

Nielsen-Global-Ad-Spend-Growth-by-Medium-Through-Q3-2013-Jan2014Global ad spending across major media grew by 3.2% year-over-year during the third quarter of 2013, details Nielsen [download page] in its latest AdView Pulse report, which indicates that media spending trends remained largely consistent relative to the first half of the year (H1). For the year-to-date period (Q1 through Q3), display advertising ”“ though measured in a subset of markets ”“ posted the fastest growth rate, of 32.4%, improving from its 26.6% rise during H1.

TV continued to outpace the overall average through Q3, with a 4.3% increase in spending, although it was outdoor (5.1%) again enjoying the fastest increase among traditional media.

Spending on newspaper advertising continued to fall, dropping by 2.2% for the year-to-date (YTD) following a 2% decrease during the first half of the year. Magazine ad spend was also down, though its decline narrowed from 1.9% in H1 to 1.1% in through the year’s first three quarters. Cinema managed to improve on a poor first half, down by a relatively small 1.3% through Q3 after a 5.9% drop during the first half of the year. Finally radio also found itself in the red, with a 0.9% decrease to-date that was marginally bigger than its H1 loss.

On a regional level, Latin America (13%) posted the largest relative increase in spending during the third quarter, followed by Asia-Pacific (7%). Growth rates were below-average in the Middle East and Africa (1.9%), and North America (1.7%) and negative in Europe (-3.8%).

Turning to macro industry sectors, the study indicates that industry and services upped its ad spend the most for the YTD, increasing expenditures by 11.3%. FMCG (5.9%) and durables (4.1%) also showed solid growth. Healthcare ad spend increased by 3.4%, while the finance (-1%), clothing and accessories (-1.7%) and automotive (-1.9%) sectors each pulled back.

Of those macro sectors, FMCG was the top spender, with 21.3% share of YTD spending. Next on the list were entertainment (13% share) and industry and services (11.8%).

Finally, Procter & Gamble remained on top in terms of global spenders, ahead of Unilever, L’Oreal, Ford Motor Company, and General Motors. Each retained its position from H1.

About the Data: Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Ad spend is based mainly on published rate-cards. Some markets may exclude select media due to data availability.

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