Global advertising expenditure in 2009: down 7.2 percent in the first quarter
Global advertising spending fell by 7.2 percent in the first quarter of 2009 compared with the previous year. This is according to Nielsen's recently published Global Adview Pulse report.
Global advertising expenditure fell by 7.2% in the first quarter of 2009 compared to the previous year, according to the media and market research company Nielsen in its recently published report on global advertising trends. Europe is particularly affected with a drop of 8.7 percent. Spain felt the downward trend the most with a decline of 28.2 percent, followed by Ireland with a drop of 21.2 percent, Italy with 19.1 percent less advertising expenditure and the UK with a decline of 14.7 percent. In North America, advertising expenditure fell by 12.7%. In contrast, China saw a slight increase of 2.5%.
Strongest decline in magazines
The Global Adview Pulse report also shows that advertising has declined in each of the four main media categories: newspapers, TV, magazines and radio. The sharpest decline worldwide was recorded in magazines (minus 17.4 percent). Advertising expenditure in newspapers was reduced by minus 9.1 percent, while the declines in TV and radio were more moderate at minus 4.7 percent and minus 2.5 percent respectively. Print media were the hardest hit by the crisis worldwide, with declines in all regions. North America in particular saw a 22.2 percent drop in advertising expenditure for magazines and a 15.6 percent drop for newspapers compared to the previous year. TV advertising expenditure fell in both Europe (minus 8.6%) and North America (minus 9.3%), although a slight increase in Asia-Pacific (plus 1.0%) mitigated the overall decline somewhat. Radio recorded a drop of 8.2% in North America, but remained relatively stable in Europe (minus 0.1%) and increased slightly in Asia-Pacific (plus 1.4%), thereby slightly improving the overall picture.
Strongest decline in magazines
The Global Adview Pulse report also shows that advertising has declined in each of the four main media categories: newspapers, TV, magazines and radio. The sharpest decline worldwide was recorded in magazines (minus 17.4 percent). Advertising expenditure in newspapers was reduced by minus 9.1 percent, while the declines in TV and radio were more moderate at minus 4.7 percent and minus 2.5 percent respectively. Print media were the hardest hit by the crisis worldwide, with declines in all regions. North America in particular saw a 22.2 percent drop in advertising expenditure for magazines and a 15.6 percent drop for newspapers compared to the previous year. TV advertising expenditure fell in both Europe (minus 8.6%) and North America (minus 9.3%), although a slight increase in Asia-Pacific (plus 1.0%) mitigated the overall decline somewhat. Radio recorded a drop of 8.2% in North America, but remained relatively stable in Europe (minus 0.1%) and increased slightly in Asia-Pacific (plus 1.4%), thereby slightly improving the overall picture.
