TV kept its position as the front-running media format for advertising in the second quarter of 2013, according to Nielsen’s quarterly Global AdView Pulse report. Global TV ad expenditures grew 4.2 percent on a year-over-year basis for the first half of 2013, accounting for 57.6 percent of total ad spend. Marketing budgets from all regions except the European region contributed to the growth in TV ad spending.
Excluding television, traditional media budgets took some hits in the first half of 2013, as spending in newspapers, magazines and radio all declined in the first half (-2.0%, -1.9% and -0.9%, respectively). Even so, these three media categories hold the second third and fourth ranks based on share of media spend. Ad spend in cinemas declined the most this quarter, dropping 5.9 percent because expenditures declined in all regions except Latin America.
Display Internet advertising, though measured in a small subset of countries, continued to experience double-digit increases in the first half of the year, growing 26.6 percent over the comparable period in 2012. As was the case in the first quarter of the year, Asia Pacific and Latin America contributed heavily to this growth, with increases of 43 and 38.5 percent, respectively.
Outdoor ad spend—the only media type to grow in all regions measured—grew 5 percent.
“For every dollar spent on advertising this half, 57 cents was spent reaching TV watchers; a worthy investment considering that global consumers reportedly trust TV over all other paid media channels,” said Randall Beard, global head, Advertiser Solutions for Nielsen. “It’s clear that advertisers are wisely maximizing their opportunities to reach consumers across platforms with TV ad dollars showing no signs of slowing and noteworthy increases in internet ad spend. Recognizing the usage habits of consumers to best reach them through increased exposure is the savvy marketer’s game plan to make those messages hit home.”
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:
- 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)