The telecom sector led all industries in global ad spending growth for the first half (H1) of 2012, according to new publicly-released data from Nielsen. The sector increased spending by 7.9% over H1 2011, with the most significant increases coming in the emerging markets of Latin America (up 32.5%) and the Middle East and Africa (up 28.3%). Not far behind, the automotive sector accelerated as H1 went on, finishing up by 6.3% year-over-year. Overall, global ad spending growth stood at 2.6% in H1, per earlier results from Nielsen.
The Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema, and internet display advertising. Some markets may exclude select media due to data availability.
Entertainment and Media Spend Also Healthy
Several sectors increased spending above the average 2.6% growth rate. Entertainment saw healthy gains (+5.0%), as did media (+4.9%) and distribution channels (+4.9%). Financial was up 4.5% and fast-moving consumer goods (FMCG) up 4.3%.
While ad spending by the clothing and accessories sector was closer to the average, at 2.8%, some industries pulled back. Healthcare (-1.2%) and industry and services (-1.4%) both saw small cutbacks, and spending by the durables sector fell by a more substantial 4.4%.
FMCG The Biggest Ad Spender
FMCG did not show the fastest growth in H1, but it accounted for the biggest piece of the pie, at 24.6% share of ad spending. That is more than double the share of second-place entertainment (11.9%) and third-place industry and services (11%).
Healthcare ad spending may have dipped in H1, but it took a healthy 10.1% share of overall spending. And although telecom ad spending showed the strongest growth in H1, it accounted for just 4.6% share. In the US, telecommunication companies have a greater share of online ad spending. According to the latest IAB report covering H1 2012, telecom companies accounted for 12% of online ad spend, although that was down from 14% last year.
About The Data: From Nielsen Global AdView Pulse, which measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability. External sources for non-US included, among others, IBOPE for Argentina, Brazil and Mexico; Pan Arab Research Center (PARC) for Egypt, Kuwait, Lebanon and Saudi Arabia