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AsiaPac leads global ad growth: Nielsen

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MUMBAI: Global advertising expenditures were up 3.2 per cent in the third quarter of 2013 for year-over-year period, driven largely by Asia Pacific’s expanding powerhouse ad market, as well as a bottoming out of Europe’s contracting ad market.

According to Nielsen's latest Global AdView Pulse report, Asia Pacific ad revenues surged seven per cent in the first nine months of 2013. China was up 16.7 per cent, Indonesia 22.1 per cent and Malaysia 15.7 per cent. The gains offset declines in Australia and South Korea.

Television continues to be the favourite medium through which advertisers attempt to reach their consumers, commanding a 57.6 per cent share of all spending and growing 4.3 per cent. Display Internet, though representing a smaller share of spends at 4.5 per cent grew significantly by 32.4 per cent.

Macro sectors contributing to the growth include FMCG, which saw a 5.9 per cent increase in ad spending for the year-to-date, and Industry & Services, which grew 11.3 per cent.

The period also saw a slight improvement in Europe, with the market down just 0.4 per cent in Q3. Nielsen notes that the region's ad market appears to be bottoming out. Indeed, Italy and Spain, among the hardest hit, may have the worst behind them, the report notes, and Greece saw its ad revenues gain 10.3 per cent.

In the US the market was up 1.7 per cent by the end of September, even though it fell 1.3 per cent in the third quarter itself. And in Latin America, the year-on-year change was 13 per cent.

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