Despite the crisis: global advertising spending still up slightly in 2008
Despite the financial market crisis and the deteriorating economic situation, global advertising spending in 2008 was about 1.5 percent higher than the previous year's figure.
It seems almost astonishing given the current economic gloom: as the British industry service Mediaweek reports, citing figures from the market research institute Nielsen Company, global advertising expenditure in 2008 was still around 1.5 percent higher than the previous year.
Gross expenditure on TV advertising in the previous year was around five percent higher than in 2007, accounting for 44 percent of global advertising investment. Expenditure on radio advertising stagnated. Their market share is between six and seven percent. Magazines and periodicals, on the other hand, shrank by four percent in the Asia/Pacific region, nine percent in Europe and 13 percent in North America.
Looking at the individual quarters, it is clear that the advertising industry is becoming increasingly cautious: in the fourth quarter, only television advertising showed a small increase.
Gross expenditure on TV advertising in the previous year was around five percent higher than in 2007, accounting for 44 percent of global advertising investment. Expenditure on radio advertising stagnated. Their market share is between six and seven percent. Magazines and periodicals, on the other hand, shrank by four percent in the Asia/Pacific region, nine percent in Europe and 13 percent in North America.
Looking at the individual quarters, it is clear that the advertising industry is becoming increasingly cautious: in the fourth quarter, only television advertising showed a small increase.
