Global net spend up, print down: Nielsen

MUMBAI: Advertising is on the rise around the globe and across nearly all media types, according to Nielsen‘s Global AdView Pulse report.

Gains in areas such as Internet (7.2 per cent), radio (6.6 per cent ) and TV (3.1 per cent ) offset the 1.3 per cent decline in magazine spending in the first half of 2012, leading overall ad investment to be up 2.7 per cent.

Internet advertising made a powerful surge in the emerging markets of the Middle East and Africa (30.3 per cent) and Latin America (20.6 per cent). Interestingly, despite being down in overall ad spend, Europe saw the third highest increase in Internet ad spend of any region (11.2 per cent ).

While television continues to hold the majority of advertising dollars globally (61 per cent), the medium saw the biggest increases in Middle East & Africa (30.1 per cent), Latin America (6.2 per cent) and North America (4 per cent). TV investments declined 2.2 per cent in Europe and grew nominally in Asia Pacific (1.4 per cent).

Magazine spending fell significantly in both Europe and North America, but magazines and newspapers both saw growth in other markets including Latin America, Asian Pacific, and the Middle East and Africa.

Cinema experienced a noteworthy 40.2 per cent gain in the Asia Pacific market and a marginal gain in Europe of .4 per cent. This led to an increase of 5.9 per cent globally despite decreases in Latin America (-21.1 per cent) and the Middle East & Africa (-19.1 per cent).

Outdoor media ad spend grew during the first half of 2012, with the biggest gains in the Middle East & Africa (38.8 per cent) and the Asia Pacific (16.7 per cent).

Radio, which saw a global increase of 6.6 per cent, was also up in all regions measured.

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