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Global Ad Spend: 1H Global Ad Spend Increases 2.8%, Led by Latin America and Asia Pacific
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Global Ad Spend: 1H Global Ad Spend Increases 2.8%, Led by Latin America and Asia Pacific

Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 2.8 percent on a year-over-year basis for the January-June periods of 2013 and 2012, according to Nielsen’s quarterly Global AdView Pulse report. Although many marketers remain conservative with advertising budgets, those in Latin America continue to buck the norm, increasing their expenditures by 13.1 percent (to $13.5 billion) for the January-June period.

All regions contributed to global growth for the first half of the year except Europe, where marketers remain modest with their ad budgets amidst the regions’ continued fiscal crisis, resulting in a 6 percent decline for the period. Elsewhere, ad spend continued to recover after slumping during the economic downturn, with growth of 3.9 percent in the Middle East and Africa, 2.7 percent in North America and a more substantial 6.4 percent in Asia Pacific.

Argentina contributed significantly to growth for the Latin America region with nearly 30 percent growth. Indonesia, China and the Philippines all contributed to double-digit ad growth in Asia-Pacific for the first half of 2013, with expenditures reaching $51 billion. In Europe, ad spend increased in Norway, Switzerland, and Greece (2.5%, 0.6%, and 7.4% respectively), while expenditures declined in all other countries in the region.

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METHODOLOGY

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)