Global Ad Spend Remains Strong, TV Dominates
Global advertising had a strong first nine months of 2012, with television advertising still holding the biggest share of advertising dollars and outperforming overall global growth.
Nielsen says ad spending rose 3.3% from January to September last year, with TV advertising up 4.3% during the period.
Third-quarter TV advertising growth soared, lifting the pace over the first six months of the year, when TV growth was 3.1%. In North America alone, there was high double-digit growth, up 13.6% in the third quarter -- from Olympic and political advertising, according to some analysis.
Although other new media platforms are growing, TV continues to dominate in overall global advertising with a 61.8 share. Newspapers remain second at a 19.7 share; magazines, 7.9 share; radio, 5.2; Internet, 2.7; outdoor, 2.6, and cinema advertising, 0.3.
Nielsen says the two most improving media from the same period a year ago were the Internet, at 7.7% and cinema, at 9.2%.
Internet witnessed major improvement from telecommunications companies, boosting their media spend more than 25%. Although Western European countries have been struggling, Nielsen says display Internet advertising improved 9% -- the only media platform to experience growth in the region.
While cinema advertising witnessed overall growth, the third-quarter spending was particularly strong, soaring 12.3% during the period. There was an even bigger 54.7% hike for Asia-Pacific territories. On the flip side, Latin America was down 5.5% and Europe was off 4.5%.
Print media continues to have its troubles, underperforming global advertising as a whole -- magazines were down 1.3% and newspapers were virtually flat at 0.8%.
Looking at individual regions for magazine media buying, China was up 10.6% and Japan was 3.8% higher. On the other end, North America sank 3.2%, and Europe was off 6.8%.
The Middle East and Africa region was the strongest performer -- up 18.9% -- with Europe the worst performer, down 3.4%. North America showed a 5.0% gain.