Global ad spending grew by 4.3% year-over-year in Q3 2012, picking up steam after a 2.7% gain in the first half of the year, according to the latest figures from Nielsen. For the year-to-date (Q1-Q3), ad spend was up by 3.3%, with solid growth seen in the Middle East and Africa (18.9%), Latin America (5%), and North America (5%). While the Asia-Pacific region also saw ad spending growth, of 3.5% in Q3 and 2.7% for the year-to-date through September, Western Europe continued to see cuts. Expenditures in the region fell by 4.8% in Q3, bringing the year-to-date decline to 3.4%.
- Total ad spending for the quarter reached $139 billion.
- Spending in North America showed substantial growth in Q3, rising by 10.2% year-over-year. The automotive and industry and services categories were standouts, with double-digit growth.
- China’s advertising market rebounded to 3.1% growth after declines in both Q1 and Q2.
About the Data: 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. The external data sources for the other countries included in the report are: Argentina: IBOPE Brazil: IBOPE Croatia: Nielsen in association with Ipsos Egypt: PARC (Pan Arab Research Centre) France: Yacast Greece: Media Services Hong Kong: admanGo Japan: Nihon Daily Tsushinsha Kuwait: PARC (Pan Arab Research Centre) Lebanon: PARC (Pan Arab Research Centre) Mexico: IBOPE Pan-Arab Media: PARC (Pan Arab Research Centre) Portugal: Mediamonitor Saudi Arabia: PARC (Pan Arab Research Centre) Spain: Arce Media Switzerland: Nielsen in association with Media Focus UAE: PARC (Pan Arab Research Centre)