- 汽车、金融服务、耐用品和电信的广告增幅达到两位数
- 广播和报纸实现健康增长，但电视仍是王道
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快速消费品全球支出激增，占全球广告支出份额首位，增长增幅最高
NEW YORK – October 10, 2010 – Global ad spend increased 12.8 percent* in the first six months of 2010 when compared with the same period in 2009 and totaled 238 billion USD—driven by booming emerging markets and a return to double-digit ad spending in automotive, durables, fast moving consumer goods (FMCG), financial services, and telecommunications.
尼尔森全球广告观察脉搏"（Nielsen Global AdView Pulse）是一项关于全球广告趋势的深入研究报告，该报告覆盖了37个国家，其中35个国家的广告支出有所增长，26个国家的增长百分比达到两位数。今年上半年，只有饱受经济衰退打击的阿联酋（-5.8%）和爱尔兰（-3.2%）的广告支出出现负增长**。
"尼尔森全球广告观察副总经理米歇尔-斯特拉泽拉（Michele Strazzera）表示："最新的第二季度数据反映了与今年第一季度类似的增长趋势。"根据费率卡数据，全球广告业在第二季度继续改善，所有地区和所有媒体都实现了正增长，其中亚太市场的增长尤为突出。"
虽然数据显示北美和欧洲的复苏步伐放缓，但随着汽车和耐用品等可自由支配的广告类别的回归，趋势仍然是积极的。"斯特拉泽拉说："可自由支配的广告支出类别录得的同比增幅最高，这是一个领先指标，表明广告主和消费者对再次消费更有信心。
今年上半年，北美汽车行业（17.3%）的广告支出同比增幅最大，欧洲服装/配饰行业（14.9%）的反弹最为强劲，亚太地区耐用品行业（29.7%）的增幅最大。拉丁美洲金融服务（73.9%）的同比增幅最大，而中东/非洲电信（38.7%）的反弹最为强劲。
按季度计算，第二季度的广告支出也比去年同期增长了 12.9%。不过，尼尔森的数据显示，与第一季度相比，亚太地区和拉丁美洲的增长速度略有放缓。"亚太地区的增长速度放缓并不令人担忧；由于亚太地区在 2009 年第二季度的表现好于大多数地区，因此我们将其与复苏较晚的地区进行比较时发现，亚太地区的增长速度有所放缓。不过，从数据来看，亚太地区整体表现依然强劲，"Strazzera 解释说。
2010 年上半年，拉丁美洲（44.5%）和中东/非洲（23.8%）的同比增幅最大，其中埃及 （36.4%）、巴西（50.2%）和墨西哥（+40%）的单个国家增幅最高。
占全球市场 23% 的北美和欧洲市场都取得了适度到健康的增长。
在英国（10.7%）、德国（9.6%）和法国（11.6%）等主要地区市场两位数增长的带动下，欧洲 2010 年前六个月的广告支出增长了 8%。欧洲最弱的广告市场是爱尔兰（-3%）和西班牙（持平）。
亚太地区是全球广告支出最丰厚的地区，占全球广告支出份额的 38%，今年上半年增长强劲，与 2009 年上半年相比，大多数亚洲市场都实现了两位数的增长。
In the Pacific, ad spend in Australia and New Zealand rose 8 percent and 9 percent respectively. Advertising in Japan, the world’s third largest economy, remained flat but avoided further decline. India topped the region’s ad spend with 32 percent year-on-year increase mainly driven by the durables and FMCG sectors, followed by Hong Kong (23%), and Indonesia and Malaysia (22%).
In every region, television (15.8%) remained the overwhelming ad medium of preference in the first half of 2010 with a 62 percent share of total global ad spend, an increase of 1 percent year-on-year. Radio also enjoyed healthy growth globally of 11 percent—although recorded a 1 percent decline in North America. Newspapers also gained a 9.5 percent increase in ad revenue in the first half of 2010 while magazines reported the slowest growth at 3.7 percent and was still in decline (-2%) in North America.
95 cents in every ten dollars spent on advertising came from the healthcare sector—although this leading category went into slight decline from January to June this year as a result of decreased advertising in the Asia Pacific and North America. 89 cents in every ten ad dollars in the first half of 2010 was spent by cosmetics & toiletries, the second largest advertising sector.
* 按费率卡价值计算
** Methodology
The external data sources for the other countries included in the report are:
阿根廷: IBOPE
巴西：IBOPE
埃及：泛阿拉伯研究中心（PARC）
法国Yacast
香港：admanGo
日本：日本每日新闻社
科威特：泛阿拉伯研究中心（PARC）
黎巴嫩：泛阿拉伯研究中心（PARC）
墨西哥：IBOPE
泛阿拉伯媒体：泛阿拉伯研究中心（PARC）
沙特阿拉伯：泛阿拉伯研究中心（PARC）
西班牙：Arce Media
阿联酋：泛阿拉伯研究中心（PARC）
About The Nielsen Company
The Nielsen Company is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The privately held company has a presence in approximately 100 countries, with headquarters in New York, USA.
