Global ad spend rises 2.4% in Q2 2012
28 September 2012
Global ad spend rose to $139bn in Q2 2012, a moderate 2.4 % gain over Q2 2011, but Europe remained on a decline, according to Nielsen's quarterly Global AdView Pulse report.
In a continuing trend, emerging markets saw the most significant increases. The fastest-growing regions, Middle East and Africa, grew 19.6% compared to Q2 2011, while Latin America saw advertisers increase their spend 4.9%.
Ad spend globally is generally on an upswing, but Europe remains the only region experiencing a year-on-year decline. Despite growth in the UK, Turkey and Norway, conservative ad spending in markets such as Greece, The Netherlands and Portugal led to a downward shift of 3.8% across the region.
Overall, regional inconsistency was a theme, with some countries noting large increases and others down year-on-year. In Asia-Pacific, for example, moderate overall growth (+2.9%) resulted from significant increases in countries including the Philippines, Indonesia and Hong Kong being offset by declines in markets such as South Korea and Australia.
In North America, the US grew 2.4% while Canada declined 2.0%. Ad spend in Latin America was also up (4.9%) despite decreased spending in Mexico.
Of the three months in Q2, the fastest growth of the quarter was in June, at 3.1%. The total global ad spend for the first half of 2012 was $266bn.
Devina Joshi, London