A multitude of external factors made their mark on the global advertising market during the second quarter—the Middle East & Africa continued to suffer from debilitating wars and diseases; the Eurozone’s economy disappointed after being impacted by the crisis in the Ukraine; and Brazil hosted the World Cup, but still managed to have the worst economic year since the financial crisis. Despite the ongoing negative news that ruled the headlines in the second quarter, global consumer confidence moderately rose—up one percentage point from Q1 to 97.
As global job optimism reached 50% for the first time since 2007, and regional confidence increased in both North America and Europe, advertisers globally upped spending by 3.1% in Q2 despite the bad news pervading the airwaves—in an effort to win over increasingly optimistic consumers.
For the first time in almost three years, Western Europe’s advertising market showed positive results—up +0.3% when looking at Q2 2014 vs Q2 2013. Though the first half of 2014 still showed negative results for the region (down -0.8%), growing ad expenditures from major markets like the U.K. (up +2.7%) and Spain (up +3.0%) may lend the market the momentum it needs to continue the growth into the third quarter.
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