Globally, Cinema and Internet Ad Spend Are on the Rise
Ad spending rose 3.3 percent year-over-year, from January to September 2012, according to Nielsen’s quarterly Global AdView Pulse report. Though advertisers continue to spend the most on television ads, Internet and cinema ad spend grew the most during the period at 7.7 percent and 9.2 percent, respectively.
Display Internet advertising benefited from budget increases by advertisers in the financial, fast-moving consumer goods (FMCG) and telecommunications categories. Telecommunications companies, which saw the greatest percentage increase in advertising spend for the year-to-date, increased their display Internet ad investments by more than 25 percent during the period. Display Internet advertising even increased in Western Europe’s beleaguered advertising market, rising 9 percent during the first three quarters of 2012. In fact, display advertising was the sole media type to experience spending growth in the region.
Cinema advertising is resurging in Asia Pacific, as advertisers seize the opportunity to engage a captive audience. Third-quarter regional ad spending spiked a remarkable 54.7 percent, contributing to a 12.3 percent global jump. Other markets, such as Latin America and Europe, reported year-over-year declines (-5.5% and -4.5%, respectively) in cinema ad spending.
Television advertising’s 4.3 percent year-to-date rise marked an increase from 3.1 percent for the first half of the year. Double-digit growth in North American Q3 spending (13.6%) led the overall growth. With a 61.8 percent share of spend in all media types, television’s ad spend growth underscores television’s standing as the predominant communication medium for advertisers.
Magazines were the only media type to experience a decrease in ad spending (-1.3%) from January to September 2012, and newspapers experienced little change (0.8%) over the period. Comparing Q3 2012 to Q3 2011, both types of print media saw a decrease in ad spend: 1.8 percent for magazines and 0.6 percent for newspapers. Though the Asia Pacific region increased its investment in magazine advertising (up 5.3% YTD)–supported by key markets, like China (+10.6%) and Japan (+3.8%)–advertisers in both North America (-3.2%) and Europe (-6.8%) reduced their ad budgets for magazines.