Nielsen: Global advertising expenditure up nine percent
In the first quarter of 2011, global advertising spending grew by 8.8 percent to 118 billion U.S. dollars. This is according to Nielsen's calculations based on official price lists.
The TV sector benefited the most from this development. This is according to the "Global Adview Pulse" report. Corporate investment in the TV channel increased by 11.9%. Among traditional media, the market share increased by 65.3%, which is an increase of 1.8 percentage points compared to the previous year. Internet advertising is not included in the study.
In the United States, expenditure climbed by almost six percent to around 27 billion US dollars between January and March 2011. Although TV, radio and magazines grew, newspaper publishers had to cope with a drop of ten percent. In Western Europe, sales fell by a comparatively low 1.6 percent. While advertising expenditure by companies in Greece fell by a whopping 20.7 percent, the markets in Turkey (up 12.9 percent), France (up 11.6 percent) and Norway (up 10.2 percent) recorded strong growth. Global growth was driven by the Asia-Pacific region (up 12.4%), Latin America (up 11%) and the Middle East/Africa region (up 10.4%).
However, it is not certain that these figures will remain constant. The Egyptian advertising market collapsed almost completely during the democracy movement in spring, with a 51.3 percent drop in spending, according to Horizont.net on Thursday. Many experts would expect the advertising climate to deteriorate anyway.
