Global Ad Spend Records Upticks For Most Of 2013

Global advertising spending continues to cautiously grow -- now estimated to be 3.2% higher through the first nine months of 2013.

Nielsen projects that global spending climbed to $243.5 billion through the first nine months of 2013. The third quarter also was up 3.2%. September itself witnessed a 6.7% rise in spending after a relatively flat August, which had a 0.7% decline. July posted a 3.0% gain.

The Asia-Pacific region paced more than double the global ad spending growth -- 7% -- from January through September. China is 16.7% higher; Indonesia, up 22.1%; Malaysia added 15.7%. Declining markets include Australia and South Korea, both down 2.9% for the first three quarters of 2013.

Global advertising spending for North America slipped 1.3% in the third quarter -- and a small 1.7% hike for the first nine months of a year ago. The market was up against unfavorable comparisons -- from high-spending political and Olympic advertising of a year ago.     
Europe witnessed a virtually flat spend of 0.4% for the third quarter, and a 3.8% decline for the first nine months of 2013. 

Global TV ad spending was up 4.3% for the first nine months of the year to a leading and commanding 57.6% share; Internet advertising grew 32.4% to 4.5% share; and outdoor media spending added on 5.1% to reach a 3.5% share.  

Some media platforms declined: Newspapers lost 2.2% to a 18.8% share; magazines gave up 1.1% to a 9.9% share; cinema advertising was down 1.3% to a 0.3% share; and radio slipped 0.7% to a 5.4 share.

Nielsen says marketers were emboldened to spend more because of solid overall global consumer confidence which held steady at a 94 index. Even European consumer confidence has grown -- although still far behind the global average overall, at a 74 index



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