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Direct Response Marketing

TV Leads in Global Rise of Ad Dollars, Internet Surges

24 Oct, 2012 By: Doug McPherson


NEW YORK – Advertising is on the rise around the globe and across nearly all media types. Top media categories include: the Internet, outdoor and TV, according to report from Nielsen’s Global AdView Pulse on 2012’s second quarter.

Internet advertising was up 7.2 percent in that timeframe, while radio rose 6.6 percent and TV 3.1 percent. These offset the 1.3-percent decline in magazine spending in the first half of 2012, leading overall advertising investment to be up 2.7 percent.

Here’s the breakdown by channel:

  • TV holds the majority of advertising dollars globally (61 percent); the medium saw the biggest increases in Middle East & Africa (30.1 percent), Latin America (6.2 percent) and North America (+4.0 percent); TV investments declined 2.2 percent in Europe and grew nominally in the Asia Pacific market (1.4 percent).
  • Internet advertising surged in the emerging markets of the Middle East & Africa (30.3 percent) and Latin America (20.6 percent). Interestingly, despite being down in overall ad spend, Europe saw the third-highest increase in Internet ad spend of any region, up 11.2 percent.
  • Magazine spending fell significantly in both Europe and North America, but magazines and newspapers both saw growth in other markets including Latin America, Asia Pacific, and the Middle East & Africa.
  • Cinema experienced a noteworthy 40.2-percent gain in the Asia Pacific market and a marginal gain in Europe of 0.4 percent. This led to an increase of 5.9 percent globally despite decreases in Latin America (21.1 percent) and the Middle East & Africa (19.1 percent).
  • Outdoor media ad spend grew during the first half of 2012, with the biggest gains in the Middle East & Africa (38.8 percent) and the Asia Pacific region (16.7 percent).
  • Radio, which saw a global increase of 6.6 percent, was also up in all regions measured.
     

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