Belanja iklan naik 4 persen, 18 persen, dan datar di
Televisi memimpin pertumbuhan secara global, surat kabar pulih, tetapi majalah tetap tertantang
FMCG tetap menjadi kategori belanja iklan teratas dengan pemulihan yang kuat dari industri Jasa Keuangan dan Otomotif
NEW YORK โ July 12, 2010 โ Global ad spend at rate-card values in the first quarter of 2010 increased 12.5 percent year-on-year totaling USD $110 billion, boosting the hopes of the global advertising industry.ย All regions posted positive growth in the quarter, with Latin America driving the biggest increase, up 48 percent in ad spend compared to Q1 of 2009, according to the latest Global AdView Pulse report from The Nielsen Company.ย Brazil, Mexico and Argentina posted the highest ad spend year-on-year increases in Q1 (55%, 43% and 35%, respectively), followed by India (34%) and Hong Kong (24%).ย Ad spend in USA, the worldโs largest ad market, increased four percent year-on-year.
โAfter 18 consecutive tough months for advertising, weโve finally hit positive territory and turned the corner, but these growth numbers are coming off a very weak base and are mostly based on rate-card figures,โ said Michele Strazzera, Deputy Managing Director, .ย โWhile a double-digit recovery is a promising sign, numbers are still considerably far from pre-recession levels and the dimension of the growth is indeed linked to the poor performance of the first half of 2009. Nevertheless, weโre seeing advertisers regain confidence again especially in financial services and automotive industries, which were two of the hardest hit sectors during the recession.โย
Three of the worldโs largest automotive companies are featured in the top ten advertisers in Q1.ย The Winter Olympics in and the run-up to the World Cup also provided a boost to global ad spend in Q1, but it is expected that the year will close flat or slightly positive in real terms.
Regionally, ad spend increased by 13 percent in Asia Pacific, although it remained flat in .ย benefited from the 2010 World Cup with an 18 percent increase in spending, while recorded an increase of 7 percent. Within the top five European markets, faced the biggest challenge to recover.ย showed the strongest growth with double-digit increases for its top ten advertising sectors.
โThe growth of advertising is closely following the path of the post-recession boom in . That said, itโs important to put these impressive growth numbers into context. ย The Q1 spend overall represent a more contained 16 percent increase versus the pre-crisis 2008 numbers,โ added Strazzera.
Di Asia Pasifik, sembilan dari 13 pasar membukukan pertumbuhan dua digit yang dipimpin oleh (34%), Hong Kong (24%), (24%), (23%), dan (22%). Indonesia, pasar belanja iklan terbesar di kawasan ini, dan berada di peringkat tiga besar secara global, meningkat sebesar 18 persen dengan total 22 miliar dollar AS.
Di Eropa, di antara lima pasar utama, mencatat pertumbuhan belanja iklan terbesar yaitu 11 persen, diikuti oleh Amerika Serikat dengan 8 persen. Dari pasar-pasar utama lainnya, menunjukkan pertumbuhan masing-masing sebesar 5 dan 8 persen, sementara Amerika Serikat masih mencatat penurunan sebesar 3 persen.
Secara global, televisi menarik pangsa iklan terbesar, naik 16 persen di Q1 dibandingkan tahun sebelumnya. Belanja iklan TV membukukan kenaikan dua digit di setiap wilayah dari Amerika Latin (53%) hingga (9%). Sebuah tinjauan terhadap resesi sebelumnya menunjukkan bahwa para pengiklan kembali ke TV sebagai media utama mereka ketika belanja iklan kembali membaik, karena media ini memungkinkan mereka untuk dilihat dan didengar oleh audiens yang paling luas.
โA return to television spend is another positive sign of recovery. ย If we exclude the Internet, which was the only medium to post growth last year, television has been the medium to lose the least and the first one to bounce back,โ continued Strazzera.
Radio and newspaper ad spends rebounded with 10 percent and 9 percent growth respectively.ย Meanwhile, magazine advertising remained flat on a global basis, but declined 7 percent in .ย
ย "Meskipun masih negatif, ini adalah hasil kuartalan terbaik yang tercatat untuk majalah sejak kuartal kedua tahun 2008. Meskipun masih mengalami penurunan, namun ada peningkatan dibandingkan dengan 18 bulan yang lalu," ujar Strazzera.
Di luar empat jenis media tradisional utama, Internet melanjutkan tren positifnya, dan menutup kuartal pertama tahun ini dengan peningkatan belanja iklan sebesar 12 persen dibandingkan kuartal yang sama di tahun 2009.
Fast moving consumer goods (FMCG) companiesโthe top ad spenders in 2009โcontinued to be the largest spenders in Q1 2010 (+23 percent) while automotive (+19 percent), financial services (17%) and durables (16%) rebounded in every region.ย Within the FMCG sector, all categories posted growth of more than 20 percent increases with Housekeeping Products and Cosmetics & Toiletries leading the growth (+27.4 and +25.6 respectively), with Food and Drink following closely behind. The FMCG categories together with Domestic appliances represent the top five categories for growth both in value and as a percentage change.
The worldโs top FMCG manufacturers, Procter & Gamble and Unilever, were the worldโs leading spenders on advertising in Q1.
