Global ad spend rises nearly 3%, Nielsen reveals

LONDON - Global ad spend increased by 2.9% year on year between July and September, despite the global financial crisis.

Ad spend: Nielsen report shows global ad spend rose 2.9% despite the credit crunch
Ad spend: Nielsen report shows global ad spend rose 2.9% despite the credit crunch

According to Nielsen Media Research's global ad report, AdView Pulse, in the three months to September 2008, the global advertising market posted a 2.9% increase versus the same quarter in 2007, mostly driven by the Asia Pacific region (+7.8%).

North America's ad market managed to bounce back to positive growth, up 3.1%, boosted by the Olympics and the run-up to the Presidential elections.

Within Asia Pacific, growth was largely driven by China (+16.9%), Indonesia (+16.7%) and Hong Kong (+13.0%).

Although six of the 10 European countries covered in the Nielsen Global AdView Pulse report saw growth in the latest quarter, Europe as a whole recorded a drop of 5.9%.

"Many of the countries covered in the report appear to have been weathering the early tremors of the escalating global economic crisis," said Michele Strazzera, deputy managing director of Global AdView. "In Europe, however, advertisers appear to be taking a more cautious approach, with the effects of existing economic challenges taking their toll on the region's ad spend, particularly in Spain and Turkey."

It also found that television and radio are benefiting most from global ad growth. Print media, however, lost almost 2% to television in the year-to-date media share of spend.

Television enjoyed an overall increase of 8.1% in Q3 compared to the same time last year, though it experienced negative growth in Europe (-6.6%). Radio growth remained fairly stable in North America and Europe, while expanding 9.7% growth in Asia Pacific.

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