Moving On Up: 3Q Industry and Services’ Ad Budgets Rise Globally

Moving On Up: 3Q Industry and Services’ Ad Budgets Rise Globally

Industry and Services and fast-moving consumer goods (FMCG) advertising continued their reigns as the macro sectors with the highest percentage growth during the first three quarters of 2013, according to Nielsen’s quarterly Global AdView Pulse report.


The Industry and Services sector, driven by heavy advertising in the property category (which includes real estate), saw an impressive 11.3 percent gain globally. This was largely driven by a huge 33.9 percent increase in the Asia Pacific, and occurred despite a 5.7 percent drop in the North American region, mostly due to the peak in third-quarter 2012 U.S. election advertising.

FMCG’s ad spend also continues to grow year over year, with a gain of nearly 6 percent worldwide. With the largest category share of ad budgets (21 percent) and consistent quarterly growth, FMCG, which includes, Food, Drink, Cosmetics and Toiletries, shows no signs of slowing down.

Other industries, however, are pulling on the breaks. Automotive advertisers slowed it down globally, cutting ad spend by 1.9 percent year-to-date. In Europe, automotive advertisers cut even deeper, slashing budgets by 11.2 percent, while those in the Asia Pacific reduced spending by 6.8 percent. Clothing and accessories and financial advertisers are also growing more conservative with their ad spending over the first three quarters of 2013, down 1.7 percent and 1.0 percent, respectively, over the comparable period in 2012.



Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. 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 (Brazilian Institute of Public Opinion and Statistics)
  • Bahrain: PARC (Pan Arab Research Centre)
  • Brazil: IBOPE (Brazilian Institute of Public Opinion and Statistics)
  • 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)
  • Mexico: IBOPE (Brazilian Institute of Public Opinion and Statistics)
  • Oman: PARC (Pan Arab Research Centre)
  • Pan-Arab Media: PARC (Pan Arab Research Centre)
  • Portugal: Mediamonitor
  • Qatar: PARC (Pan Arab Research Centre)
  • Saudi Arabia: PARC (Pan Arab Research Centre)
  • Spain: Arce Media
  • UAE: PARC (Pan Arab Research Centre)