The downturn in ad expenditures around the world has slowed, with the Asia Pacific driving the beginnings of a rebound in the market, reports Nielsen's Global AdView Pulse. The research covered
27 international markets.
Overall, adspend was down by 7.9% in the first quarter, compared to lat year, but that shrunk to a decline of 5.8% in the second quarter. In the Asia-Pacific
region, there was 2.2% increase in advertising expenditures in the second quarter, as compared with a 15.9% decrease in North America and a 9.1% decline in Europe.
"TV is always
considered as the most reliable media in hard times and radio provides a solid call to action platform," says Ben van der Werf, managing director of Global AdView. Television advertising took a
significant hit in North America, where it sunk 14.9% in the first half, compared to the previous year. In Europe, TV fell 8% and Asia saw a 6.7% gain. Going forward, "we can expect to see broadcast
media slowly moving toward better performance -- but it's unlikely print advertising will show any great gains in the near future," says van der Werf.
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