The fast-moving consumer goods (FMCG) sector accounted for 25.1% of global ad spend in Q3 2012, according to [download page] new data from Nielsen, which previously reported 4.3% year-over-year growth in spending for the quarter. FMCG was by the far the largest sector by ad spend share, trailed by entertainment (11.7%), industry and services (11.2%), and healthcare (9.9%). Nielsen notes that FMCG spend grew by 9.6% in Q3 on the back of increases in food and drink advertising.
Looking at the year-to-date (Q1 through Q3), the data shows that the telecommunications industry grew its advertising outlay most rapidly, by 6.6%. The media (6.1%), automotive (6%) and FMCG (6%) sectors also saw solid growth. By contrast, two of the larger advertising sectors – industry and services and healthcare – kept spending relatively flat, with the former inching up by 0.6% and the latter down slightly by 0.4%.
Other Findings:
- FMCG advertising in the Middle East and North Africa soared by 41% in Q3.
- Within the media sector, broadcasters upped their spending by 8.3% in Q3.
- On a year-to-date basis, Procter & Gamble ranked as the top-spending advertiser, followed by Unilever and L’Oreal.
