Although many marketers remain conservative with advertising budgets, those in Latin America continue to buck the norm, increasing their expenditures by 13.1 per cent (to $13.5 billion) for the January-June period.
According to the Nielsen report, all regions contributed to global growth for the first half of the year except Europe, where marketers remain modest with their ad budgets amidst the regions’ continued fiscal crisis, resulting in a 6 per cent decline for the period.
In Europe, ad spend increased in Norway, Switzerland, and Greece (2.5%, 0.6%, and 7.4% respectively), while expenditures declined in all other countries in the region.
In the UK, ad spend decreased 2.3 per cent for the period January-June 2013 compared to the same period in 2012.
Elsewhere, ad spend continued to recover after slumping during the economic downturn, with quarterly growth of 3.9 per cent in the Middle East and Africa, 2.7 per cent in North America and a more substantial 6.4 per cent in Asia Pacific.
Argentina contributed significantly to growth for the Latin America region with nearly 30 per cent growth. Indonesia, China and the Philippines all contributed to double-digit ad growth in Asia-Pacific for the first half of 2013, with expenditures reaching $51 billion.
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.
