After a strong finish to 2011, global ad spend continued to rise in the beginning of 2012: up 3.1 percent compared to the same period (Q1) last year. According to Nielsen’s quarterly Global AdView Pulse report, emerging markets like the Middle East and Africa saw double-digit increases while North America and Asia Pacific saw modest more gains of 2.1 and 1.7 percent, respectively. Overall global ad spend in Q1 2012 was $128 billion USD.
Biggest Surges & Declines
The Middle East and Africa was up 23.3 percent as advertisers turned to budding and stabilizing economies there. In particular, Egypt saw ad spend growth of 67 percent in Q1 following last year’s Arab Spring.
Ad spend in Europe declined slightly (1.4%), with countries most impacted by the recession seeing the biggest changes. Greece and Spain, for example, both saw significant declines, while France, Germany and Switzerland drew more ad dollars than last year. Europe was the only region to see a decrease in ad spend.
Trends to Watch
While ad spend increased only slightly in January compared to last year, the year-over-year change grew steadily in the subsequent months. By March 2012, global ad spend was 4.5 percent higher than a year earlier. Market conditions and political unrest in 2011 may have contributed to lower spending last year, and Nielsen will watch to see if these increases are sustained in Q2.
방법론
The external data sources for the other countries included in the report are:
- 아르헨티나: IBOPE
- 브라질 IBOPE
- 크로아티아 닐슨, 입소스와 제휴: 크로아티아
- 이집트 PARC(범아랍 연구 센터)
- 프랑스 Yacast
- Greece: 미디어 서비스
- 홍콩: admanGo
- 일본 니혼 데일리 쓰신샤
- 쿠웨이트 PARC(범 아랍 연구 센터)
- 레바논 PARC(범 아랍 연구 센터)
- 멕시코 IBOPE
- 범아랍 미디어: PARC(범아랍 연구 센터)
- 포르투갈 미디어 모니터
- 사우디 아라비아 PARC(범아랍 연구 센터)
- 스페인 아르케 미디어
- 스위스 닐슨, 미디어 포커스와 제휴
- UAE: PARC(범 아랍 연구 센터)
