Globally, cinema and Internet ad spend are on the rise
Ad spending rose 3.3% year-over-year, from January to September 2012, according to Nielsen’s quarterly Global AdView Pulse report. Though advertisers continue to spend the most on television ads, Internet and cinema ad spend grew at the highest rates during the period: 7.7% and 9.2%, respectively.
Internet
Display Internet advertising benefited from budget increases by advertisers in the financial, fast-moving consumer goods (FMCG) and telecommunications categories. Telecommunications companies, who saw the greatest percentage increase in advertising spend for the year-to-date, increased their display Internet ad investments by more than 25% over the period.
Display Internet advertising even increased in Western Europe’s beleaguered advertising market, rising 9% during the first three quarters of 2012. In fact, display advertising was the sole media type to show ad spend growth in the region.
Cinema
Cinema advertising is resurging in Asia Pacific, as advertisers seize the opportunity to engage a captive audience. Third-quarter regional ad spending spiked a remarkable 54.7%, contributing to a 12.3% global jump.
Other markets, such as Latin America and Europe, reported year-over-year declines (-5.5% and -4.5%, respectively) in cinema ad spending.
Television
Television advertising’s 4.3% year-to-date rise marked an increase from 3.1% for the first half of the year. Double-digit growth in North American Q3 spending (13.6%) led the overall growth. With a 61.8% share of spend in all media types, television’s ad spend growth underscores its standing as the predominant communication medium for advertisers.
Magazines were the only media type to experience a loss (-1.3%) from January to September 2012, and newspapers experienced little change (0.8%) over the period. Comparing Q3 2012 to Q3 2011, both print media saw a decrease in ad spend – 1.8% for magazines and 0.6% for newspapers.
Though the Asia Pacific region increased its investment in magazine advertising (up 5.3% YTD) – supported by key markets, like China (+10.6%) and Japan (+3.8%) – advertisers in both North America (-3.2%) and Europe (-6.8%) decreased their ad budgets for magazines.