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MUMBAI:
Advertising spending across television, newspapers, radio,
outdoor, Internet and cinema see an increase in the beginning
of 2012 compared to last year, according to Nielsen’s
quarterly Global AdView Pulse report.
Though
TV continues to attract the majority of ad dollars, Internet
advertising sees the biggest increase, with advertisers spending
12.1 per cent more in Q1 2012 than one year prior. During
that time, ad spend overall increased 3.1 per cent globally.
Across
the regions, the findings are markedly different as each media
has taken root and evolved uniquely.
Television:
Dollars devoted to TV advertising grew 4 per cent in North
America, second only to outdoor, and 7.5 per cent in Latin
America. In the Middle East and Africa, TV ad spend grew a
whopping 33.8 per cent.
Internet:
Online ad spend was a bright spot for the industry, with
growth around the globe. Growth was particularly notable in
Europe (12.1 per cent), Latin America (31.8 per cent) and
the Middle East and Africa (35.2 per cent).
Print
(Magazines and Newspapers): Magazines saw a minor decline
compared to last year, but newspapers grew by 3.1 per cent.
In Latin America and Asia Pacific, both media grew by 7.6
per cent and 10.3 per cent respectively in Latin America,
and 3.6 per cent and 5.4 per cent in Asia Pacific. North America
saw nominal declines in print ad spend.
Radio:
Radio saw increases in every region around the globe, including
a 2.6 per cent increase in North America and 2.8 per cent
in Europe. In emerging markets in Latin America and Middle
East and Africa, those increases were much higher. Radio grew
18 per cent in Latin America and 21.1 per cent in the Middle
East and Africa.
Cinema:
In the Asia Pacific, cinema grew by 27.1 per cent, offsetting
the declines seen in Latin America and the Middle East and
Africa.
Outdoor:
Still a nascent industry, outdoor is growing rapidly. In the
past quarter, outdoor ad spend increased by 6.4 per cent globally.
This included gains of 4.4 per cent in North America, 45.3
per cent in the Middle East and Africa and 21.1 per cent in
Asia Pacific. Only Europe experienced a decline.
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