Global Ad Spending Grows Only Moderately

Global ad spending grew only moderately on a year-over-year basis, and 2013 has proven to be a year to spend for select industries, and an off year for others.

Industry and services was the fastest-growing sector in the first quarter (up 8%), according to Nielsen.

Meanwhile, financial services and automotive advertisers are spending less.

Spending for industry, agriculture and property grew the most, with an increase of 28.7% globally. The Asia-Pacific and Latin America regions were the heaviest regions for spend, with 22.1% and 10% growth in industry and services, respectively. The sector’s 11.5% ad spend market share solidifies it as a major advertising player among the industries.



Fast-moving consumer goods, the long-standing most valuable player in sector growth, showed no signs of slowing down, boasting a 6.1% increase for the quarter. Latin America led this increase with a 22.2% bump.

The drink subsector drove the global growth, which experienced a 9.7% increase. Spending also grew in cosmetics and toiletries, gaining 5.6% for the period. The spirits category within the drink subsector performed particularly well, experiencing an increase in spending of 36% for the quarter.

Financial and automotive are two sectors that are suffering, primarily due to the ongoing economic situation in the Western world. Advertising spend declined in these sectors by 2.9% and 5.1%, respectively.

The commercial vehicles category within the auto sector saw the biggest drop -- 23% -- while advertising in investment and savings and card services each fell 14% in the financial sector.

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.

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