According to Nielsen’s quarterly Global AdView Pulse report, the first quarter of 2013 held few surprises for media sectors—continuing trends established in recent years. Television remained the dominant media type in terms of advertising investments (with 59% media share and 3.5% global growth), and it appears that TV will maintain this position at least for the short term. TV advertising, however, was not immune to the economic problems in Europe in Q1, leading to a 2.9 percent decrease in this region.
Decreases in print advertising continued slowly, as both spending in magazines and newspapers both declined in the first quarter (-2.8% and -4.7%, respectively). Newspaper ad spend decreased in North America, Europe and Asia-Pacific, while magazine ad spending decreased in Europe, Asia-Pacific, Latin America and Middle East & Africa, showing that print advertising is declining around the globe.
The two media types combined, however, still hold nearly a 30 percent media share, validating that print is still a power player in the media mix for marketers.
Display Internet advertising, though measured in a smaller subset of countries, grew a significant 26.3 percent for the first quarter. Display internet ad growth was particularly impressive in the Asia-Pacific (33.2%) and Latin America (48.2%). Internet even bucked the trend in Europe, boasting growth of 10.4 percent.
“We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space. Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time,” said Randall Beard, global head, Advertiser Solutions for Nielsen. “We’ll continue to monitor these shifts in media spending and the impact for marketers in the short and long term.”
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.
The external data sources for the other countries included in the report are:
Croatia: Nielsen in association with Ipsos
Egypt: PARC (Pan Arab Research Centre)
Greece: Media Services
Hong Kong: admanGo
Japan: Nihon Daily Tsushinsha
Kuwait: PARC (Pan Arab Research Centre)
Lebanon: PARC (Pan Arab Research Centre)
Pan-Arab Media: PARC (Pan Arab Research Centre)
Saudi Arabia: PARC (Pan Arab Research Centre)
Spain: Arce Media
Switzerland: Nielsen in association with Media Focus
UAE: PARC (Pan Arab Research Centre)