Nielsen says: The embattled European ad market experienced a slight reprieve in the third quarter, with only a small decrease of 0.4 percent year over year for the third quarter. This contributes to a 3.8 percent fall when looking at the first three quarters of the year. As anticipated in our second-quarter 2013 report, the negative trends in Europe’s advertising market finally appear to be bottoming out.
On the other hand, the Asia Pacific region’s powerhouse ad market continues to expand, driving the third quarter’s global ad growth. This market grew 7.0 percent for the first three quarters of 2013 year-over-year.
North America’s ad market waned slightly (1.3%) during the third quarter but still ended the first three quarters with a gain of 1.7 percent YOY. The small decline in the region’s third quarter ad market partly reflects this year’s decrease in political advertising, which ruled the airwaves in advance of the U.S. election last fall.
With signs of optimism spreading within the global economy and Asia Pacific’s ad market gaining increased momentum, Nielsen will be watching to see if the global advertising market continues to pick up speed through the end of the year.
Methodology
Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability.
