Global spend up despite slump

LONDON - Global media ad spend increased by 1.5% in 2008, despite the economic slump, with television and radio increasing their overall market share, according to new figures by The Nielsen Company.

Global spend up despite slump
Global spend up despite slump

Globally, TV ad spend was up 5.2% year on year to 44% of total media spend. Radio was up 0.4% to take a 6.5% share.

However, magazines and newspapers suffered, declining 9% in Europe, 4% in Asia Pacific and 12.7% in North America.

The figures for traditional media chart a particularly challenging Q4, with television the only medium to expand (up 2.2%), albeit at a much slower rate than the 9% registered in Q3.

In contrast, UK ad spend dropped 8.1% in Q4, with spend in December falling 8.9% year on year.

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