Nielsen: Advertising expenditure still up worldwide in 2008 despite crisis
Despite the financial crisis, global advertising expenditure increased by 1.5% from 2007 to 2008. With a decline of 2.5 percent in Europe and the USA, this annual result can be attributed in particular to growth in the Asia-Pacific region.
Despite the financial crisis, global advertising expenditure rose by 1.5 percent last year compared to 2007. However, according to a recent report by the advertising statistics company Nielsen, this growth is primarily attributable to the Asia-Pacific region. Here, there was growth of 7.7 percent in 2008, while the USA and Europe both recorded a fall of 2.5 percent. The nations with the strongest growth included China (+ 17.1 percent), Indonesia (+ 15.4 percent) and Malaysia (+ 12.5 percent).
Spain recorded the biggest drop of 14.1%. However, South Korea and Taiwan also suffered heavy losses of around seven percent each. Unsurprisingly, the economic crisis generally had the greatest impact in the last quarter of 2008. "The advertising industry was one of the hardest hit by the economic situation," says Ben van der Werf, Managing Director of Global Adview at Nielsen.
In terms of the individual media types, print suffered the most - in line with the trend in Switzerland. Magazines suffered a global decline of 6.3% and newspapers lost 2.8%. TV and radio, on the other hand, gained 4.2% and 0.4% respectively, although this is also primarily due to growth in the Asia-Pacific region.
According to Nielsen, advertising pressure increased in all sectors last year. At minus six percent, the automotive industry recorded the sharpest decline. This was followed by the financial sector with minus 4.6 percent. The retail sector, on the other hand, increased its advertising expenditure by 9.5 percent, and the pharmaceutical sector also saw an increase of 6.7 percent.
Spain recorded the biggest drop of 14.1%. However, South Korea and Taiwan also suffered heavy losses of around seven percent each. Unsurprisingly, the economic crisis generally had the greatest impact in the last quarter of 2008. "The advertising industry was one of the hardest hit by the economic situation," says Ben van der Werf, Managing Director of Global Adview at Nielsen.
In terms of the individual media types, print suffered the most - in line with the trend in Switzerland. Magazines suffered a global decline of 6.3% and newspapers lost 2.8%. TV and radio, on the other hand, gained 4.2% and 0.4% respectively, although this is also primarily due to growth in the Asia-Pacific region.
According to Nielsen, advertising pressure increased in all sectors last year. At minus six percent, the automotive industry recorded the sharpest decline. This was followed by the financial sector with minus 4.6 percent. The retail sector, on the other hand, increased its advertising expenditure by 9.5 percent, and the pharmaceutical sector also saw an increase of 6.7 percent.
